DMAG
03-13-2006, 07:46 AM
JEEP HAS A DIRTY JOB:
Brand's challenge is to attract new buyers without offending mud-loving loyalists
BY JOE GUY COLLIER
FREE PRESS BUSINESS WRITER
March 9, 2006
Chris Rodgers pauses briefly before barreling his blue 1999 Jeep Cherokee down an off-road trail in rural Genesee County.
"Roll up the windows," says Rodgers, a 39-year-old Canton auto technician. "Or the mud will spray you."
For about two dozen Jeep drivers joining Rodgers for this weekend romp, Jeep is a sacred brand. It's more than a vehicle; it's a culture. They have a special Jeep wave, they gather for Jeep camping trips and dress in Jeep shirts, hats and jackets.
This year, DaimlerChrysler AG is hoping this core Jeep image can be extended to new customers as it expands the line to six vehicles. Last fall, the Jeep Commander, a seven-passenger SUV, joined the Wrangler, Grand Cherokee and Liberty.
By the end of the year, the Compass and Patriot, smaller SUVs, are expected to hit the market. A four-door Wrangler could follow
Read the entire article HERE (http://www.freep.com/apps/pbcs.dll/article?AID=/20060309/BUSINESS01/603090504/1014/BUSINESS)
Brand's challenge is to attract new buyers without offending mud-loving loyalists
BY JOE GUY COLLIER
FREE PRESS BUSINESS WRITER
March 9, 2006
Chris Rodgers pauses briefly before barreling his blue 1999 Jeep Cherokee down an off-road trail in rural Genesee County.
"Roll up the windows," says Rodgers, a 39-year-old Canton auto technician. "Or the mud will spray you."
For about two dozen Jeep drivers joining Rodgers for this weekend romp, Jeep is a sacred brand. It's more than a vehicle; it's a culture. They have a special Jeep wave, they gather for Jeep camping trips and dress in Jeep shirts, hats and jackets.
This year, DaimlerChrysler AG is hoping this core Jeep image can be extended to new customers as it expands the line to six vehicles. Last fall, the Jeep Commander, a seven-passenger SUV, joined the Wrangler, Grand Cherokee and Liberty.
By the end of the year, the Compass and Patriot, smaller SUVs, are expected to hit the market. A four-door Wrangler could follow
Read the entire article HERE (http://www.freep.com/apps/pbcs.dll/article?AID=/20060309/BUSINESS01/603090504/1014/BUSINESS)