With the introduction of the first Grand Cherokee, Jeep defined and created the luxury sport utility vehicle (SUV) market, but in spite of this grand tradition the model is currently experiencing some difficulties. Jeep not only defined what an SUV was, it was the SUV market in the USA with the inception of the Cherokee and later on Grand Cherokee. This is no longer the case. The growing list of strong competition has intensified, and along with high fuel prices, this has lead to some serious challenges to Chrysler in spite of Jeep’s combination of legendary 4×4 capabilities, on and off-road refinements, and technological innovations.

The Jeep Grand Cherokee was one of the pioneering SUVs that ushered in the modern SUV market in the early 1990s. When it debuted, the Grand Cherokee represented a bigger and more refined version of Jeep’s smaller but popular Cherokee. The company’s designers wanted the Grand Cherokee it to be maneuverable enough for city driving, roomy enough for the whole family, stylish enough to take out on the town and rugged enough to reach those remote camping areas. The Grand Cherokee certainly met all of these requirements and, we feel that Jeep continues with this tradition in its current Grand Cherokee version.

The 2005/2006 version of the Grand Cherokee, which is the model’s 3rd generation, is one of the best SUVs made, and as one critic put it “arguably the most desirable”. With some of the outstanding available features of full-time four-wheel drive, independent front suspension, rack and pinion steering, a five-speed transmission, and an available 5.7-Liter HEMI V-8 with MDS, which deactivates up to 8 cylinders when not needed for better gas mileage performance, the Grand Cherokee is featured packed. Safety features include Electronic Stability Program, SmartBeam ™ headlamps that automatically and quickly adjust high-beam brightness and intensity, All-Speed Traction Control System, and advanced multi-stage air bags with an Occupant Classification System. The look and feel of the body was also updated to give it an edgy angular look, which looks new and contemporary while retaining that Grand Cherokee style with the famous 7-slot Jeep grille. Chrysler also gave the Grand Cherokee an updated suspension system that delivers better corning turning performance and a tighter turning radius.

In spite of these top-of-the-line features, Grand Cherokee sales in the USA for 2006 (ending December 31, 2006) were 139,148 units, which were down from 213,584 in 2005. This represents a decline of 35%. Jeep’s smaller SUV, the Liberty, also saw its numbers drop dramatically in 2006 with unit sales of 133,557 versus unit sales of 166,883 for 2005, a 20% decline. While it doesn’t necessarily make Chrysler feel any better, they were not alone in decreased sales in the SUV segment. Other USA car manufacturers also experienced declines. Ford experienced a 25% drop in its SUV sales for the USA, while GM’s truck sales were down 9.6% (2,499,269 for 2006 versus 2,765,809) (detailed performance reports for GM’s SUVs was not available). The decline in SUV sales, especially mid-range models, was affected by the dramatic price increases in gasoline during 2006. This along with luxury SUV models by BMW, Lexus, Mercedes, and Porshe, and mid-priced SUVs by Mitsubishi, Toyota and others experiencing a surge in popularity is creating a sizable challenge to Chrysler. With its outstanding features, Jeep tradition, and the Daimler-Chrysler technology behind it, we look for the Grand Cherokee to make a strong return in the future.

It might be a long way from the outback or actual off road driving but Chrysler is becoming very innovative in its marketing efforts to allow potential clients to experience the Jeep’s trail rated difference!

In early October at the South Florida International Auto Show, Chrysler set up what they called “Camp Jeep”. To those less term enriched, Jeep made a driving exhibit to give test drivers the real-life experience of driving a Jeep off road. This was no minor feat for Jeep. To build their course at the Miami Beach Convention Center, they had to haul in over 220 yards of mulch and spend almost six days developing the obstacle course. The trail featured a water obstacle and an 18-foot “hill” as well as other driving challenges. All to show potential clients just what a Jeep can do out on the trails.

If this wasn’t enough, Chrysler is going it one better at their upcoming “Full Throttle Test Drive Event” at the Wild Rivers Water Park in Irvine, CA (Los Angeles area) this Saturday (Oct. 28) and Sunday (Oct. 29). Chrysler will be featuring its full line of vehicles on three different specialty courses, one of which will be a 4×4 off-road adventure course. Consumers will get the chance to test the off-road capability of Chrysler’s Jeep Wrangler, Grand Cherokee and Commander on the course.

This event will run from 9 a.m. to 5 p.m. each day and is free. Food and drinks will be available. People interested in attending are being encouraged to pre-register for a general arrival time on Saturday or Sunday by calling 888-809-7088 or visiting http://www.ridedrivewin.com/pr. Pre-registration is not required to attend. You do need to be 18 years or older with a valid driver’s license to participate in the vehicle driving tests.

Is it worth the expense to construct these man-made obstacle courses? Chrysler must think so and some marketing studies would seem to indicate that it is as well. According to market research, 40% of the people that attend these types of auto shows will buy a vehicle within a year of the event.

We applaud Chrysler for their innovative way to demonstrate their vehicles’ performance and to give people a chance to see for themselves what they feel like out on the trails. We look for more marketing innovations out of Chrysler as they make a push to further strengthen their off-road image.

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Where does the Jeep Gladiator fit into the great history of the Jeep line of vehicles. Jeep from its lowly beginnings has risen to the level of a status vehicle for many in the market today.

The Jeep vehicle name started out in the bare bones military unit. Simply designed to meet the rigors of being in the field.

The original JEEP as it was known back in February of 1941 was so named because the vehicle actually did not have a name. In a test drive of the Willys-Overland scout car took a demonstration ride up the Capital steps. When the reporter asked the driver Irving “Red” Haussman the name of the vehicle he said “It’s a jeep”. The name was then published across the nation in the review article and a new automotive brand was borne.

Willys-Overland inc was awarded the name as it owned the manufacture rights of the first military vehicles. The Jeep went on to nobally serve in World War II. When the soldiers arrived back from the fronts they wanted the Jeeps they had driven during the war.

Willys-Overland was more than willing to produce this grand little car for the common market. The Jeep CJ-2 was the first commercially available vehicle and stayed in basic production through the Jeep CJ-7.

The Jeep CJ-7 was the last military variant of the great Jeep nomenclature. The final Jeep CJ-7 rolled off the production line in the United States in 1987. It was subplanted with the Jeep brand Wrangler or YJ. The YJ for many was designated as the Yuppie Jeep as it had a lower running height and more supple suspension. This Jeep remained in production for 10 years.

In 1997 the YJ was replaced by the current TJ production unit. This unit along with many small tweaks went back to the original Jeeps round headlights. In 2007 the Jeep YJ is slated to be replaced by the Jeep JK model vehicle.

The JK model of vehicles will include three separate variants. The first Jeep variant will be a short wheelbase two door model that will be the direct replacement to the Jeep YJ and hold true to the original form of this model line.

The second model will be a four door variant with a slightly increased wheelbase for those wanting more functionality out of the Jeep. This vehicle should also be better equipped for the less outdoor slanted owner.

The final version will be a pick-up variant Nicknamed the Gladiator. The Jeep Gladiator will feature a slightly extended cab. This will not feature a jump-seat for the kids but allow for storage of small items such as laptops, book-bags, overnight bags, and the like.

The bed of this truck will be 7 foot and perfectly square. This vehicle will be rugged and ready for the trails or a quick camping trip with the buds.

The Jeep has come a long way in the last 60 plus years. This great brand is planning on moving into the future with more memorable vehicles at its back.