Jeep is a motor vehicle brand that started in midst of the second World War in the early 1940s. The US military entered into a contract with Willy’s Overland to mass produce an all terrain vehicle that fit strict guidelines for combat use. Willy’s Overland, the company that fostered the Jeep brand, designed and distributed thousands of motor vehicles with 4x4 capabilities to the US military. The 4x4 Jeep became a staple for the US military in all sorts of combat situations, being as it was one of the first of its kind. The Jeep 4x4 was such a success on the battlefield that it was coined by the US Army Chief of Staff, "America's greatest contribution to modern warfare.” Since the second World War, Jeep branded military vehicles maintained its …show more content…
Its common theme of outdoors and ruggedness hold true throughout its car line-up. They want consumers to know that there is a specific “Jeep Lifestyle” that comes with owning a Jeep. Wellness, adventure, and outdoors are some of the different kinds of messages that Jeep tries to convey. These kinds of messages are also translated throughout its brand extensions and sponsorships. As seen in the advertisement to the right, they use their brand in scenarios in which a certain feeling would be conveyed. Outdoors and excitement is often seen in such ads, and further illuminates what the Jeep brand stands for. Jeep also produces outdoors gear, such as backpacks, apparel, tools, tents, and a variety of other products that would be used in those circumstances. Their brand extensions are often made to fit the current positioning of the Jeep brand, and it is rare that you would see them veer from that …show more content…
Produce reliable vehicles that perform at the level they should at the price they are offered at. Fiat Chrysler has been struggling as of late with not only Jeep, but other brands as well. In order to compete in the information age, where everything there is to know about the performance of a car is one click away, Jeep needs to not take any shortcuts. Since Jeep is such a storied car brand, Fiat Chrysler needs to make sure they do not allow it to go under. They can do this by pooling resources from struggling car brands within their portfolio, or taking away some advertising expenditures and putting them towards overall product