"Improvement of fuel economy, quality, sales, resale value, brand image. The 2007 Jeep Compass has filled a gap that Jeep enthusiasts were not aware existed. The fuel-economy gap. Coupled with affordability, this vehicle will definitely fare well in the mass market.

At this point, the strongest suggestion I would have would be to objectively review the vehicle. For what it's functions were created for."

Miguel, I'll answer a few of these if I may. We want fuel economy in the current vehicles, not a new vehicle that is nothing like what we buy. DCX can do that easily - a nice modern clean diesel, a few things like the JX has - raked windscreen, better breathing, etc would be fine.

Are yu saying that the DCX will build a quality Compass, but a ratty Wrangler? Why?

Every time a special deal comes out - $X000 off, no interest for 60 months, etc, with few exceptions the Wrangler is excluded. Most of us have to wait to get a wrangler because of high sales given it's run. When do you see current year Wranglers on sale because the new year vehicles are coming in?

Wranglers have possibly the highest percentage resale value of any mutli-year model vehicle on the market. Period.

Wrangler and the CJs etc before it created the brand image. Wrangler is the brand image. Compass is taking that image, not creating it. Quite the reverse.

DCX with the Compass is hoping to use the Jeep brand image to sell more metal. Quite simple. Now, from a company's viewpoint, that's not a bad thing. Sell to the kiddies on the street who would crap their panties if they saw a mudhole or a slope steeper than a driveway.  But please, be honest. Compass is not a Jeep, but a DCX vehicle with the Jeep logo and grille.

That's objective, not subjective.

well, I hope DCX has improved in quality since my 98 TJ roled off the line. I'm sure the 3/36 warantee bill went well over $10,000  

Thank you for the reply message.  You make some good points.  However, take the following quote and add it just before the aforementioned ones you extracted:

"Sure, Jeep has always been known for its great off-roading capabilities, and will probably continue to be perceived that way for years to come. It's what's made it into somewhat of a 'niche' brand. However, as much as this may be the mindframe, a purely niche oriented brand can suffer in the long run. Now more than ever, there is a need for compact vehicles with utility-inclined features. The compact market is something that Jeep, or DaimlerChrysler for that matter has not spearheaded with models that will really compete. We all know the story of the sad fate of the Dodge Neon. Ever since the Dodge Omni, there hasn't been a DCX compact that has truly been able to compete. "

Now, in this sense, what I mean by improvement of brand image is "expansion".  Sorry for not making it as clear in my post.  Many of you may say, ok, expansion is fine, but expansion does not always equate to improvement.  From an enthusiast's standpoint, you may be correct, however, from a business vantage point this is not the case.  Irrespective of what model additions are enacted for the Jeep brand, the Jeep name and persona will not be compromised.  On the other hand, I certainly do agree with you that the Jeep Compass will not be able to delve in to the same terrain as a Jeep Wrangler, but this does not mean that the vehicle is not a Jeep.  Surely, the Jeep brand image is one that immediately evokes images of treacherous terrains, however, as mainstream demand dictates a company's direction, Jeep has embraced the more utilitarian and affordable wants of young buyers.

Furthermore, you must remember that the Compass is a vehicle that has off-roading capability, thus, it does not wholly disregard what Jeep has long been known for. In addition, being obvious Jeep advocates, we all know from where the current stronghold of foreign influence on the market first began.  Compact vehicles with excellent fuel economy.   With the insane increase in fuel costs, this is a great phase to introduce  a model like the Jeep Compass.

"Are yu saying that the DCX will build a quality Compass, but a ratty Wrangler? Why?"

Of course you know that this not the case.  In as much as there is a strong focus on making the Jeep Compass an optimal model given its size, weight, capacities etc., so too will there be an equal amount of effort put forth toward improving the Jeep Wrangler and all other models within the current Jeep lineup.

Thanks again for the replies guys.  If you have any more questions/comments, feel free to post.

I'll be around.

Miguel M.

Miguel, for years Toyota have made Landcruisers, with a range of models. All called Landcrusiers, so the buyer knew what they were getting. Then Toyota decided to produce a vehicle along the same lines as the Compass - some off-highway capability, aimed at a younger market with less dollars, a vehicle with better fuel economy and that would appeal to the street wanting to appear a bit more rugged. They called that the Toyota Rav4. Not the Landcruiser Rav4. They knew the power of the brand Landcruiser. DCX aren't rebadging a bunch of Chrysler/Dodge vehicles as Mercedes (at least without major and significant redesign changes) as they don't want to dilute the Mercedes marque. Smart cars are not badged as Mercedes, but as Smart.I  mean, there was no Mercedes Neon. But maybe you're suggesting that if the Neon has been rebadged that way, with no normal Mercedes accoutrements, it would have bacome a major presence? No, it would have downgraded the Mercedes marque, moving more people to BMW, as people realized that the nameplate didn't stand for anything. Why do it to Jeep, probably America's most venerable and historic vehicle marque.  

Miguel,

    I understand the logic and economics behind the Compass, but I must dissagree with you. This logic has been tried before, but failed. Remember the Cimmarron? How about the Harley sport bike (not the v-rod) ? Caddy drivers do not drive small cars and Harly riders to not buy sport bikes. The compass is an imitation Jeep. It is a Dodge Caliber with a jeep front end. Plus, it's just plain ugly. People that want small ugly cars buy Scions.

pemburung,

I certainly appreciate your feedback.  I understand your points completely.  Conversely, I am attempting to enlighten you to the idea that a new vehicle for Jeep that extends beyond what Jeep is know for is not in any way a miscalculation of development.  The Dodge Neon example was outlined simply illustrate where DC has gone wrong in the past and how, as any company that is aware of its errors, is currently in the process of not only correcting them, but applying additional R&D to amass not only those consumers who were looking for optimum fuel efficiency in a vehicle like the Neon, but also the utility of a small SUV. 

Of course, any new model has to undergo the precarious stage that the Jeep Compass will undergo in the following year or two.  But we believe, that given the close attention that has been paid to increasing consumer demands for such a model, Jeep will not only attract mainstream Jeep consumers, but will increase its consumer base and in the long run create more loyal Jeep owners. 

This brings me back to Jeeps legendary status.  Off-roading prowess has not been the sole driving force that has solidified Jeep's legendary status.  Yes, it has played an enormous role, however, the real driving force has been consistency in quality.  With the application of this painfully obvious concept (I say this because lately this has been a huge drawback for vehicle companies), we hope to catapult the vision of Jeep to a fully integrated and diverse brand.

Regards,

Miguel M.

If I was looking for a car like a Dodge Caliber (just so happens to be the chassis that the Compass and Patriot are based on) I would buy a car. I want an enthusiast Jeep...no, I want more than one option (the Wrangler) if I chose to purchase a new enthusiast Jeep. The Compass is not an enthusiast Jeep. It's a Dodge Caliber with a different body.

Need examples of enthusiast Jeeps? Hurricane, Gladiator, Rescue. These are the kinds of Jeeps enthusiasts want. And these are the kinds of Jeeps you will find in Jp Magazine.

I understand DCX is trying to expand the brand. However, it is on the coat tails of Jeep's past. These less capable Jeeps will eventually tarnish that image. It would have been a better idea to simply put a Dodge grille on it and go that route rather than try and convince Jeep people it's a real Jeep. Eventually the brand will not be well known for only producing capable vehicles. It will be like every other automobile company and no longer able to depend on the rugged image.

Only time will tell. Much like it has for the Commander.  

John Cappa
Editor, Jp Magazine

Edited 9/12/2006 7:52 am by JpEditor

The "the vision of Jeep" was that any Jeep-badged model could run the Rubicon Trail virtually stock from the factory.

"It is the trail that every Jeep model must conquer before it gets its stamp of approval from the manufacturer."

Now, Ok, there may be a few dents, and you need to be a good driver, and maybe even the tires need to go up a notch or two, but it was still the standard. 2WD versions of the model didn't count, of course.

But could any Compass driver the Rubicon?

The Compass is not a new direction, but a dumbing-down of the Liberty, which was a dumbing down of the Cherokee. It's the Barbie Jeep; and represents the idea that content doesn't matter, just image.

I certainly appreciate all the feedback regarding the all-new 2007 Jeep Compass.  The addition of the Jeep Compass may be viewed by many hard-core enthusiasts as a dilution of the Jeep brand image. But, what about a newly released, fuel efficient, utilitarian, off-road capable vehicle really "dilutes" a brand if this is what is in high-demand?  Sure, we can say that many Jeep owners aren't concerned with fuel mileage ratings as much as they are concerned with rugged off-roading capabilities, but recent research has shown the complete opposite. 

Let me give you a few examples that outline this: the adaptation of the Multi-Displacement System (MDS) in the Jeep Grand Cherokee and Jeep Commander models.  Moreover, for 2007, the Jeep Grand Cherokee will be offered with an efficient 3.0 L CRD engine.  Yet another response to not only rising fuel costs, but the rising demand for more efficient Jeep models by consumers.  This includes Jeep consumers and new vehicle consumers alike.

With skyrocketing fuel prices, the last thing we want Jeep to become is a purely specialty brand for DC.  This incurs a risk that domestic auto makers know too much about (please traverse back to the 70's).  New models of the kind that Jeep will be offering for 2007 are not a threat to the brand's 65 year history. 

Consider the following:

Wider audience = Higher sales volume
Higher sales volume = Higher revenue
Higher revenue = More money for R&D
More money for R&D = More room for tinkering or assessing requests from smaller sales groups (enthusiasts)

In addition, being obvious Jeep advocates, we all know from where the current stronghold of foreign influence on the market first began. Compact vehicles with excellent fuel economy.

Talk to you soon,

Miguel M.

I donno man. Here's the way I look at it.

Wider audience = Higher sales volume
Higher sales volume = Higher revenue
Higher revenue = More money for other high-revenue, high-volume Jeeps
More high-revenue, high-volume Jeeps=less room for low volume less profitable Jeeps...like the ones we as enthusiasts are asking for.

Basically, why would DCX bother building 10,000 Jeeps to sell when they could build 50,000 or 100,000 Jeeps in the same facility. Low volume Jeeps are not priority. It was a miracle the Rubicon even got to the sales floor and guess what? Jeep had to up the production numbers a couple times to keep up with demand. I seriously doubt this will be the case with the Compass...much like the Commander. Aren't they like giving these things away at this point?

Yes, maybe overall, people are asking for better fuel economy. But I doubt true Jeep owners, the people who have been supporting the company for years, are asking for a Compass or anything like it. If you guys are so on the great-mileage bandwagon why doesn't the '07 Wrangler come with a diesel for the U.S.? And how do you explain the high take rate of the Hemi V-8 if mileage is such a concern? And how do you explain the guys still asking for a V-8, any V-8, in a Wrangler?

The Compass is not what I like to consider a Jeep. It's a car! Jeep shouldn't be building cars. That's what Dodge is for.

ok #1 the compass is not a suv it's a car, plain and simple. You can call it what you want but look at it...it is a car!.

#2 I kinda like the neons....(god only knows why) great little run around town cars, the srt turbo is great.

#3 I hate to say this but when ppl talk about jeeps they talk about offroading,lifts, bigger tires etc. Not many ppl say OH I bought a wrangler because it's well made!! Why do you think the Rubi is so popular?

#4 I am sure the compass is a great little car, it just shouldn't be called jeep, and the slotted"jeep grill" looks out of place........now the caliber I like the look of that......

I also think you have alot of balls to keep posting on here when most ppl are just flaming you! I maynot agree with everything your saying but I still gotta respect you........

Well, Miguel is in marketing, so it's his job to sell. My fear is that Jeep is making a mistake other brands have made in the past. That is, trying to sell outside of their market. Caddy tried it with the cimmarron and failed. Oldsmobile tried an suv and failed. Nissan, Honda and Toyota launched new brands to market outside of their normal market and did quite well. the Compass is way outside of Jeeps market and probably will fail. The Patriot, on the other hand,  may do well since it does look like a Jeep.  

96, I was thinking the same thing. Boy's got somethng down there.

Unlike a Compass.

I completely understand your viewpoints.  However, the sales figures for the Jeep Wrangler have not been representative of a low sales influx.  Thus, there is enough capital that allocation for a new model has been clearly feasible.  I understand your logic and it makes a lot of sense.  Essentially, the reasoning is loose because we are talking in the form of a slippery slope, but the vehicles that have been introduced lately have fared relatively well.  

Like I mentioned in my prior posts, the need for a such a model is everpresent.  Why not spearhead the market with something that is marketable?  Jeep quality is renown and apart from a few bumps and bruises that all companies go through, the overall connotation of quality is there from the get-go.  Not to mention, the fact that this vehicle comes equipped with a tested-and-tried engine in the World Engine, a transmission technology that has recently gained wide acceptance for its real-world efficiency.  So, in short, for Jeep to traverse into such a model-type realm seems not only natural, but is an astute choice from a business standpoint.

In addition, the definition of a 'true Jeep' owner is something that will inevitably change as times goes by.  Jeep, or any other company for that matter, is a subject of the whimsical arms of supply and demand.  Sure, a classic Jeep owner would love to have all Jeeps on the road be CJ's with extreme off-roading capability and the 'plane jane' attitude that has made these vehicles the renown utilitarian automobile.  But the reality is that this is no longer the case to the extent that it was even in the eighties.  Economy is an utmost necessity.  And at times, this cannot be accomplished simply by modifying current models and mass-producing them.  The price of Jeeps would eventually, due to the arm of demand, rise dramatically.  Leaving loyal Jeep owners to only wonder when their next Jeep will come.

Cheers,

Miguel M.

Just for your infor. not everyone who owns a jeep wishes it was a bare bones cj! I like cjs yes but I drive a ZJ! I like the comfort and the power windows etc. Yes I have lifted it and yes, I have taken it offroad.I also like the room to take my wife and two kids camping. I am not rich by any means but I can care less about your gas milage. I didn't buy a jeep for gas mileage,that's what the wifes Toyota corrola is for. If I wanted a DC car thats good on gas I'd buy a neon or sx as they were later called.or the crd Liberty.With the offroad pkg of course.