Chrysler HQ all wrapped up in the Grand Cherokee

The launch of the all-new 2011 Jeep Grand Cherokee is the biggest product event of the year so far for Chrysler Group LLC -- and the automaker is crowing by wrapping its Auburn Hills headquarters with a giant picture of the sport-utility vehicle.

The building wrap is about 103 feet long and 52 feet tall, covering 11 of the 15 floors of the tower. The trademark seven-slot Jeep grille is 25 feet wide and nine feet tall and the tow hook on the off-road capable vehicle is five feet round.

The promotional move also touts Jeep's new advertising tagline: "The things we make, make us."

Chrysler used a giant wrap last year to promote the new Ram heavy-duty pickup.

The Grand Cherokee goes on sale this month, starting at $30,995, and early reviews have been positive for the first new vehicle since the automaker emerged from bankruptcy a year ago and formed a partnership with Fiat SpA. Sergio Marchionne, who is chief executive of both companies, has said the Jeep must be flawless.

The building wrap is part of a new marketing campaign for the Jeep. It is estimated about 200,000 people pass the Auburn Hills complex daily.

This is the fourth-generation of the luxury SUV that will be sold in 120 countries.