Rough and Ready Jeep Brand Breaks with Tradition and Offers a Car-Like SUV
Yesterday a spokesman for DaimlerChrysler Canada would neither confirm nor deny that Jeep's Compass, a concept last year, has been given the green light for production. But according to a Chrysler Group dealer representative addressing a crowd of U.S. retailers at the National Automobile Dealers' Association in San Francisco earlier this year, it's a go-ahead.
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| The Jeep Compass, designed primarily for on-road driving, has been approved for production. (Photo: DaimlerChrysler) |
Expect prices to be slightly less than the 4x4 capable Liberty it's based on, speculated to debut in the low $20,000 range. The new model has not been designed for serious off-road expeditions but focuses on on-road driving dynamics instead. This poses a major break from Jeep's Rubicon Trail tough brand identity, but alternatively opens opportunities up for an altogether new kind of Jeep, and therefore a new group of potential customers.
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| The Jeep name and quality without the tough truck-like feel. (Photo: DaimlerChrysler) |
Research has shown that a lot of people, predominantly young women, respect the cachet associated with the Jeep name but don't want a rough riding, truck-like SUV. The new Compass, while based on one of the best off-road vehicles in its class, offers that smooth ride and car-like handling needed to attract this clientele.