What if Chrysler LLC changed to Jeep, Inc.?
It's obvious that Jeep is the most valuable nameplate Cerberus managed to snag when it took the ailing Chrysler Group off of Daimler's hands last year. No matter what happens to the Chrysler and Dodge brands, it is extremely unlikely that the Jeep brand would die, considering just how well-known and recognized the iconic name is around world. CNW Marketing Research studies indicate that the public-at-large would prefer to see all of the Pentastar's products wearing the revered Jeep badge. Could Chrysler consolidate all of its vehicles under one brand? Theoretically it's possible, though extremely unlikely. While some models like the Dodge Ram (J-Series) and Dakota (Comanche) could be rebadged under the Jeep umbrella, the rest of Chrysler's line just doesn't fit. The Dodge Nitro is likely living on borrowed time already and Jeep is already selling the same model as the Liberty. The Caliber shares a platform with the Compass and Patriot, and is therefore redundant, and there doesn't seem to be a place for sedans in Jeep dealerships, let alone minivans.
Jeep's world-renowned reputation for die-hard products began with the Wrangler/CJ models and continued with classics like the Wagoneer and Cherokee. It would take significantly less time and effort to sully that hard-earned badge of honor, which is exactly what would happen if Jeep were to become a full-line automaker. Thanks for the tip, Jordie!
[Source: US News]
Reader Comments (Page 1 of 3)
stealthebeatles 9:35AM (11/18/2008)
I honestly wouldn't mind seeing the Ram and Dakota badged as Jeeps, although that would require some restyling. Personally, I love Jeep more than pretty much any other nameplate out there (I drive a '98 XJ Cherokee).
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Andrew 3:34AM (11/19/2008)
I cant wait for a JEEP Viper - that would be awesome!
Jeep sedans would be pretty cool too-
Jeep 300
Jeep Charger
This will never happen - Chrysler and Dodge badges are needed for the obvious reasons.
Hugh G 9:37AM (11/18/2008)
I just wanted to get a post in before all the haters post comments saying that Jeeps suck and are un-reliable and use old technology.
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Dave 6:59PM (11/18/2008)
Jeeps suck and are un-reliable and use old technology.
Flashpoint 9:40AM (11/18/2008)
I own a Chrysler 300 (and an S550). I'd be so sad to see Chrysler go under, but the sad truth is, they've made stupid decisions (such as the Aspen and Sebring) and now they are circling the bowl.
I know the government will bail them out, but, unlike Ford and GM, I haven't seen ANYTHING on Chrysler's drawing board at all.
Chrysler should just keep its own name and downside their vehicle portfolio.
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AZMike 10:49AM (11/18/2008)
a couple of points, here, Flash.
-first, if you don't like many of Chrysler's offerings, you might want to blame your S550's maker. they are the ones who made it happen, along with the giant sucking sound of removing the $11 BILLION in cash from Chrysler's coffers when the "merger of equals" took place. those billions were wired right back to Stuttgart.
-sorry for not having access to Chrysler's drawing board, but they just announced three electric vehicles in the last thirty days, including a Jeep, minivan, and sports car.
suppose any of those have the slightest bit of market viability? anything along these lines on the Mercedes "drawing board?"
AZMike
TJ 9:44AM (11/18/2008)
To put the Manche on a Dakota platform would be sacrilege!!!!!!!!!
(89 MJ owner here...)
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notYou 9:46AM (11/18/2008)
"CNW Marketing Research studies indicate that the public-at-large would prefer to see all of the Pentastar's products wearing the revered Jeep badge. "
You mean on a Sebring?
They're kidding, right?
Right?
Note to Chrysler: find another "Marketing Research" company, pronto, or you'll find the Jeep brand as trashed as Chrysler is.
The winning strategy is to _expand_ what makes Jeep's great to the suck products (visible or not), not throw a Jeep badge on suck products to make people think they are no longer the turds that they are.
Thank you, now cut me a check for a couple of million worth of bailout funds as "consultant fees".
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Will 9:47AM (11/18/2008)
Buy the all new Trail Rated Jeep Challenger RT with a 5.7l Hemi !!!
No, don't like the ring to that one.
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Torrent 11:03AM (11/18/2008)
Perfect. what about:
the 1005 new Jeep Sebring Convertible SRT10 ACR.
TJ 12:45PM (11/18/2008)
Torrent: I would take a lifted 4wd 2 door convertible with a low roll center and a Viper V10! Seriously... sign me up!
Corey W. 9:51AM (11/18/2008)
Jeep Ram?!?!? I don't think so... They need to keep only the three brands and cut the models. Dodge=only trucks and SUV's....Chrysler=cars, crossovers, minivans, Jeep=Jeep and Cherokee
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Will 9:54AM (11/18/2008)
Why keep Dodge with SUVs when that is what Jeep is known for? You said it yourself, Jeep and Cherokee. Dodge also making SUVs under that plan sounds like it came from the department of redundancy department.
Corey W. 10:23AM (11/18/2008)
Ok think about it this way, the Dodge Durango and Jeep Cherokee/Liberty probably do not appeal to the same customer base. So small SUV's for Jeep, larger for Dodge. Again, think about Cherokee (XJ) and Grand Wagoneer (ZJ) Jeep models should look like Jeeps!!
Jason 11:11AM (11/18/2008)
ZJ was the Grand Cherokee, not the Grand Wagoneer (SJ).
As far as Dodge having SUVs, right now it's only got the Durango and the Journey. The next gen Durango, Grand Cherokee, and Aspen are all going to be built off the same platform. With the Durango and Dakota parting platforms, IMHO they just need to kill off both vehicles. Up-size the Grand Cherokee to replace the Durango, and possibly bring back the Grand Wagoneer badge for the really upscale model (which could replace the Aspen).
Replace the now lame-duck Dakota with a JK Wrangler-based Gladiator truck (like the concept vehicle), and be sure to include the 3.0L CRD for those of us that want a diesel.
Jellodyne 9:56AM (11/18/2008)
Thats a great idea. If you're looking to kill everything Jeep standa for. Not that the Liberty isn't already taking some Liberty with the Jeep name. Yeah, not seeing a Jeep Charger or better yet a Jeep Grand Caravan.
Actually the one good thing about the potential GM merger would be the Hummer taking on the Jeep name, as in the Jeep H3. I mean it make sense because both brands have their roots in military vehicles, and the Hummer has legit offroad cred. Unlike, say a Jeep Town and Country.
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Icon149 9:57AM (11/18/2008)
"CNW Marketing Research studies indicate that the public-at-large would prefer to see all of the Pentastar's products wearing the revered Jeep badge."
they misinterpreted this, the public at large would prefer to see only the Pentastar's products wearing the revered jeep badge from this point on. the rest can go the way of AMC. No one thinks a 300c would be sweet with a rubicon trail rated badge. or a Jeep Challenger with 4 wheel drive, locking differentials, and 16" of ground clearence. This is stupid, it either destroys the jeep brand, or it destorys chrystler and dodge. (the more desireable of the two options by far).
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Frylock350 1:22PM (11/18/2008)
Speak for yourself. Just think what those Duke boys could have done in a Rubicon ready Charger :)
Derek 9:58AM (11/18/2008)
I have a better idea, how about spin off Jeep as its own brand? You know, instead of letting the marketing department and bean counters ruin it.
In terms of article, thinking like is precisely why the current US automotive market should, and will, die.
- 2005 Jeep Wrangler Sport Owner
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300Kid 9:59AM (11/18/2008)
I'm sorry but this just seems like a ridiculous question to raise/another reason to put Chrysler in a headline.
What the automedia should be chanting for is Cerebus using some of their supposedly huge assets to finance Chrysler's new products! (But of course that'd cancel out the free bailout money that you and I are backing with our taxes).
If you buy an old antique car you usually have to dump some money into it before it's a showpiece that you can turn around and sell. Same idea here.
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