Jeep: Wrangler Anchors the Brand
November 04, 2009
The original Jeep -- the Jeep Wrangler -- will serve as the anchor of the brand, the brand's 
keeper Mike Manley told the 400 media, dealers and analysts attending the meeting at which Fiat is rolling out Chrysler's five-year plan.
Special models and new derivatives of the Wrangler, including a diesel version, will be offered. But the Wrangler, which continues with body on frame and solid front and rear axles. "The Wrangler is the ultimate expression of the brand," Manley said.
Jeep plans to revamp its current models and add new ones. By 2014, 80 percent of Jeeps will be new or significantly redone.
Manley said future Jeeps will offer better fuel economy but also Trail Rated versions. To that end, the upcoming 2011 Jeep Grand Cherokee, on sale in the second quarter of 2010, will come in a Trail Rated model.
Manley gave few other specifics on future products.
The brand will be more active in Jeep clubs and experiential types of events. Manley hinted something special is planned for the 70th anniversary of the brand in 2011, "It will be a celebration that honors the past and celebrates the future of this iconic brand."
Manley acknowledged Jeep has lost its way. It was the No. 1 SUV brand in the world through the 1990s. Today it is No. 6 in the world and N0. 3 in North America.
"Jeep needs to return to its historic position," he said.
Jeep just launched a new ad campaign -- a rather unusual one with the tagline "I am Jeep." Manley said the second more personalized phase of the campaign launches mid-month followed by a third phase that pushes the sale of Jeep.
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"I am Cheap"?
Posted by: greenpony | November 05, 2009 at 3:53 PM