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MiscellaneousJeep Unveils New Logo, Tagline
Posted by mike on 2002/9/6 0:00:00 (1059) reads

'Jeep, There's Only One' tagline being retired - new logo and tagline debuts.

New Jeep Logo Jeep® vehicles, the benchmark of off-road mastery the world over, will be marketed beginning later this month with an advertising tag line from the brand's rich heritage and its first-ever logo that is designed to reinforce customer experience with the brand's core values of fun, freedom and legendary capability.

The "Only in a Jeep®" brand tag line, which was successfully used in the late 1980s, will be relaunched with five new national TV spots in mid-September and print ads that will appear beginning in October.

The new logo, the first in the 60-plus year history of the Jeep brand, is a graphic representation of the front grille and windshield of the Wrangler, the icon of the Jeep brand. The logo depicts the strong styling cues of the Wrangler known to millions of motorists the world over: the seven-slot grille, round headlights and rectangular windshield. The "Jeep®" trademark is centered within the windshield.

"The Jeep brand logo is entirely appropriate," said Jeff Bell, Vice President- Jeep. "Along with the Chrysler winged badge and the ram's head for Dodge, Chrysler Group now has three very strong logos to support three unique and distinctive brands."

Regarding the tag line, Bell said, "Anyone who has owned a Jeep vehicle will tell you that there are some terrains, some places and some weather that you'll only get over, get to or get through in a Jeep vehicle. The 'Only in a Jeep®' brand tag line captures the go-anywhere, do-anything capability of every Jeep vehicle, whether it's the Wrangler, Liberty or Grand Cherokee."

"Bringing back this well-known Jeep brand tag line will strike a chord with off-road enthusiasts," added Bell. "The 'Only in a Jeep®' brand tag line speaks to Jeep vehicles' reputation, earned through decades of hard use and heroic achievements."

The "Only in a Jeep®" brand tag line was first used by American Motors Corporation to market Jeep vehicles from 1984-89. Chrysler Corporation purchased AMC in 1987.

By mid-September, the "Only in a Jeep®" brand tag line will replace "Jeep. There's Only One" in all Jeep brand advertising. The latter tag line was introduced in 1990.

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Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jon E.
george, i understand that the liberty isnt exactly as hardcore as the wrangler or even the grand cherokee. but who said it had to be? i mean is everyone that buys the KJ actually going to modify it and take it extreme rockcrawling? no, i seriously doubt that. while the liberty lacks a lot, somthing it doesnt lack is off road ability. it is still pretty good in the mud rocks and sand, the only problem is that it isnt as good as the cherokee, which is why i think everyone hates it so much. i agree with what you said though about how jeep has to live up to its name and build some no bullshit offroad vehicles, and i think the rubicon is a step in the right direction. it shows that the dc people arnt complete idiots, even though they do lack a couple of brain cells. i also think they should bring back the gladiator, along with building the dakar. here i go again, rambling about things that will never happen (very unfourtunately)

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: George
"IFS is that it cant articulate as well as a solid, but it also has more ground clearance!"

Not true about the ground clearance. To avoid further debate, just go here:

A smaller pumpkin does not necessarily make more usable clearance. The key word there is usable.

On top of which, raising an IFS vehicle for additional clearance is problematic at best. The Liberty isn't a very deep option for the off-roaders... crawlers or otherwise.

The Liberty is a more civilized experience on the road, and it will sell very well. It is not a candidate for off-road cultism, however... which is the central point here. What is the point of Jeep if not utility, simplicity, and capability? If I wanted a civilized road car, I'd buy a civilized road car. If I want a sports car, I'd buy a Corvette. If I want a box that I take off-road stock during hunting season, with a reasonable assurance of returning... I'd buy a Cherokee (not a Liberty). If I want to build a rock-crawler, there's no way in hell I'd get near an IFS vehicle.

Liberty is a great vehicle for what it is, and it's definitely going to attract new buyers to the brand. There's a feeling, though, that when Wrangler is put to pasture, and the next Grand Cherokee introduces IFS... there won't be a capable box with a Jeep logo on it. The soul of the machine won't involve mud. I think this is a disservice to the brand.

For every Liberty, there should be a Dakar (build it!). For every "Compass" there should be a real CJ. The brand is served by the capability, even if the sellers in the marque look the part and not much else.

I've actually got nothing against the Liberty, other than it takes the place of a vehicle that better represented what Jeep was about (in my opinion). It's the first of the "new generation" Jeeps, and to me it signals the beginning of the end for what attracted many of us to the brand in the first place. Just an opinion, of course. But it's the opinion of a consumer who's very interested in this market segment.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jon E.
i dont see why the fact that liberty, let alone any car having IFS makes it crappy off road. I mean, at least it still has low range! I agree that Jeep isnt what it used to be, and i think they could do a little better than the liberty considering its a replacement for the cherokee. the only complaint iv heard on this website for the liberty is that it has a V6 instead of an I-6, IFS, and its ugly. For the V6 thing, in the 60s, some CJ5s came with V6's, made by buick, and no one was complaining back then. as for IFS and it being ugly, the only problem with IFS is that it cant articulate as well as a solid, but it also has more ground clearance! (i still would rather perfer solid) people that say that the liberty are stupid. since when does a real jeep enthusiast care about how there jeep looks? its never been an issue in the past, and i say as long as it works (which it somwhat does) its fine.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: George

Jeep has been a sucessful boutique brand that has built it's reputation on it's capability. The point of the first poster here is that Jeep has now chosen a path of marketing over capability, and done so by cashing in on the image while forsaking the soul of these machines.

Jeep is a business. However, it's a business undergoing transformation from a niche player to a dominant market-segment leader. In '92, Jeep had about 60% of the SUV market. They're not nearly at that level now, for the reasons you specify. DC has stated that they're interested in doubling yearly sales of the Jeep brand, and that means moving away from the niche they helped define. Jeep could very well continue creating Rubicon-ready machines and continue nicely in the niche. The problem many enthusiasts have is that the one true reason many of us love these things (true off-road capability) will no longer be there. If it's not Rubicon-capable, what possible advantage is there to owning a Jeep beyond image (which would slowly die away)?

GM has decided to go the opposite route with their Hummer brand. While the H2 uses IFS, it is a capable machine that is not for everyone. GM isn't trying to make the Hummer be all things to all people, and will likely replace Jeep in the public's mind as the "real thing" when it comes to capability. Meanwhile, Jeep will continue to expand it's market share with cute utes that look the part but don't live up to the hype.

If the one criteria for success is market share, then Jeep has already lost this customer.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Erik
It's about time that Jeep utilizes the heritage of the brand for advertising. The logo represents the best of Jeep for enthusiasts (the 7-slot grill and round headlamps).

For those critical of DC, remember this:

No company can stay in business
unless it produces what the market
wants to buy. Right now SUV's are
all the rage, driven by former car
owners that want car-like rides. If
Jeep did not cater to this group, it
would surely whither away and then
you would be critical of DC for
discontinuing the brand.

There are not enough enthusiasts out
there who want a Rubicon-Ready
vehicle to justify an entire product
line dedicated to that cause.

Poster Thread
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Gary
I find it incongrous that they would use a slogan that, on the one hand speaks of the legendary capabilities of Jeep vehicles (dredged up from a time when "Jeep" really did mean off-pavement capability), while at the same time droping the requirement that all new Jeep models be able to traverse the Rubicon Trail, and that they have the audacity to produce and try to sell the Liberty. Something is wrong with this picture. It would be like Rome bragging about the empire, or Enron or Arthur Anderson bragging about their dominance in the energy or accounting field. Maybe DC should limit this slogan to the new Wrangler Rubicon Edition.
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