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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