UPDATE: Jeep’s official microsite is online!
This week, the auto world was thrown into a tizzy over Jeep’s latest salvo in bringing more fuel-efficient vehicles to the fleet. This of course, is mostly to offset the MPGs of their core vehicles (Wrangler and Grand Cherokee), but also aims to make the Jeep brand more appealing to a larger audience.
When Jeep (a.k.a. Chrysler, a.k.a. Fiat) introduced the new Cherokee, I feel they missed the mark. But most of that was simply because they blew the Cherokee heritage. Had they called it something else (maybe something patriotic like the “Justice” or “Freedom” to match the “Liberty” already in their line up #sarcasm), I am sure the reception would have been warmer.