Taking Legendary Capability To The Extreme

Jeep Brands

Nov. 01, 2002 By ORC STAFF
2003 Jeep Brands

Jeep Brand Expands Appeal, Takes Legendary Capability to the Extreme

New Jeep Wrangler and Liberty models bring new buyers to the brand

Jeep owners offered unequaled opportunities to explore vehicles' abilities

A growing product lineup and strong worldwide brand recognition strengthens the Jeep? brand in today's competitive global sport-utility market - invented by Jeep more than six decades ago.

The Jeep brand continues to deliver on the promise to provide rugged, versatile vehicles with authentic four-wheel drive capability. At the same time, the brand is broadening its appeal with vehicles such as the new Jeep Wrangler Rubicon, which provides extreme off-road capability right out of the box, and the new Jeep Liberty, which has brought more import buyers and a more affluent, female customer to the brand.

"As the four-wheel drive leader since originating the 4x4 category more than six decades ago, the Jeep brand continues to raise the capability bar with vehicles such as the new Jeep Wrangler Rubicon, providing the extreme off-road prowess our enthusiast owners are asking for," said Tom Marinelli, Vice President - Chrysler/Jeep Global Brand Center, DaimlerChrysler Corporation. "And Jeep Liberty, with its new Renegade model, is proof that we can expand the appeal of the brand while staying true to the legendary Jeep brand's capability."

Vehicles That Go Anywhere, Do Anything

The heart and soul of the Jeep brand takes it to the extreme with all-new 2003 Jeep Wrangler Rubicon. As the icon of the brand, Jeep Wrangler continues to be the true, original Jeep vehicle that delivers unmatched open-air fun and freedom with the ability to truly "go anywhere, do anything." The new Jeep Wrangler Rubicon delivers extreme off-road capability previously reserved for highly modified vehicles loaded with aftermarket equipment.

The Jeep brand adds another exciting new model to its popular Liberty lineup with Renegade. Newly available in the spring of 2002, the Jeep Liberty Renegade demonstrates the brand's commitment to build on Liberty's momentum with unmistakable Jeep capability and appearance cues. Debuting just over a year ago, Jeep Liberty is a contemporary expression of the Jeep brand - engineered for exceptional on-road refinement and legendary off-road ruggedness and capability.

The flagship of the Jeep brand is the Grand Cherokee, which combines the four-wheel drive abilities of Jeep vehicles with the comfort and technology usually associated with luxury sedans. The award-winning Grand Cherokee remains at the forefront of the compact sport-utility segment with the 4.7-liter Power TechTM V-8 High-Output engine and Quadra-Drive? four-wheel drive system. Jeep Grand Cherokee gives owners peace of mind with available safety features, such as tire pressure monitors, ceiling-mounted side curtain air bags, adjustable brake and accelerator pedals, and rain-sensing front windshield wipers.

Jeep Experiences

The Jeep brand not only offers truly capable vehicles, it offers owners unequalled opportunities to explore their vehicles' abilities and share first-hand their experiences with fellow Jeep drivers through three owner programs: Jeep Jamboree, Camp Jeep? and Jeep 101?.

"The Jeep brand is at the forefront of customer relationship marketing, offering the ultimate ownership experiences with programs such as Jeep Jamboree, Camp Jeep and Jeep 101," continued Marinelli. "These innovative programs allow existing and prospective customers to experience the legendary four-wheel drive capability of Jeep vehicles and create an emotional reinforcement of their purchase."

Jeep Jamboree

Since the early 1950s, Jeep owners and their families have been participating in weekend four-wheel drive adventures called Jeep Jamborees. From the Maine mountains to the famed Rubicon Trail, almost 7,000 owners participate in more than 30 Jeep Jamborees held each year. Jamborees are family-oriented events designed to allow Jeep owners to hone their skills in challenging off-highway situations, while learning more respect for the environment. For the 2002 calendar year, there are 35 Jamboree events in the United States, eight in Canada, and several in Mexico.

Camp Jeep

Thousands of Jeep owners are hitting the road this summer for a special, new Jeep vacation destination. Camp Jeep is one of the nation's largest and best-attended annual vehicle ownership gatherings.

This three-day, action-packed family outing is designed exclusively for Jeep owners and their active lifestyles. Now in its eighth year, Camp Jeep attendees can learn more about the capabilities of their vehicles through the popular Jeep 101 off-road driving course, which provides owners basic off-road and safety driving skills. Participants are paired with an experienced guide as they negotiate steep downhill grades and encounter large rocks, log-crossings, sand and other off-road obstacles driving company-owned vehicles. Owners can then apply skills learned on a variety of scenic, guided off-road trails using their own vehicles.

Engineering roundtable discussions provide owners the chance to meet with Jeep engineers, to have questions answered and share ideas and viewpoints.

New for 2002, Camp Jeep highlights new extreme sporting activities, popular lifestyle and family activities and daily live performances by top musicians, including a patriotic concert and fireworks extravaganza.

Jeep 101

The excellent response to Camp Jeep resulted in the spin-off of Jeep 101. At Jeep 101 events in cities across the United States, thousands of Jeep owners and prospective owners encounter steep downhill grades, log-crossings and sand banks close to their homes, as they learn the basic skills of safe, yet adventurous off-road driving.

Launched in 1997 as a five-city test program, the event was historically offered by invitation to current and prospective owners, lessees and competitive owners. Today, Jeep 101 is open to the public and included as part of a multi-branded Chrysler Group event with Dodge City and Chrysler Proving Grounds. These three events are designed to bring the thrill and excitement of on- and off-road driving, on specially designed courses, while conveying safety and education messages to consumers in an interactive and entertaining environment. Each driving program takes place simultaneously but on separate courses.

Jeep Consumer Products

Since their inception in 1941, Jeep vehicles have been one of the most trusted and best-selling 4x4s in the world. And during that time, the Jeep brand has meant more than just highly capable vehicles - it has also represented a lifestyle. Now, with a complete line of licensed merchandise, consumers can live the Jeep lifestyle, whether four-wheeling through Moab, trekking through the urban jungle or navigating the steepest mountains.

Currently, the Jeep Consumer Products line - targeted toward adults, teens and kids - includes more than 60 licensees worldwide, manufacturing a wide variety of products, including bicycles, camping equipment, diaper bags, electronics, eyewear, footwear, infant accessories and products, kids' clothing, luggage, men's clothing, mountain bikes, mountain boards, office chairs, socks and toys.

For more information on all Jeep programs, you can visit the Jeep Web site at www.jeep.com or call (800) 925-JEEP.


Off-Road.com Newsletter
Join our Weekly Newsletter to get the latest off-road news, reviews, events, and alerts!