Jeep updates

Jeep is aiming to double its global sales from 2008 numbers, and its leader, Mike Manley, wants to take it “back to its rightful place of being the global SUV brand.” Jeep was apparently the largest SUV brand in the world through 1990 and today is #6 in the world. Their largest group of owners is “Dreamers,” time constrained by family and work, but wanting authentic gear for the time they’ll be able to “do more and dream less.” The new campaign is “i live. i ride. i am. Jeep.” (e.e. cummings joke goes here.) The plan is to re-establish the brand with a new look, feel, and attitude; renew the customer-brand connection with lifestyle engagement; and deliver a clear call to sales action.

Jeep Wrangler will continue. Patriot /Compass will be replaced in 2013 by Fiat-based models and a new, smaller model will be added. Commander will stay for 2010 and have an “international reallocation” starting with 2011. Liberty will move to a Fiat platform in 2013, finally ending the long thread started by the first Cherokee.

Wrangler remains the anchor of the Jeep brand and will be refreshed in both 2010 and its 70th anniversary, 2011.