YOU LOVE YOUR car, that’s why you’re holding this magazine in your hands, but how far would you go to let that love show? A key ring? A T-shirt or a branded jacket, maybe? Sadly, next to the enthusiasts of South America, you’re barely a try-hard, I’m afraid, because there you will find folks who turn up at a motorshow to salivate over the new models of their favourite vehicle, and then willingly brand themselves, for life with the word ‘Jeep’.
We found it hard to believe too, but Alexandre Aquino, Director for Jeep Latin America, told us the story of the 2018 Sao Paulo International Motor Show where he had the novel idea of setting up a tattoo parlour where fans could get inked, for free.
“We had a variety of options, including some words inspired by the brand, but nobody wanted those,” Aquino chuckles. “Instead, everybody was lining up to get the Jeep logo tattooed on them. They weren’t interested in anything else.”
Aquino is telling this story in an environment that makes it far
