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COURSE CORRECTION; Compass charts new direction for Jeep.(News)
Byline: Bob Gritzinger
When Chrysler global marketing veep Joe Eberhardt arrived at the company's Auburn Hills, Michigan, headquarters in 2003, one of the ideas on his mind was Jeep-more specifically, how to expand the Jeep lineup.
Eberhardt wanted to know: Could Jeep go soft and still appeal to the hard-core off-road enthusiast? Would a car-based Jeep cost the brand its Trail Rated reputation? Does every Jeep have to traverse the Rubicon?
With the Compass, sister to the Dodge Neon replacement Caliber (see page 14), Eberhardt appears to have answered his questions: yes, no and no.
"We spent a long time talking about what Jeep stands for,'' says Jeff Bell, vice president of product strategy for Chrysler and Jeep. Ultimately, says Bell, Jeep means freedom, adventure, mastery of domain, and authenticity with the emphasis on freedom.
"Compass empowers people in a way nobody else could,'' says Bell.
Without giving up ground to the soft-roader competition-this Jeep gets a locking center differential not ...
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