By on January 8, 2010

2010 Jeep Wrangler Unlimited Mountain Edition

In the past, Jeep’s done it up big for the NAIAS, unveiling wild concepts, driving new production models through plate glass, and the like. This year though, things are a bit tight. Instead of throwing a booze-soaked bash around some miles-from-production concept, Sergio Marchionne is going to lay out some saltines and Tang and let visitors paste some cheap decals he picked up in China on a Wrangler. All this in celebration of Jeep’s first new products in ages: the Unlimited Mountain and Islander edition Wranglers. Featuring the cheapest, most gimmicky-looking graphic decals and upholstery ever foisted upon the buying public (random latitude/longitude readings? really?), these “special” editions need to keep Jeep gasping along until ChryCo can get the suppliers lined up for the new Grand Cherokee. Meanwhile, stand by for more special editions from Chrysler, hinted at in the firm’s five year plan. This is going to get even uglier before the actual Fiat products show up later this year.

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41 Comments on “What’s Wrong With This Picture: Jeep’s Version Of New Product Edition...”


  • avatar

    Mirrors my own reaction. Can’t say I’m looking forward to the Saltines and Tang. Especially not when the Firehouse Blog so blatantly reminds us of how it used to be.

  • avatar
    don1967

    The Wrangler/YJ was always the one Jeep I could appreciate, because it was purpose-built and completely devoid of false pretensions.    This new marketing angle, including the cheesy stickers and the Barbie-doll T.V. spots, is a real disappointment.  Save it for the Patriot.

  • avatar
    Ion

    They could’ve atleast given us a new Scrambler, the Wrangler’s aftermarket has quite a few pickup conversions there’s no reason Chrysler couldn’t at the very least given us a soft-top version.

  • avatar

    Jeep has been doing this forever.  Slap a cheap badge on the hood and it’s a “Special Edition” Wrangler.  This really isn’t something new.  There was an Islander in the early 90′s that was really just an option package and special colors, and there was the atrocious Renegade with the terrible body kit that would get torn to pieces in off-road use.  There was a Rio-Grande (cheap to the max trim), Rocky Mountain (special seat appliqués?), 50th anniversary or 25th or something edition (gold wheels and an eagle sticker on the hood), and don’t forget the Tomb Raider Edition Rubicon.  I know there are more than that.  They have never been shy about pumping out “special” editions.

    • 0 avatar
      pgcooldad

      Yup, they have been doing this forever. I had a 1978 CJ7 Renegade. Dark Brown, Gold Trim, White and Gold Wagon Wheel Rims. I cannot disclose what my friends and I used to do while cruising around the east side of Detroit in our senior year of high school on that thing.
      Honestly, if you don’t like it don’t buy it. Save your money and get a Rubicon. Get an X and slap your own rims and stickers on it. That’s what a Jeep can be all about. Make it your own, or buy what they put together.
      Ed, you completely missed the point here. This was being done even when they were the most profitable auto maker on earth.

      Oh, finally … isn’t this business about product, product, product and your belly aching about not putting on a booze-soaked bash …. with tax payers money none the less???

      Instead of throwing a booze-soaked bash around some miles-from-production concept, Sergio Marchionne is going to lay out some saltines and Tang and let visitors paste some cheap decals he picked up in China on a Wrangler

  • avatar
    YellowDuck

    Man.  Who asked for this?  No one.

    Know what Wrangler *buyers* (yes, actual potential buyers, not just people who talk about cars) *have* been asking for forever in North America?

    A diesel.  Everyone knows this.  Except Chrysler apparently.

    Idiots.

  • avatar
    midelectric

    All my dreams of a Daisy Duke Edition Wrangler have once again been smashed.

  • avatar
    criminalenterprise

    I’ve been in the general vicinity of both those coordinates.  I wonder why they chose a random spot in the parched mountains of Argentina and a point in the ocean between Molokai and Lanai.
     
    If you’re not going to expend real engineering or tool & die money you could spend ten minutes being creative and choosing coordinates with some significance.

    • 0 avatar
      N Number

      Yes, such as 38.5n 109.5w, though any coordinates seem asinine.
      While there have been a lot of Jeep special editions in the past, these seem like the least special of all.  There’s nothing absurd (Golden Eagle),  memorable (Tomb Raider), or halfway cool (Willys Edition) about these.  This is pretty desperate.

  • avatar
    VerbalKint

    …visitors paste some cheap decals he picked up in China on a Wrangler.
    If the decals don’t fall off before the snack trays are emptied JD Power is going to come out with a survey claiming great strides in initial quality.

  • avatar
    TomH

    You had to have listened to Michael Manley (a Brit) explaining to the American press what the Jeep brand was all about to “understand” the Mountain/Islander deals.  (Kinda like imagining a German standing up in Maranello and explaining to the Italian press what Ferrari was all about.)
    With that as your starting point, these garish absurdities make sense.

  • avatar
    mpresley

    I’ve posted this before, and it saddens me to report since I really wanted to like the product.  However, 6 years ago I bought a new Wrangler.  They’ve been making them forever and I thought Chrysler would have gotten them straight.  It was in the shop five times the first year for engine-electrical problems.  The thing eventually developed what is called “death wobble” but the dealer couldn’t figure it out.  Maybe I just had a dead dog, but this experience sealed my book on owning any Chrysler product.  If they can’t get the venerable Jeep right, what can they get correct?  The Jeep should be an icon.  It is the real American.  God I hope mine was just an aberration.

  • avatar
    Autojunkie


    And once again The “Truth” About Cars finds another way to bash Chrysler.

    At least the Jeeps pictured on here have more fresh content than this post.

    • 0 avatar
      AccAzda

      Ummm…

      TTAC didnt need to “FIND another way”. It was staring at them in the face. Ya dont put out a coupla S.E’s and expect to get some validity.

      Not when the company is in the crapper..

      And if you want to buy a vehicle from a company still dusting off its eyes from BANKRUPTCY.. all the while being told that YOUR TAX DOLLARS will NEVER be repaid again..

      And somehow you find that to be OK.

      Then go right ahead.. back Chrysler stuff.

    • 0 avatar
      dmrdano

      Autojunkie,

      I agree TTAC has a pronounced bias against anything Chryco, and “Sebring” always elicits the usual clap trap.  I, too, am a long-time Dodge boy, and have had great luck with them over the years.  However, you and I must both agree that most of Chrysler’s wounds have, historically, been self-inflicted.  As someone once observed, “The gates of Hell are locked from the inside.”

  • avatar

    “What’s it gonna take to get you into this vehicle?”

    “Remove the decals”

    “I have to talk to my manager….”

  • avatar
    mjz

    Autojunkie:
     
    I  too have grown weary of the constant Chrysler bashing. They could announce a Ferrari for $19,999 and somehow, TTAC would gleefully turn it into a negative.

    So Chrysler/Fiat is introducing some new special edition models in an attempt to drum up some interest in their current model line-up until new product is available. What the heck is wrong with that? 

    • 0 avatar
      AccAzda

      Ya have to be ill to think a tape job can make one of their vehicles look attrative.

      Then again, if their free-gas-for-a-yr promotion is any sign.. than youve got a real winner on ya hands.

      Another way to expensively POLISH a TURD

    • 0 avatar
      guyincognito

      Whether this has been done before or not, this is cynical marketing, at best.  I think it will piss more people off than it entices.  Why shouldn’t Chrysler be called out for this? If anything, Jeep should be treated like gold right now, not have its bread and butter sullied with tacky stickers. 

    • 0 avatar

      I’m sorry, but did you just compare these cheesy and unimaginative “special editions” to a $20k Ferrari?
      If you prefer to just read the manufacturer press release on these very special vehicles, there are plenty of other car blogs out there ready to oblige. Meanwhile, we’ll keep calling things as we see them.

  • avatar
    mjz

    Allpar.com reports all-new trim/pricing packages for Dodge Journey, Caliber, Avenger. S/E, SXT, R/T trim levels out in favor of Express, Heat, Uptown, etc. They’ve loaded up the content and slashed MSRP. Caliber Express with air, power windows, etc., is $17,600. Avenger Heat with 3.6 V-6, 6 speed autostick, 18″ aluminum wheels is under $21,000. Just thought I would post something more relevant on TTAC than that exciting story about fresh trim stickers on Jeeps.

  • avatar
    Steven02

    Wow, the stickers make all the difference.

  • avatar
    lilpoindexter

    Hey somebody tell Fiatsler the paint match on the grille is a little off.

  • avatar
    mjz

    New trim/pricing for Dodge Journey: Journey Hero is $22,995 with 3.5 V-6, 6 speed Autostick, 19″ wheels. AWD is $1,000 option. Seems like a good value story…

  • avatar
    mjz

    New trim/pricing for Dodge Journey: Journey Hero is $22,995 with 3.5 V-6, 6 speed Autostick, 19″ wheels. AWD is $1,000 option. Seems like a good value story…

  • avatar
    mjz

    New trim/pricing for Dodge Journey: Journey Hero is $22,995 with 3.5 V-6, 6 speed Autostick, 19″ wheels. AWD is $1,000 option. Seems like a good value story…

  • avatar
    LectroByte

     
    Well, they don’t seem that bad to me, and if they put a giant Tiki God from the Islander edition on the center of the hood ala 70′s Firebird T/As, could be an instant collectors item…

  • avatar
    Rod Panhard

    Well, it’s like my grandpappy always used to say, “When you can’t badge engineer, you can always decal engineer.”

  • avatar
    Rod Panhard

    Well, it’s like my grandpappy always used to say, “When you can’t badge engineer, you can always decal engineer.”

  • avatar
    Rod Panhard

    Well, it’s like my grandpappy always used to say, “When you can’t badge engineer, you can always decal engineer.”

  • avatar
    Rod Panhard

    Well, it’s like my grandpappy always used to say, “When you can’t badge engineer, you can always decal engineer.”

  • avatar
    Rod Panhard

    Well, it’s like my grandpappy always used to say, “When you can’t badge engineer, you can always decal engineer.”

  • avatar
    Rod Panhard

    Well, it’s like my grandpappy always used to say, “When you can’t badge engineer, you can always decal engineer.”

  • avatar
    Mark MacInnis

    Maybe they can call up the Levi Strauss people and put together some denim seat upholstery……

  • avatar
    ronin

    I bought a new Wrangler in 92.  At that time Jeep offered an Islander edition and a Sahara edition beyond the base trim level.  The editions were essentially decals and upholstery changes (dunno, maybe different wheels).   So this decal marketing is not new for Jeep.

    Incidentally, that Jeep was returned under my state’s lemon law for a full refund 18 months later.

    Recently bought a 2010 Wrangler Unlimited.  THis was taking a real chance for me, after my prior craptastic experience.   So far so good.

  • avatar
    seabrjim

    My neighbor just went to trade in his 24 month old Caliber. He was offered $5300. Golly, I wonder what the high performance Avenger Heat will bring in 2 years? It will probably be on Barrett Jackson by then.

    • 0 avatar
      AccAzda

      Man..
      I feel bad for the dude.

      I feel bad for him 3 ways.

      He paid through his taxes to bail out Chrysler — and we all know how that great idea went..
      He actually bought a Chrysler vehicle.. a Caliber.
      And now it isnt worth scratch.

  • avatar

    They should make a  “Suburbia” edition.  Plaster that right on the hood.


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