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Brand Overview

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International Jeep® Brand Preamble

In Europe, Jeep® represents a state of mind as well as an admired brand. Owners say that their Jeep not only facilitates their active outdoor lifestyles, but is also symbolic of both their free-thinking independence, and their desire to lead casual relaxed life-styles.

Jeep® owners talk about how their Jeep® has the capability to empower them- how it enables them to envision adventures large and small. They never discuss Jeep®’s ability to climb over rocks or to ford steams and rivers. Nonetheless, it is important that their Jeep® have off-road capability- even if it is something that they will seldom use. Jeep®’s off-road credentials, heritage, and authenticity are key to it’s uniqueness in a market full of pretenders. It is this uniqueness that gives Jeep® a form of status unlike luxury SUVs- it validates the decision to buy a Jeep® and bonds owners to the brand.

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International Jeep® Brand Preamble

The experience of owning a Jeep® may be likened to that of owning an Omega Speedmaster wrist watch, which was worn by the Apollo 11 astronauts on their mission to the moon. Obviously, people buy the Speedmaster knowing that they will never go to the moon, however the Speedmaster’s ruggedness which enabled it endure travel to the moon and back, says a lot about its quality and ruggedness. Owning a Jeep® is similar to that of a Speedmaster, both are important for what they say about their owners.

Jeep® reflects the owners desire to live a less ordinary life. Jeep® ’s ability to physically and emotionally escape the everyday stress of city life attracts buyers. Owners want to be seen as multi-dimensional: successful in their city lives, active, confident, adventurous, and longing to relax in the outdoors.

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Brand Identity Model

ONLY IN A JEEPONLY IN A JEEP®

DistinctiveJeep® design

Robust,Dependable

Genuine

4WDLeadership

Fun &adventure

Nimble, responsive,stimulating

Confidence

Noble purpose

Security

The excitement ofpeak experiences

Connectedto a

unique community

ADVENTUREFree-spirited

Exploration & DiscoveryNature

FREEDOMFREEDOMFind the Jeep® in You

Individuality & Uniqueness

MASTERY MASTERY Off-Road Capability

On-road Safety/SecurityGo where others cannot

AUTHENTICITYAUTHENTICITYOrdinary People doing Extraordinary Things

The Original 4X4

In-command / In control

Break out ofthe Routine

FUNCTIONALVALUES

FUNCTIONALVALUES

Always therefor you

Purposebuilt

ASPIRATIONALVALUES

ASPIRATIONALVALUES

“Go Anywhere”Versatility

Timeless

Rugged & Tough

FOUNDATIONALVALUES

FOUNDATIONALVALUES

ADVENTURE

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ONLY IN A JEEP® FREEDOM

AUTHENTICITY

MASTERY

ADVENTURE

Jeep® Brand Mood Collage

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Camaraderie Sports Technology Fashion The Outdoors

Jeep® Passion Points

• Connected to a unique community• Time with friends and family• Belonging to something bigger

• Seeking Adventure• Constantly striving to be the best

• Being one with nature• Relaxed Style• Rugged, Outdoorsy

• Up-to-date • Functional

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Jeep® Brand Positioning

The Jeep® brand is rooted in off-road capability, the outdoors, and adventure. The brand personifies the attitudes and values of its owners: confident, motivated more by life than status, a sense of relaxed style, and a need for psychological empowerment and freedom from constraints.

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Jeep® Product Positioning

CommanderThe Jeep® Commander is a ruggedly styled 7-seat SUV, with well appointed interior providing spaciousness and versatility that add value to my rich and varied life.

Grand CherokeeJeep Grand Cherokee delivers a sporty and sophisticated driving experience with superior on-road ride and handling, excellent 4X4 capability, and technological innovations in a well appointed package.

Cherokee The all-new rugged and uncompromising Jeep Cherokee is the newest interpretation of legendary Jeep design and capability for the active and adventurous who want to sacrifice nothing.

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WranglerJeep Wrangler remains true to its heritage as the original, extreme fun and freedom machine. It delivers a new level of open air, purpose-built extreme off-road capability for independent minded adventurers.

Wrangler UnlimitedBorn from the Wrangler, the Jeep® brand icon and ultimate 4x4, the Wrangler Unlimited is for those who want 4-door versatility with the capability, fun and freedom found only in a Wrangler.

Jeep® Product Positioning

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Jeep® Product Positioning

Compass

Compass is a modern styled Jeep® designed to reach youthful customers who did not previously consider the brand. Compass has the credibility and cachet of the Jeep brand at a very affordable price.

Patriot

In the compact SUV segment, the new affordable and adventurous looking Jeep® Patriot allows one to project strength; and to express their individuality in a relaxed, yet rugged, style.

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Significant Marketing Challenges

• Increase low brand awareness outside NAFTA- G5 aided awareness is high 74% 1999, 82% 2004- G5 spontaneous awareness is very low 1.4% 1999,

1.0% 2004• Deliver coherent brand and product messages to best

leverage restrained marketing and advertising budgets• Develop relevant global positioning for new product

introductions• Manage product lineup complexity

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The ArchetypesArchetype studies told us Jeep® is perceived as:

AUTHENTIC

HEROICOpen

Original

ADVENTUREStrong

Loyal

IndependentCapable

Nobel

American

NatureFreedom

Rugged

Unstoppable

An ICONLiberator

Legendary

Go Anywhere, Do Anything

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Brand History (Heritage)

• 1941: Willys-Overland wins U.S. Army contract to produce Willys MB

• 1944: First civilian Jeep® – the 1945 CJ-2A – is produced

• 1945: The industry’s first all-steel station wagon the Willys Overland is introduced

• 1950 Jeep® is registered as an international trademark• 1954: Jeep® CJ-5 is introduced

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• 1962: The Jeep® Wagoneer is unveiled, the first Jeep® vehicle designed from the ground up for civilian use

• 1972: Quadra-Trac®, the first fully automatic full-time four-wheel-drive system is launched on the 1973 Wagoneer

• 1983: The new 1984 Jeep® Cherokee offers 4x4 power in a midsize package, kicking of the modern-day sport-utility boom

Brand History (Heritage)

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• 1992: the 1993 Jeep® Grand Cherokee is introduced spectacularly at NAIAS, driven through the glass walls of Cobo Arena

• 1997: The new Jeep® Wrangler is unveiled• 2001: The new Jeep® Cherokee/Liberty begins

production• 2004: Jeep® Cherokee gets a facelift and an essential

2.8 VGT CRD engine

Brand History (Heritage)

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Brand History (Heritage)

• 2005: The all-new next-generation Grand Cherokee is introduced and the seven passenger Commander debuted.

• 2006-2007: The all-new Wrangler and four-door Wrangler Unlimited will launch. The Jeep® lineup extends to the compact segment with the addition of the Compass and the Patriot.

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Brand Funnels and ImageJEEP® BRAND Germany France Italy Spain UK

Purchase funnel

Spontaneous Awareness 0.8% 0.4% 0.8% 0.6% 1.0%

Aided Awareness 80.1% 89.7% 74.7% 77.2% 93.9%

Favorable Opinion (Top 2) Ten point scale

10.2% 7.5% 25.2% 16.0% 9.0%

Consideration (Definitely) 9.8% 4.2% 25.6% 13.6% 16.7%

Image %

Totally Agree

The Genuine 4x4 Brand 52.6% 35.2% 59.8% 44..8% 42.3%

More Capable than other 4x4s

32.3% 14.5% 38.4% 23.5% 15.7%

Innovative 34.5% 11.2% 37.3% 32.2% 22.1%

For Individual w/ Active Lifestyle

51.4% 22.5% 46.0% 35.6% 34.3%

Provide a Sense of Freedom

49.4% 26.0% 59.8% 43.6% 29.6%

Fun to Drive 61.0% 14.3% 44.2% 38.9% 26.7%

Provide a Sense of Adventure

54.1% 29.3% 59.3% 43.8% 30.2%

Base 1: Awareness + Don't know 502 506 504 501 500

Base 2: Awareness: Spont. + Aided 403 454 378 388 470

Note: Spontaneous And Aided Awareness use base 1; Favorable Opinion, Consideration and all Image traits use Base 2 (Total Awareness) Total Sample Base 2513

Source: Brand Tracker 2004-2005

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Target Customer Profile

Understated Understated StatusStatus

Relaxed StyleRelaxed Style

Young at HeartYoung at Heart

Adventurous Adventurous LifestyleLifestyle