MacolmXJ got it right again. Without the capability there is no image. Without the image they will lose sales. If they want to come up with another name for the Jeep manufactured vehicles that are softroaders I'm ok with it, just don't call it a Jeep. For example,in the late 1940's, when Willys Overland took some Wagon/Pickup parts and made a 2WD car that looked like a Jeep but was really a car they called it a "Jeepster" (of course they were not calling real Jeeps by the Jeep name yet. This would solve the problem for me. Here in the west you see an awfully lot of Jeeps that started life as grocery-getters out on the trail, now that they have some miles on them and a few dings. When I drive down to Orange County CA I'm always amazed by all the people driving BMW's and similar cars that will go 160 MPH on the Autobaun, but rarely see more than 15 mph in rush hour traffic. I'm stumped by why anyone would want such a car there (or anywhere except Germany), but I think it is the same reasoning that Jeep owners want a capable vehicle in which to get grocerys. At least Jeep is thinking about it, whcih is more than I can say for the other car companies.

I bet that 90% isn't far off. I sure see a lot of Moms driving Liberty's and young professional women driving Grand Cherokees. I know several people with Jeeps and I would bet that 90% only put them in 4 wheel when it snows.
Jeep does need it's core products but looking at expansion would be a good move.

So the scrambler is coming back because Liberty sales have been good.... Who are you kidding? If you take half a glance at the Scrambler spy shots it is obvious that the Scrambler will be nothing more than a stretched TJ. Other than the middle of the vehicle being stretched it is entirely an existing vehicle. Traditional Jeep owners have been crying for this vehicle for years for this very reason. It's a cheap extension of the Wrangler platform that requires minimal investment which results in a perfect addition to the Jeep lineup. In the back of my mind I am hoping Jeep is testing the waters for more vehicles of this type which will hopefully result in the Dakar being put into production. GM and Ford have been doing this for years (Suburban/Tahoe, Expedition/Excursion, Shortbed/Longbed pickups...) so why is it taking Jeep so long to figure it out? I think it is great that the Liberty is selling well and I don't have a problem with some "softer" vehicles in the lineup if they continue the Jeep heritage. Lets not forget there have been two-wheel-drive vehicles in the Jeep family tree! Just make sure they are nostalgic Jeep vehicles and not something out of left field. I like the Liberty but it is definitely a departure from the Jeep nameplate. It could just as easily have ended up with a Plymouth badge on it and it would have probably kept that brand around a bit longer. Jeep has long been fortunate that the people who buy its products haven't always demanded the tops in quality. Then it went upscale with the Grand Cherokee which put them into a different market that demanded higher quality. Jeep has been trying to catch up ever since. If they are going to continue in the direction of making softer vehicles they had better get the bugs worked out or the new vehicles will take the traditional ones down with the ship. My TJ is only four years old and was designed long after Jeep went upscale with the Grand Cherokee. Still it has problems that resulted from Jeep trying to put a "softer" interior in the TJ. Yes, the move to softer vehicles has in some ways resulted in the basic Wrangler getting worse - not better.

caveman, you're idea is an interesting one. Jeep used to be coupled with the Eagle brand that offered a line of vehicles that is very much like the current crop of Subaru offerings and used the Jeep dealer network. Not long after the Eagle brand was put to pasture, Subaru revitalized and developed the idea with the Forestor.

I agree with the last posts. I've been moaning for
years about Jeep passing on the Dakar. There are
those of us who have kids and other "baggage" who
still want the rugged style and versatility of the
Wrangler. Unfortunately Jeep doesn't see this.
So, they've lost sales to people buying Hummers,
if they can afford them, and XTerras, which give
the false image of ruggedness.
And just wait til the less expensive, smaller Hummer3 appears. It looks alot like a Jeep vehicle

I agree that the Wrangler has the grunt to be more than just an image, but I'm not so sure about the Liberty. I too want to see no-nonsense Jeeps that are capable of traversing hard-core trails, and would love to see the Dakar introduced, especially with the Turbo Diesel option. If they want it to ride soft, incorporate the AiRock air suspension as an option. For those of us who need a real Jeep that holds more than a Wrangler, it means keep driving the old one. My XJ has 235,000 miles. Some day I'll want something newer, but Jeep makes nothing I'd want to buy. Women don't do all the new vehicle buying! They make vehicles targeted to 16-20 year olds with weird interiors and 20 inch wheels and tires that look flat, and cushmobiles for women, but what about men over 50? Sorry, butI'm not going to buy an Oldsmobile.

Jeep is not just an image, it’s the most loved and recognized vehicle on the planet! When I drive around town I often see little kids who are barely old enough to speak and yet they point a finger and say, “Jeep”. How many little kids say “Toyota 4-Runner”?

When you own a Jeep, it’s like owning a proud piece of history. A war hero and a legend that still after more that 60 years has honoured its heritage and remained a versatile, nearly indestructible, unstoppable machine.

Chrysler can go ahead and make another SUV, I don’t give a flip, but they should NEVER EVER stop offering a truly capable vehicle worthy of the Jeep name. If they do, all I can say is long live the aftermarket because my 97 Jeep TJ is going to have to last me another 50 to 60 years!

Ps. I’m one of those nutballs as MalcomXJ calls us. I have a 97 Jeep TJ lifted 6” with 35” tires on it. I bought it new in 97 and it’s been through every Jeep Jamboree in Bobcaygeon since 98, plus countless offroad excursions around my hometown.

The danger lies in *what* market they are aiming the Jeep brand at. There is a deep suspicion among enthusiasts that DC is moving the brand outside of it's scope. This means producing vehicles that have nothing to do with utility but rather follow market trends. Jeep has been the best-selling cult vehicle the world has ever known. It's an icon, and as such stands for something. Few vehicles have this pedigree (and the enthusiasts that care).

To be honest, I think it's intellectually dishonest to dismiss these concerns by simply stating that "it's a business." It is a business, but it's analogous to McDonald's ceasing to offer Big Macs and instead offering Mexican food because everybody loves Mexican food. This may or may not end up being the case, but that's the fear of many.

The truth lies somewhere in-between. I'm heartened by the mention of the importance of halo products. Without the current offering of the Wrangler, the Jeep brand would be nothing more than a glorified minivan producer. The Liberty represented a fundamental shift in philosophy: formerly simple utilitarian engineering morphed into comfort over utility. The Compass is even more radical a departure. This is a segment that Jeep has no real stake and doesn't easily fit in with the product's established mission: go anywhere. Not necessarily a bad thing, but it doesn't seem to follow the Jeep Ethos to many who treasure the brand. With the Compass they seem to be aiming at the Subaru WRX autocross market but are doing it with a vehicle that can't compete (if the rumored specs are true). It's a cute plastic coupe that is meant to appeal to the Gen Yers.

Fine. But if there isn't a Jeep that lives up to the heritage somewhere in the product offerings I suspect they'll find their brand identity being diluted beyond repair. Those nutballs (and I say that with affection) who lift their CJ's, TJ's, YJ's, and XJ's and stick 33's on them in order to climb boulders and terrain no sane person would try should be seen as an asset to the brand -not irritants. They are a marketing campaign unto themselves. DC: Listen to them.

First we as Jeepers have to understand that DaimlerChryler is in the business of making money!!! As was Bantam, Willy's, Kaiser, AMC and Chrysler, all of which were out there to do the same. Few can trully argue that AMC or previous manufactures, were really out there because of true Jeep heritage. They built what the market demanded. Back in 1990, the market of 4x4/Utility vehicles was 1/40 it is today. So the old Cherokee XJ with Solid Axles, 5 passenger seating, rodust ride was top of the line, however that line was very short. Todays SUV buyers demand all of the options/ride quality of a luxury vehicle. If Jeep does not go with the market demand they will fall very much behind in sales. As a 4 time XJ owner and first time WJ/ Grand Cherokee owner I am saddened by the thought of a jeep that cannot traverse the Rubicon but as someone with half a brain, I can understand the situation DaimlerChrysler faces.
Frank G

The person making the decisions actually beieves that 90% of Jeep owners dont go offroad....... not good!

here is my comment
JP ran an article this issue saying that DC officals have axed the Scrambler program for North America. No scramblers for the united states at all.

You guys with TJ's won't get until you go down to your Jeep dealer in a few years and find out they don't make it anymore and that it was replaced by something out of a cartoon show(to appeal to 17 year old kids who still watch them) with independent suspension and that gets stuck in a pothole on the dealer's parking lot. Then you'll be complaining too. That is what happen to those of us who drive XJ's. People BUY Jeeps because they THINK they are tough and capable. Some still are. If Jeep wants to make cars or softroaders and call them something other than "Jeep", I'm all for it.

I agree..I may love my TJ, but I also
love the fact that my girlfriend is
atleast trading in her Jetta for a
Libery!

I for one am tired of hearing all of you guys moaning around about other Jeep vehicles as if any thing other than a wrangler or cj isnt a real Jeep.Frank had it right a few comments ago and the rest of you need to get your head out of the clouds.DC is a business and the last time I checked to stay in business you have to make money.Dont get me wrong I love my Wrangler but I also understand the same people that you folks like to run down(the other Jeep buyers)help pay for us small percent of off roaders.If DC fails to make money and stay in business tell me which one of you fellows has the cash to start up a complete Jeep assembly line? I didnt think so!The way I see it is I hope Jeep keeps growing in sales and offering a broader range of vehicles to fill many needs just as Willys Overland did. As for us die hards we will enjoy the luxury of having many buyers contributing towards our niche of off roading thru over all sales.Why give GM or Ford the money to invest in their products? Thats exactly what happens when someone buys other than DC products.Wake up ,why do think the scramblers coming back? Strong Jeep sales! And DC stood up a took notice. As much as you hate to admit it the Liberty had alot to do with that.Good sales numbers!Maybe not for me, but for others who like them. You see its a good cycle so lets set back and look at the big picture.

Perhaps a solution would be to create a new brand, say Willys or Compass, for the "soft-road" models. These vehicles would be manufactured by the Jeep division, but would not wear the name "Jeep," which would be reserved for genuine off-road capable vehicles (and their 2 wheel drive look-alikes).

here is my comment
You guys have it right! I too wish DC would listen. DC wants to expand their market to females by softening vehicles like the Liberty and the Grand Cherokee while discontinuing real Jeeps like Cherokees and CJ's (and not marketing the Dakar). What they need to understand is this: Older people will buy youthful vehicles like convertable Beemers, Porches, etc. but a young person will less likely want to be seen in an Oldsmobile or Buick. In the same way, I believe women will buy tough Jeeps but true off-roaders don't want to be seen going up the Rubicon Trail in a Liberty or any other minivan with a Jeep name plate. Without tough vehicles, Jeep is forcing it's core group to look at other options such as Land Rover, HUMMER, or buying used Jeeps like I did.

If Jeep wants us to buy new Jeeps then they will have to bring back, bare-bones, no-nonsense, solid off-road 4x4's like they used too because I don't see any new Jeep vehicle that makes me want to go buy it. I do like the TJ rubicon but my family is growing so I had to go with a 2001 Cherokee. I'd love to see a Dakar. I would have bought one if available or maybe a Jeep version of the Mercedez G-Class built tough with no frills for the average Joe. That's just my opinion.