As the icon of the Jeep brand, Wrangler continues to be the true, original Jeep vehicle that delivers unmatched open-air fun and freedom with the ability to truly "go anywhere, do anything." Making its debut at the 2002 North American International Auto Show, the new 2003 Wrangler Rubicon delivers tremendous off-road capability previously reserved for highly modified vehicles using aftermarket accessories.
"The four-wheel-drive leader since originating the 4x4 category more than six decades ago, the Jeep brand has raised the bar once again with the Wrangler Rubicon, providing the extreme off-road prowess our enthusiast owners are asking for," said Tom Marinelli, Vice President, Chrysler/Jeep Division Global Brand Center, DaimlerChrysler Corporation.
A direct descendent of the "original" Jeep vehicle more than 60 years ago, Wrangler possesses a heritage unique to the Jeep brand - often imitated, but never replicated. Jeep vehicles started as an idea - an idea born out of the need of a country to out-mobilize its adversaries and to liberate those who were captive. Conceived in 1940, the vehicle that later defined the sport-utility category possessed unmatched competence and unflagging spirit. Those qualities are still alive in today's Jeep vehicles.
"The unparalleled ability of Jeep vehicles fosters the go-anywhere, do-anything spirit that is practically a religion to adventure-seekers everywhere," added Marinelli. "While this off-road enthusiast group makes up only a portion of our owners, we know that regardless of how much Jeep owners actually use their Jeep vehicles off-road, they like to know that they have unprecedented capability and security for any on- or off-road condition."
Jeep owners share a unique bond with their vehicles and the 4x4 experience they offer, and Wrangler Rubicon takes that one step further.
The Jeep Wrangler customer is truly unique in that many have wanted a Wrangler for years. "I've always wanted one" is a commonly expressed sentiment. Wrangler owners may be any age, but tend to share many common values: they are adventurous, outdoor people seeking excitement, physical challenge and personal freedom. Jeep owners are true adventurers who know and appreciate the difference between the real thing and an imitation.
The Wrangler Rubicon buyer clearly embraces off-road adventure with incredible zest. For this buyer, the premier off-road trails serve as a playground for providing the ultimate in exploration and challenge. The Wrangler Rubicon buyer maximizes the "go-anywhere, do-anything" adage exclusive to Jeep.
The Jeep Wrangler is core to the Jeep brand's Jeep Jamboree program, one of the best known and longest running customer relationship programs in the industry. Since the early 1950s, Jeep owners and their families in the USA have participated in weekend four-wheel-drive adventures called Jeep Jamborees. These family-oriented two-day events are designed to allow Jeep owners the opportunity to hone their skills in off-highway situations, while enhancing respect for the environment.