Company and Product Analysis After WWI, the US Army was looking for a fast, lightweight all-terrain vehicle. The Bantam Car Company and Willys-Overland were the only companies that responded. Karl Probst designed the first prototype for Bantam Car Company. Based on the Bantam prototype, Willys Quad and the Ford Pygmy prototypes were developed with their own changes and modifications. Willys Quad prototype was the only vehicle that met the Armys power specifications. The Army awarded the contract to Willys. Willys-Overland granted the US government a non-exclusive license to allow another company to manufacture the vehicles. During WWII, Willys and Ford filled 700,000 orders. The first civilian vehicle was called the CJ-2A. This vehicle was for construction workers and farmers. In March of 1987, Chrysler Coorporation bought out the company and replaced the car line with the Jeep.
The most popular physical attribute is its off-roading superiority. Jeep vehicles have great articulation, ground clearance, maneuverability, water fording and traction. They have been tested by the trail rated system, which consist of a series of grueling off-road tests. These vehicles are known for being durable and long-lasting cars. This brand is a great match for someone who lives a very active lifestyle. The Jeep brand is different from other brands by its ability to promote a certain culture and have one of the most well defined brands in the business. These vehicles give a sense of being patriotic due to their part in WWII. It is the original rugged passenger vehicle. Other companies have not been able to compare with Jeeps off-roading superiority. Physical Attributes, Benefits and Brand Differential
Jeeps has 3 main vehicles Wrangler Unlimited Rubicon Sahara Sport X SE Liberty Renegade Limited Sport Grand Cherokee Overland Limited Freedom Special Edition Laredo Each vehicle comes in a different package. These packages come with certain features that are either standard or optional. These features are in the capability, interior, exterior, safety and security of the vehicle. A consumer can choose which vehicle that bests match his/her needs and wants. Cars are distributed through dealerships and through rental car agencies. These cars are purchased in fleets. Some vehicles are purchased straight from the manufacturer. These vehicles perform well in bad weather, rugged road terrain and recreational activities. It is the car you can take anywhere.
Market analysis Jeep is part of the light truck automobile market. Specifically specializing in the SUV marketplace. Jeeps leading selling car is the grand cherokee. Jeep was 5 th in 2000, selling 495,434 units in a tough marketplace behind chevy and ford which have more products in the light truck market. Jeep Sales Figures in Units
U.S. Economy Impact Sales of Chrysler brand units were up 14 percent in 2004, compared to Despite poor weather conditions in many parts of the country, customers visited showrooms nationwide and the sales reflect that economic indicators are pointing up The economy and the financial markets are gaining momentum Chrysler has developed new, distinctive products in the market The Jeep concept car called Treo. It uses fuel cell technology as well as hydrogen fuel cell powering all four wheels via dual electric motors. It is designed to operate in all types of environments. Fuel cell is an electrochemical energy converter on board the vehicle to generate energy from hydrogen for an electric motor. For fuel cell to go on the market, fuel and infrastructure issues must be clarified worldwide as well as political community, mineral oil industry and the energy sector.
New Diesel Engines Advances the Technical Aspects of Jeep Market Chrysler brought out several new diesel engines for export markets in 1999 and The 2.5 will be used in minivans and Jeeps, the 1.9 in cars, and the 3.1 in Jeeps. The 1.9 and 2.5 liter engines will be direct-injected four-valve turbodiesels, and in 2001 and They include common rail fuel injectors and meet Euro III emissions standards. The 3.1 liter turbo Diesel has five cylinders also meet Euro III. All are being designed to have better gas mileage, performance, and noise, vibration, and harshness levels than current engines.
Regulations Protecting the Environment that influence Advertising and Promotion For DaimlerChrysler, a responsible approach to protecting the environment forms a key aspect of safeguarding the ongoing success of the Group. Our measures for protecting the environment encompass not just production processes but the entire product range, and take into account the whole product life cycle-from the utilization of raw materials, product development, production and product use all the way to disposal and recycling. Environmental Report 2004: Significant Advances in the Reduction of Fuel Consumption an Exhaust Emissions With the initiative "Energy for the Future" DaimlerChrysler is illustrating the commitment to the environment as a part of its social responsibility for sustainable mobility. DaimlerChrysler presented the worlds first synthetic diesel fuel, which does not affect the CO2 atmospheric balance in the atmosphere during driving. DaimlerChrysler protect natural resources by including renewable raw materials in our products and processes, by conserving energy, and by focusing on recycling possibilities during the design and development stage of our products.
The Social Acceptability of Jeep View A: Jeeps are considered a safe automobile because of their size and off road stability View B: Jeep automobiles main conflict with the environment is the amount of gas and fuel that is required for operating.
Conclusion Jeep has done well in establishing their brand image. It is a type of culture in itself. The all American vehicle is not only known for its ruggedness and sporty appeal, but it is also one of the most durable cars on the market. To go along with the Jeep image is their merchandise that caters to the lifestyle of the consumer. Annually, Jeep sells and licenses more then $200 million in merchandise. Jeeps reputation and off- road superiority as being the vehicle that you can go anywhere with, doesnt count for much with todays sport-utility buyers. Consumers are now more intrigued with luxury such as rear-seat entertainment systems and air-cooled upholstery. Jeep has a strong opportunity to utilize a new advertising and promotion campaign that can focus on the luxury of the vehicle. Giving consumers the image of a vehicle that is not only luxurious but also maintains the rugged, tough image of Jeeps, will give this brand the extra edge against the competition.