Jeep Prepares to Double Its Lineup by Covering More Bases

New 7-Occupant Commander, 4-Door Wrangler and Light-Duty Crossover Coming in 2006

Its not difficult to see that while DaimlerChrysler has experienced much success with its Jeep nameplate it isnt optimizing the legendary brands equity as much as it could. Simply delving into Jeeps recent past shows a variety of vehicles that it currently doesnt offer that may make sense in todays market.

A good example is the Comanche compact pickup truck. It suffered death due to slow sales, partly brought on by a lack of available configurations. When it came onto the scene in the mid80s, most alternative compact trucks were offering "extra cab" spaciousness, including additional cargo room behind the seats and in some cases jump seats for kids. The Comanche, despite being good looking, didnt offer enough variety to consumers.

The same could be said of Jeeps J-series full-size pickup truck. While luxuriously appointed in top trim levels and quite stylish compared to its competitors, the truck never made it past the mid-80s as it didnt give truck buyers enough of what they wanted.

Could luxury pickups be part of Jeeps future? The brand has a long history of building pickup trucks, starting in 1947 with what was simply called the Jeep Truck. It was followed by the large FC 170 in 1957, the Gladiator in 1963, CJ-based Scrambler in 82 and finally the Comanche in 1986 - with the J Series running throughout the 70s and up until 1987. Jeep sure wouldnt have far to go if it wanted to borrow pickup truck architecture to reinvigorate a Jeep pickup truck model lineup, with the Dodge brands popular Dakota and Ram trucks serving the midsize and full-size markets. Such a move also wouldnt go against Jeeps "Trail Rated" brand philosophy, a minimum off-road capability that lets customers know that their Jeep, no matter which model, can go just about anywhere.

Jeep tampered with the Jeep brand when it introduced the Liberty, featuring an independent front suspension. The Cherokee it replaced incorporated solid front and rear axles, said to be better for hard-core off-roading by 4x4 purists. The new Liberty, which will also features an Italian-built common-rail diesel engine alternative with 295 lb-ft of torque for 2005, not only goes just about anywhere the old Cherokee could, but has also experienced strong sales among less dedicated 4x4 enthusiasts due to its more nimble nature on pavement.

Due to the Libertys success, Jeep is bullish about its soon to be released 2005 Grand Cherokee, which also breaks from tradition by offering an independent front suspension. While still maintaining a solid rear axle, the new Grand Cherokee will have no problem walking away from the current model in a head-to-head slalom, while still keeping up off the beaten path.

But while the Liberty and new Grand Cherokee offer improved driving dynamics over their predecessors, it is recent news about a car-based crossover Jeep, only suitable for light duty off-road applications that has purists concerned. In the same way Porschephiles cringed at the thought of including an off-road capable SUV among the storied sports car manufacturers models, some Jeep customers arent buying into the need for Jeep "light". But if Porsches example is one to go by, moving outside of traditional thought can be good for the bottom line. Currently Porsches Cayenne model is outpacing sales of its Boxster and 911 sports cars, effectually making the German brand predominantly an SUV-maker, much to the disdain of those that think the 911 is the only true Porsche. A crossover SUV similar to the Compass concept that was introduced at the 2002 Detroit auto show will definitely attract a new kind of clientele, what Jeep purists might consider "posers", when it joins two additional SUVs towards the end of 2006.

It has been designed to appeal to younger, price-sensitive buyers, commented Joe Eberhardt, Chryslers executive vice president of marketing. "With an entry-level Jeep, we have the chance to do that."

The Compass incorporates Jeep design traits into a vehicle designed primarily for on-pavement prowess. It will be less expensive than the Liberty when produced, targeting compact SUV buyers that might otherwise be looking at Chevys Equinox or Hondas CR-V.

The two additional Jeeps to come on market will be a large 7-occupant model based on the upcoming Grand Cherokee, dubbed the Commander. An attractively styled Commander Concept debuted in 2000, and DCX insiders have stated that the new model will carry forward some of its styling cues.

Ever since the Jeep Dakar Concept debuted in 1999 Jeep fans have been calling for it to be produced, and it looks as if the wait is finally over. The new four-door Wrangler will most likely change from its initial Dakar conception, however, as a completely redesigned TJ (Wrangler) is expected around the same time. The new stretched Wrangler Unlimited makes the new 4-door model possible, maximizing the 15-inch longer platform.

"Next year, well start the expansion to the lineup," commented Dieter Zetsche, CEO of the Chrysler Group, which includes the Jeep, Chrysler, Dodge, and many would agree, HEMI brands.

HEMI in mind, the automakers acclaimed 5.7-liter V8 finds its way into the new Grand Cherokee for 2005, and makes a major improvement in on-demand power without negatively affecting fuel economy due to its innovative cylinder deactivation feature. Jeep insiders also made mention of an SRT-8 version of the Cherokee, featuring what can only be imagined as the same 425 horsepower 6.1-liter HEMI that will soon be offered in the Chrysler 300 SRT 8. The 2005 Grand Cherokees base HEMI makes 330 horsepower and 375 lb-ft of torque, slightly detuned compared to the 300C/Dodge Magnum RT.

Zetsche stated that the Commander, which will no doubt also feature a HEMI under the hood, will make its world debut at the

2005 New York International Auto Show in March, and become available to consumers shortly thereafter in the summer of 2005. It will be assembled at the automakers Jefferson North Assembly Plant in Detroit.

The 4-door Wrangler-based SUV is expected to start production in 2006, at the soon to be upgraded Toledo South Assembly Plant in Ohio.

Expect the Compass-based model to ride on next-generation Chrysler-Mitsubishi developed Dodge Neon replacement architecture, and due to this to be produced at Chryslers Belvidere, Illinois facility that also makes the Neon.

Jeep also showed a larger than life Hummer H1-sized concept at Detroit this year, dubbed the Rescue. The Rescue would allow Jeep to win back some military contracts, as well as buyers who previously used CJs (Wranglers) for extreme off-road needs and are now buying Humvees. Zetsche made no mention regarding plans to build the oversized model during the other three product announcements, nor any plans to offer a Jeep pickup truck.

Most analysts agree, however, that DaimlerChrysler is only just beginning to exercise its option to expand the Jeep brand. The Jeep face, now emblazoned as part of the nameplates new logo, is one of the most recognizable styling treatments the world over, allowing greater initial global opportunities than either Chrysler or Dodge. No doubt, well all be seeing a lot more of it in the near future.