1. Brand Overview

2. 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.

3. 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.

4. Brand Identity Model ONLY IN A JEEP® ONLY IN A JEEP ADVENTURE FREEDOM
Distinctive
Jeep® design
Robust,
Dependable
Genuine
4WD
Leadership
Fun &
adventure
Nimble, responsive,
stimulating
Confidence
Noble purpose
Security
The excitement of
peak experiences
Connected
to a
unique community
ADVENTURE
Free -
spirited
Exploration & Discovery
Nature
FREEDOM
Find the Jeep® in You
Individuality & Uniqueness
MASTERY
Off
Road Capability On
road Safety/Security
Go where others cannot
AUTHENTICITY
Ordinary People doing Extraordinary Things
The Original 4X4 In
command /
In control
Break out of
the Routine
FUNCTIONAL
VALUES
Always there
for you
Purpose
built
ASPIRATIONAL “
Go Anywhere ”
Versatility
Timeless
Rugged & Tough
FOUNDATIONAL

5. Jeep® Brand Mood Collage
ADVENTURE
MASTERY
ONLY IN A JEEP®
FREEDOM
AUTHENTICITY

6. Jeep® Passion Points Camaraderie Sports Technology The Outdoors
Fashion
The Outdoors
Connected to a unique community
Time with friends and family
Belonging to something bigger
Seeking Adventure
Constantly striving to be the best
Up-to-date
Functional
Relaxed Style
Rugged, Outdoorsy
Being one with nature

7. 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.

8. 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 sacrifice nothing.

9. 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.

10. 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.

11. 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

12. Go Anywhere, Do Anything
The Archetypes
Archetype studies told us Jeep® is perceived as:
AUTHENTIC
HEROIC
Original
Open
Nature
ADVENTURE
Freedom
Strong
American
Loyal
Independent
Unstoppable
Liberator
An ICON
Capable
Nobel
Legendary
Rugged
Go Anywhere, Do Anything

13. 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
Jeep® is registered as an international trademark
1954: Jeep® CJ-5 is introduced

14. 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 four-wheel-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

15. 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

16. Brand History (Heritage)
2005: The all-new next-generation Grand Cherokee is introduced and the seven passenger Commander debuted.
: 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.

17. Brand Funnels and Image
JEEP® BRAND
Germany
France
Italy
Spain UK
Purchase funnel
Spontaneous Awareness
0.8%
0.4%
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%
Image % Totally Agree
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%
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

18. Target Customer Profile
Relaxed Style
Young at Heart
Adventurous Lifestyle
Understated Status