Much as it is to any automaker doing business there, China has grown to become a vital market for the Jeep brand. In fact, the Chrysler group's iconic SUV brand sells more vehicles in China than anywhere outside North America. And so to celebrate its success in the Chinese market, Jeep has rolled into Beijing with the customized Wrangler you see here.

What sets this design concept apart from any other Wrangler Unlimited is the dragon motif that dominates throughout. Jeep started with a Rubicon Unlimited, blacked out everything from the fenders and bumpers to the wheels and roof and applied bronze-gold dragon decals to the hood and left flank, the spare tire cover, the unique carbon-fiber engine cover and the interior. Bronze-gold trim complements throughout, with a gold and black leather interior with gold snakeskin bolsters to top it all off.

More than a simple decal job, the Wrangler Dragon design concept looks pretty convincing, and if demand in China is high enough, Jeep might even build it. Just don't count on it showing up in your local dealership on this side of the Pacific, though – you'll just have to scope it out in the high-res image gallery above and scroll down for further details in the official press release.
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23 April 2012
Jeep® Wrangler "Dragon" Design Concept Debuts at 2012 Beijing International Automotive Exhibition

• Jeep Wrangler "Dragon"design concept blends two powerful icons
• Jeep brand portfolio on display reflects presence in three core SUV segments for China market

Today, the Jeep® brand introduced the Jeep Wrangler "Dragon" design concept at the 2012 Beijing International Automotive Exhibition. The concept integrates two icons together in one: the Wrangler, as the off-road icon of the Jeep brand, and the honored Chinese dragon. Belief holds that both possess incredible capabilities, making them a perfect combination.

According to the Chinese Zodiac, this is the Year of the Dragon, which is held with high regard in Chinese culture. The dragon symbolizes strength and power and is an aspirational character normally associated with royalty and good fortune. It was these characteristics that inspired the upscale design of the Jeep Wrangler Dragon concept.

"The Jeep brand is committed to China and therefore we must design and tailor our vehicles to the specific tastes and preferences of Chinese consumers," said Mike Manley, Chief Operating Officer for Asia and President and CEO – Jeep Brand, Chrysler Group LLC. "The Wrangler Dragon design concept is the first Jeep vehicle designed specifically with Chinese elements in mind and showcases the opportunity for special editions that might be available for China in the near future."

Jeep Wrangler Dragon Design Concept

The Jeep Wrangler Dragon design concept is based on a China-market Wrangler Unlimited Rubicon painted black with a black body-color three-piece hard top. From there, the designers incorporated numerous bronze-gold details – a color associated with the dragon. These bronze-gold details can be found inside the front grille slats, headlamp surrounds and Jeep badging front and rear.

The unique 18-inch five-spoke alloy wheels are matte black with a bronze-gold high-gloss outer edge and feature 35-inch off-road tires. Other bronze-gold touches include a pad-printed engine cover, bolts for the fuel-filler door and the taillamp assembly, a Chinese dragon character side badge and wheel center caps.

The exterior also has black highlights such as painted fenders, a gloss-black applique on the front bumper, and a tone-on-tone dragon decal that starts on the hood and runs down the driver's side of the vehicle. There is also a dragon motif on a unique carbon-fiber insulator mounted under the hood and on the gloss-black spare tire cover. Final exterior touches include a Mopar® fuel-filler door and a black-finish LED exterior lighting package that features aftermarket projector headlamps, fog lamps, turn lamps and taillamps.

Moving to the interior, the black and bronze-gold theme continues with black leather seating surfaces with bronze-gold accent piping and stitching. Magic Wand metallic leather is on the side bolsters and the sides of the head restraints, while a laser-etched dragon pattern is on the face of the head restraints. Dragon-scale patterned bronze-gold leather covers the outside edges of the seats and front center arm rest.

Other interior touches include high-gloss piano black instrument panel bezels, bronze-gold accent trim on the steering wheel spokes, instrument cluster, passenger-side dashboard grab handle and door handles,and gold accent stitching on the leather-wrapped door bolsters. Finishing the interior modifications are dragon tags on the front and rear floor mats.

Chinese dragons symbolize potent and auspicious powers, particularly control over water, rain and winds and their more severe weather phenomena. Dragons are symbols of the natural world, adaptability and transformation – divine creatures capable of doing anything.

While debuting as a design concept at the Beijing International Automotive Exhibition, the Jeep Wrangler Dragon could become a production model if demand is great enough.

Jeep Wrangler for 2012 in China

Jeep Wrangler – the most capable and recognized vehicle in the world – becomes even more capable both on- and off-road for 2012, courtesy of an all-new, more fuel-efficient and more powerful 3.6-liter V-6 engine, as well as a new automatic transmission – both of which it shares with the award-winning Jeep Grand Cherokee (In Europe, Jeep Wrangler is also powered by a 2.8-liter turbo diesel engine).

Chrysler Group's 3.6-liter Pentastar® V-6 engine – winner of the prestigious Ward's 10 Best Engines award in the U.S. – delivers 284 horsepower DIN (209 kW)and 347 N•m (256 lb.-ft.) of torque. The improvement, when compared to the previous 3.8-liter V-6 engine, is over 40 percent in horsepower and 10 percent in torque.

2012 Jeep Wrangler interior highlights include a recently redesigned instrument panel and storage areas with improved ergonomics and upgraded materials. A lockable console and upgraded door armrest areas boast comfortable touch points, while a redesigned center stack is easier to reach and operate. Heated power mirrors are available, and drivers and passengers enjoy enhanced visibility courtesy of larger rear windows.

Jeep Brand in China

The Jeep brand lineup in China currently includes the Grand Cherokee, Compass, Patriot and Wrangler – a portfolio that has been well suited to the brand's Chinese customers. Jeep brand sales in China in 2011 increased 81 percent over the prior year, and China is the Chrysler Group's most important market outside North America.

Last year, more Jeep vehicles were sold in China than in any other country besides the U.S. and Canada, and Jeep sales have been steadily growing in this critical market over the past five years.

Jeep Brand Globally

Built on more than 70 years of legendary heritage, Jeep is the authentic SUV brand with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.

For 2011, Jeep brand's worldwide sales increased by 41 percentversus 2010. Jeep was the Chrysler Group's top-selling brand outside North America, rising by 46 percent versus the prior year and comprising 63 percent of Chrysler Group's total international sales.

Chrysler Group LLC manages vehicle marketing, sales and service – together with alliance partner Fiat Group – in more than 120 countries around the world.

Turin, April 23d 2012


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  • 22 Comments
      omgcool
      • 2 Years Ago
      I don't normally like graphics on cars, but this is understated enough to where I'd be okay with it. The color-scheme, though, looks great. Excellent color choice.
      Erik Tomlinson
      • 2 Years Ago
      The outside looks fantastic, I'm actually really impressed. Those seats on the other hand...
      Porschetr
      • 2 Years Ago
      Relax everyone. It's not YOUR style, it's designed for Chinese people LIVING in China. Not second generation Chinese living in North America or Europe. Chinese people in China. I don't see anyone complaining in Chinese. It's not stereotypical. It's what they want and Chrysler put together what they want to buy. When I was customizing RVs last year for a company in China, they requested Gold accessories everywhere. Plus, Chrysler has HQs in China. I'm sure Chinese people work there.
      AP1_S2K
      • 2 Years Ago
      i can't wait for the Chinese to do an American version of a fat chick eating a hamburger
        • 2 Years Ago
        @AP1_S2K
        [blocked]
      jonnybimmer
      • 2 Years Ago
      Hey Bob, we wanna make a special edition for the Chinese. Got any ideas? Just throw some dragons and gold on it. Dats racist... but that's what other companies have done and it seems to work for them. Alright, sounds good.
      Pat
      • 2 Years Ago
      Not sure that I would like the gold trim on the seats. The lights are pretty cool.
      • 2 Years Ago
      [blocked]
      hmmwv
      • 2 Years Ago
      Holy gansta jeep batman!
      Love Great Danes
      • 2 Years Ago
      Still think a movie with the Chinese mafia driving in these over hill over dale......
      Mike Shin
      • 2 Years Ago
      The second automaker to put Dragons and other stereotypical nonsense thinking it appeals to the Asian market. It just goes to show how out of touch people are about other cultures. Perhaps Nissan should unveil a GT-R with an American flag painted on to the body, or how about a Toyota Tundra with a pack of wolves howling at the moon painted on the tailgate? Oh wait, Americans already like that kind of gaudy bullshit, nevermind... I got it, a Lexus LF-A with an image of the Pope, or better yet how about a Pizza on the hood in response to that abomination called the: "Ferrari 599 GTB China Edition" SMH...
        VILLAIN
        • 2 Years Ago
        @Mike Shin
        You do realize colors as well as dragons are a huge part of Chinese Tradition and living right? Red and gold being probably the two most important.
      thedriveatfive
      • 2 Years Ago
      monstrously dorky.
      Star Emblem
      • 2 Years Ago
      When with this be available in US? I want to take this to KTV.
        Jason Allen
        • 2 Years Ago
        @Star Emblem
        Are you wanting the car to enter you? The 'royal' you. Really? How often do you hear this, "Hey, dipsh!t!"???? Has it become your name yet?
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