The Jeep Brand

Metrowest_Kev · **Posted:** Mon Oct 01, 2007 11:11 pm

We were discussing brand image in one of my classes tonight and using Harley Davidson and H.O.G. (Harley Owner's Group) as an example. I must thank all of you because what I've seen and experienced here to contribute to the discussion.

My question: How do you think Jeep has managed their brand image? My initial position is Jeep once meant 4x4. But as the Cherokee turned into the Liberty, and now with the introduction of the Patriot, Compass, and KK Liberty, Jeep has lost some of its identity. Additionally, I believe Jeep has created some divisions within the Jeep owner community. Wrangler, Cherokee, and owners with mods are distancing themselves from owners who keep their rigs on the street and the newer Jeep models.

I'm thinking of writing a research paper on this and am wondering what are your thoughts? Write a good reply and I may quote you as an expert in my paper.

Thanks.

spencevans · **Posted:** Mon Oct 01, 2007 11:22 pm

This is one of those topics very few understand, not to sound condecending because I was once in the dark. Jeep used to mean rugged offroad machine because the federal government did not have all the restrictions and regulations they currently have. Now day auto manufactures must average a certain MPG or pay a stiff gas guzzler tax. To make sure they can still offer vehicles like the Wrangler Rubicon Unlimited, Jeep must also sell the evil Compass and Patriot to balance their MPG. I believe that is part of the reason Jeep is dumping the Commander, So they can sell more Rubicons.

tommudd · **Posted:** Mon Oct 01, 2007 11:40 pm

Brand loyalty....Harley is a good example although they now sell to the Doctors and Lawyers instead of those who have been loyal customers for years, that bought their stuff even through the AMF days. BUT Thats a whole other subject. :wink:

My first Harley was in 75 by the way.
NOW
As far as Jeep goes you have to go back to the beginning of time to Willys and what it stood for and why they started making a "civilan " Jeep in the first place, also if you go back that far they also made a lot of 2 wheel drive stuff not just 4WD. Willys/ Jeeps were known to be a tough little 4WD from the returning soldiers who had used them over sees during the war and they wanted to have them here. To me that is where it all started. You need to actually start there and show how brand loyalty was built over the years.

FastTRX · **Posted:** Tue Oct 02, 2007 12:34 am

IMO...I think Jeep is moving with the trend of consumers in this day and age, just like any other automobile manufacturer. Vehicle appearances and functionality is changing, and the sad truth and I'm sure many will disagree, not many people actually "wheel" or offroad Jeeps anymore. I wouldn't know any stats and I would hate to speculate, but I'm sure a survey among Jeep owners would prove that Jeeps built for the roads (ie...patriot, compass, etc..) are more important to a majority of buyers than 4WD or "electronic swaybar disconnects" and "lockers." I'd be willing to guess a majority of people dont even know what the heck those are!! I dont know how many wrangler JK's are sold in comparison to Compasses, but I'd be willing to guarantee there are more Compasses being driven off the lot. They are cheaper, better looking to some (not I), more functional, and more realistic to more people these days than a 30K wrangler with a bunch of hardware they would never use. Jeep is just trying to stay popular and build what the people want. You'll notice JK's are being produced to fulfill the small niche of buyers who ARE looking for a real offroad vehicle (like you and I), and they are staying loyal. But all in all...they are trying to keep a hand in the market.

I have an offroad outlook on Jeep and would like them to keep their appearance that way. When I think of Jeeps, I think of tough, well built offroad vehicles built for fun.

Rush345 · **Posted:** Tue Oct 02, 2007 12:39 am

Tom makes an excellent point but you can find brand loyalty in almost any product out there. Jeep drivers love their Jeeps and can never be happy with any other vehicle. Same goes for a Harley rider you'll never see a Harley riding a Honda. My dear old Dad was another example he always drove Buicks then years ago, he bought a Ford Taurus wagon. I heard him say on more then one occasion,"the moment I start to think to myself this car is not to bad, I look down at the steering wheel and see that F-O-R-D and I get pissed off all over again." So it doesn't matter if it's cars, Suv's , Trucks there will always see brand loyalty. For that matter spend an afternoon at the grocery store and watch the customers. You will see some who only buy items on sale or that they have coupons for,then wait and eventually you will see someone who doesn't even look at price, they look for a certain brand and sale or no they will buy that product. Ask them if they've ever tried a different brand and more answer then not you will get the answer I have something I like and I'm not going to change. Try it yourself and you will see this senario repeat itself over and over again. :idea:

tommudd · **Posted:** Tue Oct 02, 2007 12:52 am

FastTRX, not sure about how different models are selling but I know that the plant can not keep up the demand for the new JKs and they are running full steam ahead, also on the new

Liberty line they are working 6 days a week to try and get enough out there! But do agree that only a few actually wheel any 4 WDs no matter the model.

OH and off topic but the new Dodge 4WD pickup I saw this evening in Toledo here with 24s was just plain UGLY!!!! bet it never sees even the grass

and now back to brand loyalty!

_UnLiMiTeD_ · **Posted:** Tue Oct 02, 2007 12:58 am

Unfortunately, Jeep really doesnt have a lot of choice but to change or they would go out of business. Its either go big or go home, only 20% of SUV/4x4 owners actually offroad their vehicles, so if jeep only appealed to 20% of SUV owners, they wouldnt go far. I dont see a huge issue because they still make the wrangler for those that do want to offroad, it is not like it has been cut out. I wouldnt exacly say its really changed, more like its expanded its variety of vehicles. And some dont like that because they think its just like every other car company, and they cant accept the fact that jeep needs to stay with what the majority of consumers want. I think their smart, they have attracted a whole new group of people but also still have vehicles to keep the people who like the more rugged jeep around.

Also like someone else pointed out, there are a lot more enviromental standards they have to get by to make these vehicles, if they dont meet the standards, they cant sell them.

A great example of change is my parents, they used to hate the looks of jeeps and ride, they rode too rough and didnt like the look because they all had the generic boxy look. Now my mom is lookin into a jeep since they have more models to suit their needs. Instead of a family havin 1 jeep because maybe only one person likes the rugged look, now you can have a family full of jeeps because they have made so many different models to fit each persons life style. I see the liberty as a good DD vehicle that you can still take on some decent trails and places about 90% of other SUV's cant go.

Theres my take on it now quote it!! lol

crimsonfox · **Posted:** Tue Oct 02, 2007 1:03 am

The brand image that has been built by Jeep is one that appeals to people who like to get out and explore.

Jeep targets adventure seekers and I think they have done a brilliant job in promoting the sense of adventure to a group of people that are less likely to want a rock crawling capable off-road only vehicle. If you need proof, look no farther than the recent sand-box commercial. Every single Jeep product is shown driving through the sand playfully. The tagline is "Have fun out there".

If you search you tube for Jeep commercials they range from mudding, canoeing, fishing, camping, getting outside alone, rock-crawling, hanging out at the beach and many more.

Jeeps are sold on the premise that they can conquer everything nature has to offer, which appeals to anyone who enjoys the outdoors. What we forget is that middle aged men with a decent sized disposable income are not always those who enjoy nature and therefore Jeep has to make products that appeal to the other demographics.

I bought my first Cherokee on the premise that it could take me through the mountains and snow and take me to a fishing or hiking spot off the beaten path. Without any mods, it succeed and subsequently I've gone back to Jeep for two other vehicles. I still feel like the only way to "Have fun out there" is to do so with a Jeep. Anything else would make the adventure less satisfying.

Prospect62 · **Posted:** Tue Oct 02, 2007 4:47 am

In reference to your comment about Jeep creating divisions within the owners groups...

The people who call themselves Jeep "purists" just always hate the new model, no matter what it's technical specs. This phenomenon has been gone over time and time again...the CJ guys hated the YJ until it proved itself, the YJ guys hated the TJ until it proved itself, EVERYBODY hated the XJ when it first came out (now look, it's a legend!), the ZJ never got any respect from the Wrangler guys until recently, the WJ got no respect from ZJ owners until recently, the KJ gets no respect from anybody...and don't even get me started on the forgotten FSJ's! It goes on and on...

Many Jeep owners think that the newest things from Jeep (ahem...Compass and Patriot) are "ruining the brand" and on top of that, the Wrangler guys think anything that isn't CJ-based isn't a real Jeep. Until that new model gets some aftermarket support, sees some project articles in some big name periodical and proves itself on the trail, it will always be made fun of. It's weaknesses, either in design or performance, will be exposed and exploited. It's probably happened with virtually every model Jeep has introduced. Take a look at a bone stock 1966 Wagoneer. Would you take that on a rough or rocky trail? Not me! Was it designed to go rockcrawling? Nope. Did it do it's job in the market it was aimed at? Yes, absolutely. It was king for awhile because people used it for what it was desgined to do (haul the family and tow the trailer) and they DID NOT complain and whine because it wasn't a CJ and therefore must be "ruining the brand".

I wouldn't be surprised one bit if in five years the Jeep community is priasing the CVT transmission as the best thing since air lockers (ok, a bit of a dramatization). That's just how these things go. We can never judge something as "ruining the brand" because technology is evolving so rapidly these days. I think Jeep as a brand has made some minor design, engineering and marketing "mistakes" along the way, but on the whole they're doing a fine job. When you look at the new Wrangler and Liberty platforms, you realize that some people at Jeep still care about maintaining the heritage. Step back and take a look at the current Jeep lineup. You see cleaner, modern designs and vastly improved material quality and workmanship, with a few innovations tossed in which are aimed right at the market segment that does in fact plan to take their Jeep off-road.

Jeep hasn't forgotten it's roots just yet, they're just trying to stay alive in the market.

tommudd · **Posted:** Tue Oct 02, 2007 9:16 am

I think they always have, some think that Jeep has only made 4WD vehicles its whole life when in fact they have made different versions in 2 wheel drive all along, I mean look at it Willys started out making cars but a lot of people only think they made 4WD jeep type vehicles. So what is the big deal now in making different models, I just dont get it. Its like some people run around with blinders on and if its not a CJ or Wrangler model then there is nothing else, OH WAIT some people are like that with blinders on!

Tom

Johnboy · **Posted:** Tue Oct 02, 2007 9:17 am

Use this link as you see fit. I remember reading it 7 months ago before I bought my KJ. Took me a while to find it agian, but here it is:

http://www.allpar.com/model/jeep/liberty-history.html

Jeepman56 · **Posted:** Tue Oct 02, 2007 1:28 pm

Post war, people (many war veterans) bought the surplus Willys because as Tom said they were proven off road vehicles. This arguably started the leisure/adventure off roading craze. Jeep continued producing the same quality vehicles through today. A solid American off road vehicle, that is how I have always thought of Jeep. My dad would take us off road, to "the good spots" for hunting and fishing in the Wagoneer and I cannot wait to take my son to these same places. My fear is that the brand is taking a turn for the worse with the new KK (Nitro). When Dodge starts being referenced in the same sentance as a Jeep, then what kind of brand loyalty can you have?

SethX9 · **Posted:** Tue Oct 02, 2007 1:59 pm

Until the introduction of the Rubicon, when has Jeep ever sold what many/most think of when they think of jeeps? Or to quote a bumper sticker I once saw: "jeeps are built not bought". And it's that image that Jeep relies on.

*NOTE: Capitalizing discrepancies are intentional and indicate a difference between a vehicle ("j") and a corporation ("J").

Black_Dog · **Posted:** Tue Oct 02, 2007 4:44 pm

Metrowest_Kev,

Let me refer you to two recent articles on the automotive web site that I write for, thetruthaboutcars.com, which debated the appropriate use of branding in a pair of editorials. The question debated was whether Lexus was tarnishing its posh luxury brand by introducing its racy F-series cars.

The first article, by Editor Robert Farago, says that a healthy brand can and should only stand for one thing – a single consistent message. Any divergence from that constitutes brand mismanagement. Using this logic, Jeep should only build hardcore Wrangleresque off-roading vehicles.

http://www.thetruthaboutcars.com/?p=5246

I wrote a counterpoint editorial in which I assert that the healthiest brands are flexible enough to grow, provided the brand line extension is done well based on criteria I lay out in the piece. By this school of thought, Jeep should be able to successfully extend its brand into other genres of vehicles, which indeed they did when they introduced the Cherokee and later the Grand Cherokee.

http://www.thetruthaboutcars.com/?p=5305

I believe that the Compass/Patriot and KK Liberty vehicles have deleterious effect on the Jeep brand – but for different reasons.

I think it’s okay for Jeep to try to expand their line and steal some of the AWD sports wagon market from the Subaru Outback models. The debasing impact of the Compass/Patriot to the Jeep brand is that they went downmarket (cheap). The Compass/Patriot Jeeps are visually distinct enough from their Dodge/Chrysler/Mitsubishi to have survived. But they suffer from second-rate interior components and sub-par on-road performance. Of course, the bobble-head "Urban Jeep" maketing campaign didn't help things either.

If Jeep would have made $5k of improvements to the interior (less hard plastics, improved switch gear, tighter fit-n-finish, better contoured seats) and power train (more HP, conventional 5-speed tranny) and targeted the $23k-$28K price range, I think they could have had a brand-strengthening winner.

On the other hand, the branding problem with the KK is brand overlap due to the existence of its fraternal twin, the Nitro. Is the KK a Jeep or a Dodge? The close visual and mechanical associations hurts Jeep’s once good image more than it elevates Dodge’s cheap-crap reputation. Jeep’s brand is Chrysler Corp’s crowning jewel. Releasing the Nitro first sends the message that the Liberty is a Dodge knock-off, not the other way around. In fact, the Nitro should never have been made at all because it has created such a corrosive overlap of the two brands.

Good luck with your paper.

bugnout · **Posted:** Tue Oct 02, 2007 5:20 pm

I agree completely, My impression is exactly that:

The KK is a Nitro, not the other way around
the Compass is a Caliber

The Patriot is a Jeep, but its not competition for the industry leading Subaru Outback or Forester.

ATXKJ · **Posted:** Tue Oct 02, 2007 7:40 pm

I remember reading that Jeep has the highest percentage of new car buyers who 'never considered another brand' - that's probably the Wrangler buyers - but they are the image for Jeep marketing.

Although most of the folks around here who drive Wranglers - so so because they're convertibles - they never go offroad, but the image still holds - Wranglers are for the young, energetic, outdoors oriented individuals.

Reality does not need to intrude.

Metrowest_Kev · **Posted:** Tue Oct 02, 2007 9:21 pm

Those are some fantastic thoughts! I need some time to digest them all. Thanks for all your input!

Gris · **Posted:** Wed Oct 03, 2007 1:49 pm

I got yelled at recently for expressing the my opinion about this in 2 other threads.

I personally think that with the exception of the Wrangler, jeep has abandoned it's customers.

rebadging a Dodge as a Jeep (Nitro/Liberty), Using a Didge "car" as the platform for another Jeep (Caliber/Compass), and taking away the features that made Jeeps so off-road articulate ( no more solid axles, using alum diffs, destroying approach angles with giant plastic bumpers) has killed the brand name. Jeep is now a car company that happens to own the Wrangler model. For the past 50 years it was a 4x4 company, pure and simple.

I am in no way saying that the current line-up is crap, just that it's not "Jeep" and I wish they'd stop pretending it was.

JeepBeat · **Posted:** Wed Oct 03, 2007 6:13 pm

I agree. Jeep Compass and Patriot are selling, because they are build with a specific market in mind, which is people who want a Jeep, at a lower, more affordable cost. If you want the big boys, they will cost you more, and come with the extras, such as 4x4, etc. My friend, who is a salesperson, got a new Patriot as her company vehicle. They seem useless!! The outside look is a bit more rugged than Compass, but inside is a cheap, disaster!! I also agree with the KK. Why would they take a great thing, and change the Liberty and it's identity, but throwing a chassis over the guts of the Nitro, and squaring the front end, like an old Cherokee. What a mistake!! I have only owned my 2002 Libby for 4months, but I wouldn't change it for the world. It sticks with the Jeep reputation, has a great look, is rugged, and takes anything you can throw at it. As said before, Jeep is just keeping up with what the market is demanding, and has had to downgrade and offer car like vehicles with Jeep or SUV looks to keep their share of the market. I certainly would say you are correct about Compass and Patriot, you see tons of them on the road. I think Jeep should stay with their previous image, and only offer JEEPS in their lineup. Badge the Compass and Patriot under the Dodge name. All the sales go into the same pot (Chrysler) anyway.

chefdab · **Posted:** Fri Oct 05, 2007 2:08 pm

Just to throw in my two cents. I think Jeep has developed their image as a go anywhere, do anything product over the years. I'm not going to look blindly and say they never built a vehicle that wasn't four wheel drive, but that is not the image that Jeep projects. Ok, that being said, if they want to build 2wd vehicles to entice the new buyers to the brand that's one thing but these vehicles should have been designed solely as Jeeps. I realize that platform sharing helps the automaker reduce costs but in doing this, the Jeep image is watered down. People no longer see it as it's own distinct identity but just another division of Chrysler. Especially since they introduced the Dodge models first, then the Jeep models on the same platform. This makes the Jeeps look like knock-offs, not the one of a kind capable vehicle that the Jeep brand is know for. Now I have preferred Dodge vehicles for years and now I am on my second Jeep. If and when I need a new vehicle, it will probably be a Jeep, providing they still have at least one (ie. Wrangler) vehicle that is only a Jeep not some twin of a Dodge model. The old slogan said it quite well, "Only in a Jeep". Now you can say "only in a Jeep or its twin brother Dodge".

The Jeep Brand

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