That’s what I’m talkin’ about! You’ve got to love splashy introductions at the North American International Auto Show.
Writing ads for a Jeep Dealership in Colorado gave me the opportunity to explore the Jeep owner mindset. Which is why I predict that the other 2007 Jeep introduced at the Auto Show isn’t going to do very well.
Daimler Chrysler hopes the new Jeep Compass (a crossover vehicle built on the new Dodge Caliber platform) will open the brand up to new buyers. I have my doubts. When is a Jeep not a Jeep? When it can’t tackle the Rubicon Trail in California. In the past all Jeeps had to be able to handle the rugged mountain trail in order to be called a Jeep. The Compass can’t.
Joe Eberhart, head honcho for Chrysler Group sales and marketing, explains, "There are people out there that love the brand, that like the freedom aspect, but they say, 'I don't really want to trade off what comes with a truly off-road capable vehicle.'"
I love the elegance and sophistication of caviar, if they could just eliminate that “fishy” taste.
Heard about the new Motel 6 all-inclusive resort on Grand Cayman?
How about that new line of Dom Perignon soft drinks? Makes as much sense.
I’m reminded of the scene from “It’s A Wonderful Life.” Clarence the angel attempts to order a mulled wine from Sheldon Leonard who replies something along the lines, “Look we serve hard liquor to guys who want to get drunk and we don’t need characters to give the place atmosphere.” Now that’s brand essence.
“You don’t want to trade comfort for off-road capabilities? Then you don’t really want a Jeep. Sorry, we can’t help you. We build vehicles for people who like the idea of being able to go nearly vertical should the mood ever strike."
Increasingly consumers are looking past phony posing to the genuine article. As nice as the Compass may be, it’s not a Jeep. Sales are going to be disappointing. If I'm wrong and the vehicle catches sales of Spray On Mud will skyrocket.
When Harley Davidson wanted a sport bike to compete with Japanese models they helped Erik Buell launch a new brand rather than dilute the essence of their brand.
Are you diluting the brand essence of your brand by trying to be all things to all people? Figure out what you’re all about, then live it consistently in every aspect of your business. If you’d like a fresh pair of eyes to help in the process drop me a line.