2012 Beijing Auto Show: What A Dragon

by Bertel Schmitt

Published: April 23rd, 2012

The Jeep was the first American car made in China through a joint venture. Somewhere along the way, Jeep lost it. Jeep is trying to get its moxie back with the “Dragon” design concept.

It is based on a China-market Wrangler Unlimited Rubicon, black with bronze-gold details. 18-inch five-spoke alloy wheels with 35-inch off-road tires.

Chinese dragon character side badge and wheel center caps.

#2012BeijingAutoShow #BertelSchmitt #Jeep

Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

More by Bertel Schmitt

Comments

Join the conversation

4 of 8 comments

Firestorm 500 on Apr 23, 2012

It's a Jeep. You wouldn't understand.

Like Reply
- Jandrews on Apr 23, 2012
  
  As a long time Toyota offroader, my only reply can be: I tried your Jeep thing, now it burns when I pee.
  
  Like
Daveainchina on Apr 23, 2012

Jeep Wranglers sell damn well in the USA and the resale value on them is pretty good. And in China where many of the roads can be called primitive at best. The Jeep will be in demand in many areas. And it will appeal to the showoff mentality that is prevalent here in China. As Firestorm says.. I don't think you get it. /shrug

Like Reply
- Jandrews on Apr 23, 2012
  
  I get the idea that this may be a vehicle made for the Chinese market. That's forward thinking, which I'll give to jeep, but I question what the price is going to be and how much of China will be able to afford it in the next ~5 years "Selling damn well" is a suspect claim at best. ~100,000 units year puts it in the same lofty category as...the dying compact pickup segment? I dunno. It's certainly not in Camcord/Civolla/Filverado 150 territory.
  
  Like

Recent Comments

Kjhkjlhkjhkljh kljhjkhjklhkjh I own my house 100% paid for at age 52. the answer is still NO.-28k (realistically) would take 8 years to offset my gas truck even with its constant repair bills (thanks chevy)-Still takes too long to charge UNTIL solidsate batteries are a thing and 80% in 15 minutes becomes a reality (for ME anyways, i get others are willing to wait)For the rest of the market, especially people in dense cityscape, apartments dens rentals it just isnt feasible yet IMO.
ToolGuy I do like the fuel economy of a 6-cylinder engine. 😉
Carson D I'd go with the RAV4. It will last forever, and someone will pay you for it if you ever lose your survival instincts.
THX1136 A less expensive EV would make it more attractive. For the record, I've never purchased a brand new vehicle as I have never been able to afford anything but used. I think the same would apply to an EV. I also tend to keep a vehicle way longer than most folks do - 10+ years. If there was a more affordable one right now then other things come to bear. There are currently no chargers in my immediate area (town of 16K). I don't know if I can afford to install the necessary electrical service to put one in my car port right now either. Other than all that, I would want to buy what I like from a cosmetic standpoint. That would be a Charger EV which, right now, doesn't exist and I couldn't afford anyway. I would not buy an EV just to be buying an EV. Nothing against them either. Most of my constraints are purely financial being 71 with a disabled wife and on a fixed income.
ToolGuy Two more thoughts, ok three:a) Will this affordable EV have expressive C/D pillars, detailing on the rocker panels and many many things happening around the headlamps? Asking for a friend.b) Will this affordable EV have interior soft touch plastics and materials lifted directly from a European luxury sedan? Because if it does not, the automotive journalists are going to mention it and that will definitely spoil my purchase decision.c) Whatever the nominal range is, I need it to be 2 miles more, otherwise no deal. (+2 rule is iterative)