Chrysler’s Future Jeep Brand: Moped Collisions and Chrysler Motor Policy for Automobile

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Chrysler’s Future: Jeep Brand

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New Jeep CEO Michael Manley, speaking from the Chrysler Group’s business-plan meeting in Auburn Hills, MI, laid out the coming product lineup for the original SUV enterprise. Obviously, the Jeep brand is under seige, the consequence of consumer demand shifting from off-road capability to on-road dynamics as Jeep miscalculated on the product front, delivering feeble efforts such as the Patriot, Compass, and Commander. What Jeep needs to own, Manley says, are the values of freedom and adventure.

Jeep will be rebranded with a new tagline - ”I live. I ride. I Jeep.” - and will give its advertising a more laid-back look and feel. More importantly, the product lineup will change, too, shifting the emphasis back to styling, functionality, and on- and off-road capability. To wit:

Wrangler: The brand nucleus will spin off new special models and derivatives through 2014.

Patriot and Compass: These two redheaded stepchildren will be euthanized after model-year 2012. They will be replaced by small, Fiat-based crossovers in 2013.

Liberty: Gets a refresh in 2010. A new, Fiat-based SUV replaces it for 2013.

Commander: Gone after 2010.

Grand Cherokee: A new Mercedes-Benz ML-based model enters the market next year. Jeep showed it at this year’s New York auto show, and it’s the brand’s best hope to restore cachet. We plan to drive it in a few months.

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Chrysler’s Future: Jeep Brand
Chrysler’s Future: Jeep Brand

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Chrysler Motor Policy for Automobile-53
Chrysler Motor Policy for Automobile

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