Jeep has established itself in the field of off-road vehicle performance. But now it is seeking to appeal to a larger market to cover the young enthusiasts. It is determined to capture the needs of both the young and the old using the charisma of all-new Wrangler.
However, in expanding the target market of the automaker, some Jeep purists are expressing their dissent. They think that the brand has gone too soft than expected. "Everybody is worried that Jeep will lose their name," said Cefali, vice president of the Great Lakes Four Wheel Drive Association and also a Jeep consumer. "I would hate to see Jeep not being on the foreground of off-roading."
The trackhawk jeep the successor to the World War II Jeep, is a mini sport utility vehicle that debuted in 1987. It was first updated in 1997. The next modification happened in 2007 and the latest is for this model year. All-new Jeep Wrangler is equipped with a number of firsts that include the powered windows and door locks. Through the 65-year history of the automaker, this is the very first time that it offers said features.
"It seems like they're coming out with some things that are not really off-road capable," added Cefali. Such a sentiment is the reason why it was crucial to talk to Jeep purists when the new Wrangler was merely a sketch, said Jeff Bell, vice president of Jeep, a division of DaimlerChrysler AG's Chrysler Group. He added that with competition from newer brands like Hummer and rugged midsize SUVs like the Nissan Xterra, a modern Wrangler had to be built. But the look and features would not offend four-wheel loyalists.
