Jeep Marketing

Cobalt-60 · **Posted:** Sun Apr 27, 2008 10:31 am

Sometimes I don't have a clue what Chrysler LLC is thinking about the Jeep line. Friday I got the Spring 2008 issue of Jeep Magazine in the mail. Realizing that this is basically a sales and marketing tool, I took it in stride. Here are my general comments on it:

Chrysler is touting its 'New Day' program including the release of the previously mentioned chryslerlistens.com website. In the same breath they announce two New Day packages for Jeep -- 'free' MyGIG systems on the GC Limited and Commander Overland. How about something useful that we don't have to pay $30K+ to get 'free'

An overview of Camp Jeep 2007. Of course, there will not be a Camp Jeep again until 2009, but we thought we would get folks excited 16 months in advance. :roll:

An ad for the Jeep Mobile Tour (jeep.com/mobiletour) which sounds like it includes a return of the Jeep 101 course. A good thing if true.

An article on how to get better gas mileage (basically maintenance, drive slower and use cruise control were the recomendations) -- they know we are driving gas pigs!!! :lol:

An article on Alaska with beautiful pics where they took a JK Unlimited 4x4 and drove it around on the highways.

An article on Sahara off-roading in Morocco in the new KK -- 2.8 CRD Diesel that is not available in the U.S!!! :evil:

An article on the new interior design studio where they admit that the fit, finish and materials on their interiors in previous models were crap to try and cut costs and that previous interior designs have always been an after thought after the exteriors were done. Big suprise there.

An ANOTHER article (there was a different one last year) about how the Patriot is the successor to the XJ legacy which was the successor to the SJ. Yeah, right... :lol:

So what are they marketing the KK as then?

There were other articles about towing boats with the new GC diesel and a few other things that made sense but I am still wondering if they have any idea who their audience is... :shock:

KJ04 · **Posted:** Sun Apr 27, 2008 10:40 am

I glanced at mine and threw it straight in the garbage can :!:

tommudd · **Posted:** Sun Apr 27, 2008 10:46 am

So basically what you are saying is you wasted 45 minutes even looking at it! Mine usually gets a quick look through and heads for the trash bag! I only look through it HOPING one day there will be something in there! :lol:

Cobalt-60 · **Posted:** Sun Apr 27, 2008 10:50 am

tommudd wrote:

So basically what you are saying is you wasted 45 minutes even looking at it! Mine usually gets a quick look through and heads for the trash bag! I only look through it HOPING one day there will be something in there! :lol:

Yeah, pretty much. Like you, Tom, I keep hoping that they will eventually 'get it' -- wishful thinking, I guess. :roll:

InCommando · **Posted:** Sun Apr 27, 2008 2:06 pm

Cobolt-60 wrote:

An ANOTHER article (there was a different one last year) about how the Patriot is the successor to the XJ legacy which was the successor to the SJ. Yeah, right... :lol:

So what are they marketing the KK as then?

I can't blame them for trying to cash in on the Patriots "looks." Even people on here who should know better think that the Patriot is more capable than the Compass when the only difference is appearence & the optional "freedom drive 2" which could be on the Comapss if the wanted it to be. Like freedom drive 2 gives you an x-fer or anything else to write home about while saddling you with the CVT... The Patriot LOOKS like an XJ, so therefore is not a rebodied FWD compact car.

SJ's ( chrysler's name, not AMC's) didn't die until '91. They did end the Cherokee line & replace it with the XJ. The vast majority of "SJ" Cherokees were 2-drs with wider axles & fender flares, but narrow track & 4-dr Cherokees were available. The wide-tracks had some of the best drivetrains ever offered in a jeep, could fit 33" tires without a lift, and although they were very capable stock, they were cheap & easy to modify. The XJ, with the serious flaws it had up until about '90 or so, was no worthy succesor to the name.

Pablo · **Joined:** Thu Feb 02, 2006 10:06 pm **Posts:** 1201

I think the company is going the right way... it is just so far off track that it will take awhile to get where it needs to be. Thank Diamler.

What I can't stand is the marketing drivel about 7 slat grill and trapezoidal whatever and round headlights. Like I give a flying #$#. How easy is it to wheel? How good of a vehicle is it? How easy is it to modify? That is more important than trapezoidal hemmoroids or whatever.

It is good to see that they are starting to pay attention to the mod market. That needed to be done. If you can mod an FJ out of with a 6 inch lift four months after introduction and yet it takes 5 years or more to get the same lift for a KJ-- and it costs thousands more to lift the KJ because of a poorly designed front end-- then the 7 slot grille don't mean diddly squat.

I don't see why they can't to cater to the LL Bean crowd without making vehicles that offend the crowd that wants to actually lift and mod their Jeeps. That is why Jeeps have held value in the past-- because you can mod them, so the demand for the vehicle stays high. Once you can't mod them-- watch resale fall like a rock.

Mygig and luxo Jeeps are great and all, but when they stop trying to make vehicles you can modify and lift (and cover it up with this best in class nonsense) they are risking the resale value of the brand. I also think they should beef up what that trail rated badge actually means. That badge currently does not mean squat to me-- it does no good to take a liberty or a grand through the Rubicon and have it come out in mangaled pieces and then stick a badge on it. That is meaningless. The badge should mean tow hooks standard. Skids standard. Clearance... standard. Don't send people out with something they say is trail rated that is not.

Guest · **Posted:** Sun Apr 27, 2008 6:10 pm

Cobolt-60 wrote:

An article on Sahara off-roading in Morocco in the new KK -- 2.8 CRD Diesel that is not available in the U.S!!! :evil:

OT, but I have a fez from Morocco. reading this, a CRD KK would've been a better gift :lol:

Pablo...IMO...KJ/KK owners should have researched what was available to them before buying. It's our own fault there isn't more aftermarket. How many 4" lifts have been sold? How many KJs are there on the road?

The KJ is in the same boat, aftermarket-wise, as the XJ was a decade ago.

chefdab · **Posted:** Sun Apr 27, 2008 6:19 pm

Pablo wrote:

I also think they should beef up what that trail rated badge actually means. That badge currently does not mean squat to me-- it does no good to take a liberty or a grand through the Rubicon and have it come out in mangled pieces and then stick a badge on it. That is meaningless. The badge should mean tow hooks standard. Skids standard. Clearance... standard. Don't send people out with something they say is trail rated that is not.

Amen, brother.

Jeep4me99 · **Posted:** Sun Apr 27, 2008 7:57 pm

Cobolt-60 wrote:

An ANOTHER article (there was a different one last year) about how the Patriot is the successor to the XJ legacy which was the successor to the SJ. Yeah, right... :lol:

So what are they marketing the KK as then?

the successor to the KJ....perhaps?

Cobalt-60 · **Posted:** Sun Apr 27, 2008 8:15 pm

Jeep4me99 wrote:

Cobolt-60 wrote:

An ANOTHER article (there was a different one last year) about how the Patriot is the successor to the XJ legacy which was the successor to the SJ. Yeah, right... :lol:

So what are they marketing the KK as then?

the successor to the KJ....perhaps?

And the KJ was marketed as the successor to the XJ. :wink:

So what is happening now with the Patriot marketed as the successor to the XJ? Revisionist history!!! :roll:

Cobalt-60 · **Posted:** Sun Apr 27, 2008 8:18 pm

ThunderbirdJunkie wrote:

The KJ is in the same boat, aftermarket-wise, as the XJ was a decade ago.

Yeah, but the XJ was around for almost 2 decades while the KJ was around for 7 years. Already aftermarket producers are stopping to make products for it in favor of JK and KK products. I think we may have been screwed.

Guest · **Posted:** Sun Apr 27, 2008 10:09 pm

The same thing happened with the XJ...they had YJ stuff and TJ stuff out immediately, but the XJ never had the aftermarket love until it had been on the market for OVER TEN YEARS.

Pablo · **Joined:** Thu Feb 02, 2006 10:06 pm **Posts:** 1201

ThunderbirdJunkie wrote:

Pablo...IMO...KJ/KK owners should have researched what was available to them before buying. It's our own fault there isn't more aftermarket. How many 4" lifts have been sold? How many KJs are there on the road?

The KJ is in the same boat, aftermarket-wise, as the XJ was a decade ago.

Customers should not have had to research it. That was my piont. It said Jeep. It said trail rated. In marketing they talk about brands representing something to the customer-- brands having a contract with the customer (Toyota== reliable, Porsche==handling sports car, Volvo==safe). If the company fails to understand that relationship they can quickly ruin the brand.

Jeep is trying to change the brand to make it appeal to others. Thats fair and fine and dandy-- if it is done right. When you do it wrong you loose your core identity and have no market at all, Take Porsche with the Cayenne. The Cayenne was no Cayman or 911 or Boxter and folks were worried about Porsche ruining the brand. Porsche was also trying to appeal to new owners and go after an emerging suv market. Porsche made it work. The Cayenne was the best handling SUV of its size and it hauled balls. That is why it worked-- it kept the brands agreement in tact. Now what if it were a slow toad that got spanked by a X3 BMW? Then Porsche would have been on its way to being another Jaguar. Same thing with Jeep and Patriot and the KJ-- it is not a big deal that it is not a wrangler, however it becomes a big deal if it says "trail rated" and does not have skids and tow hooks, or can't be lifted without spending twice as much as its competitors. That is a problem for the core brand.

I actually did research my purchase. For a diesel 4x4 in a small package in the US-- the choices were pretty simple, KJ CRD was it. If TJ CRD or diesel FJ would have been available, I would not have bought KJ CRD. I don't know of a 4 inch lift that works on a CRD. There is not a trail tested one off the shelf that I am aware of. If it was available a year ago when I bought my lift-- it would have been put on my Jeep. It was not, and it is hard to sell something that does not exist. That said, I may very well make it work myself after paying the KJ off in July-August.

If Jeep thinks waiting 10 years for a lift kit to come out for its products, like with the XJ 10 years ago-- is going to cut it in today's market-- then there will not be a Chrysler made Jeep in 10 years.

Cobalt-60 · **Posted:** Mon Apr 28, 2008 5:59 am

ThunderbirdJunkie wrote:

The same thing happened with the XJ...they had YJ stuff and TJ stuff out immediately, but the XJ never had the aftermarket love until it had been on the market for OVER TEN YEARS.

I am just worried that because the KJs run was so short we many not see any more effort put into mods for it. But hey, that is what LOST is for anyway, right? Coming up with solutions. :wink:

Joe Jeep Owner · **Posted:** Mon Apr 28, 2008 11:08 am

Their marketing worked, got you talking about it and you posted their information (with your comments) o n a widely used website. Had you just thrown it away it would be considered bad marketing.

Cobalt-60 · **Posted:** Mon Apr 28, 2008 11:28 am

Joe Jeep Owner wrote:

Their marketing worked, got you talking about it and you posted their information (with your comments) o n a widely used website. Had you just thrown it away it would be considered bad marketing.

However, if the point of their marketing was to get me to buy or recommend any of their current line of products they sorely missed the boat. :wink:

sleeve84028 · **Posted:** Mon Apr 28, 2008 1:18 pm

Marketing is desinged to get people into the show rooms. I don't think the current line up really encourages that right now. Jeep has nice stuff, but the only gotta have it vehicle would be the JK

Guest · **Posted:** Mon Apr 28, 2008 9:17 pm

Pablo wrote:

ThunderbirdJunkie wrote:

Pablo...IMO...KJ/KK owners should have researched what was available to them before buying. It's our own fault there isn't more aftermarket. How many 4" lifts have been sold? How many KJs are there on the road?

The KJ is in the same boat, aftermarket-wise, as the XJ was a decade ago.

Customers should not have had to research it. That was my piont. It said Jeep. It said trail rated. In marketing they talk about brands representing something to the customer-- brands having a contract with the customer (Toyota== reliable, Porsche==handling sports car, Volvo==safe). If the company fails to understand that relationship they can quickly ruin the brand.

Jeep is trying to change the brand to make it appeal to others. Thats fair and fine and dandy-- if it is done right. When you do it wrong you loose your core identity and have no market at all, Take Porsche with the Cayenne. The Cayenne was no Cayman or 911 or Boxter and folks were worried about Porsche ruining the brand. Porsche was also trying to appeal to new owners and go after an emerging suv market. Porsche made it work. The Cayenne was the best handling SUV of its size and it hauled balls. That is why it worked-- it kept the brands agreement in tact. Now what if it were a slow toad that got spanked by a X3 BMW? Then Porsche would have been on its way to being another Jaguar. Same thing with Jeep and Patriot and the KJ-- it is not a big deal that it is not a wrangler, however it becomes a big deal if it says "trail rated" and does not have skids and tow hooks, or can't be lifted without spending twice as much as its competitors. That is a problem for the core brand.

I actually did research my purchase. For a diesel 4x4 in a small package in the US-- the choices were pretty simple, KJ CRD was it. If TJ CRD or diesel FJ would have been available, I would not have bought KJ CRD. I don't know of a 4 inch lift that works on a CRD. There is not a trail tested one off the shelf that I am aware of. If it was available a year ago when I bought my lift-- it would have been put on my Jeep. It was not, and it is hard to sell something that does not exist. That said, I may very well make it work myself after paying the KJ off in July-August.

If Jeep thinks waiting 10 years for a lift kit to come out for its products, like with the XJ 10 years ago-- is going to cut it in today's market-- then there will not be a Chrysler made Jeep in 10 years.

The badge says Trail Rated...not "Massive Aftermarket Rated"

It's entirely up to the consumer as to what gets produced...and it's been shown several times that the people that SAY they want things for the KJ aren't willing to part with the bucks to get it or deal with the harder ride/worse gas mileage/extra money spent on drivetrain upgrades for whatever it is they want.

Aside from lifts...there is a LOT on the market for the KJ. rock rails out the wazoo, a couple BAD booty roof racks, a GREAT rear bumper, 3 sweet front bumpers, skids, and lockers. what else do you need? Plus, there's TONS of universal aftermarket stuff. Take your pick.

If you want an Auburn ECTED or Eaton E-locker for the 8.25 or some other selectable locker that won't cost you $1500 right NOW to get it usable...don't hold your breath...wait in line with...GASP...the XJ guys. And the Dakota/Durango guys. this is the only non-lift-related thing I can think of offhand that you can't get for the KJ. Still can't get it for the XJ with the 8.25...but they make it for the D35? Wonder why? Probably because SO MANY WRANGLERS came with D35s...and the YJ/TJ/CJ guys are willing to buy it.

Back to Jeep having to do with lift kits other companies make...

Toyota=boring reliability...it's ENGINEERED into their vehicles. Volvo=safety...it's ENGINEERED into their vehicles...Jeep=off-road ability...it's ENGINEERED into their vehicles. If you want to lift it, that's not on Jeep...and if you want your Toyota, Volvo, Jaguar, Gas Gas Enduro dirtbike, or your Tomos moped more ANYTHING...that's up to the aftermarket to provide. Supply and demand. if there's a big enough demand, there will be a supply.

Jeep Marketing

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