Brand Overview
1
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

FUNCTIONAL
FUNCTIONAL
VALUES
VALUES
Nimble, responsive,
stimulating
ASPIRATIONAL
ASPIRATIONAL
VALUES
VALUES
The excitement of
peak experiences
“Go Anywhere”
Versatility
Fun &
adventure
ADVENTURE
In-command /
In control
Break out of
the Routine
Free-spirited
Exploration & Discovery
Nature
Noble purpose
Rugged & Tough
4WD
Leadership
MASTERY
Off-Road Capability
On-road Safety/Security
Go where others cannot
Purpose
built
ONLY IN A JEEP®
FREEDOM
Find the Jeep® in You
Connected
to a
unique community
Individuality & Uniqueness
AUTHENTICITY
Timeless
Ordinary People doing Extraordinary Things
The Original 4X4
Distinctive
Jeep® design
Genuine
Robust,
Dependable
Confidence
Always there
for you
Security
FOUNDATIONAL
FOUNDATIONAL
VALUES
VALUES
4
Jeep® Brand Mood Collage

ADVENTURE
MASTERY
ONLY IN A JEEP®
FREEDOM
AUTHENTICITY
5
Jeep® Passion Points

Camaraderie
Sports
• Connected to a unique
community
• Time with friends and
family
• Belonging to
something bigger
• Seeking Adventure
• Constantly striving to be
the best
Technology
• Up-to-date
• Functional
Fashion
• Relaxed Style
• Rugged, Outdoorsy
The
Outdoors
• Being one with nature
6
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

Commander
The 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 Cherokee
Jeep 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
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sacrifice nothing.
Jeep® Product Positioning

Wrangler
Jeep 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 Unlimited
Born 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.
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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 Archetypes

Archetype studies told us Jeep® is perceived as:
AUTHENTIC
HEROIC
Original
Open
Nature
Freedom
Legendary
Strong
Loyal
American
Liberator
ADVENTURE
Unstoppable
Independent
An ICON
Capable
Rugged
Nobel
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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Brand History (Heritage)

• 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 fourwheel-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
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Brand History (Heritage)

• 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
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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 Image

JEEP® BRAND
Purchase
funnel
Image
%
Totally
Agree
Germany
France
Italy
Spain
UK
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%
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

Relaxed Style
Young at Heart
Understated
Status
Adventurous
Lifestyle
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