I am not saying anyone should go to Toyota or Honda. With the ongoing argument that 90% of Renegade and Compass owners never plan to go offroad, I am simply trying to objectively understand why anyone would want to buy a Jeep to go to the mall, to the office, or, at most, to the ski slopes, when anyone can do that more reliably in a Toyota or a Honda and, in many people’s minds, more safely, and more cheaply —as Toyotas and Hondas hold their value better. You are correct, though: simply because of the Jeep “image”. The thing FCA, and we on here need to be clear on, though, is that selling “lesser” products purely on “image” takes equity away from the brand, much like withdrawing cash from an ATM. And it is precisely this drain in equity, the “slippery slope” that years ago Norm warned us about on the DOJ thread. The relationship between Dart and Demon is not the same as that between Wrangler and “lesser” Jeeps. For starters, Demon hasn’t been in production for 75 uninterrupted years; Demon is not credited with having started the Dodge brand or having help won a world war, and Dodge doesn’t sell 200,000 Demons a year. Also, Dodge is not slapping “Track Rated” badges on Darts and Journeys, Dodge is not plastering little Demon silhouettes on Darts and Journeys, and Dart and Journey surely don’t pretend to be the fastest cars “in their class”. If Dodge did any of these, you better believe everyone would be comparing Darts and Journeys agaisnt Demon, however unfair we thought that was. If we are fine with FCA exploiting Wrangler’s image to sell CUVs, then we should be fine that people compare those CUVs against Wrangler.