Three Jeeps: Good; Seven Jeeps: Bad
Echoing a sentiment expressed by many TTAC readers, Advertising Age [sub] wonders if Jeep faces death by line extension. The mag suggests that Jeep's move from three models to seven in less than three years is ill-advised. Chrysler's
excuse rationale: Jeep is the only of their three brands showing a sales increase; they need to capitalize on that momentum. And, lest we forget, most Americans don't drive off-road. As one Chrysler exec stated, "Now we have something for everybody." Consultant Gary Topolewski, formerly Jeep's top creative, says the brand is losing its toughness. He thinks the current "Have Fun Out There" ad campaign is too "cute" to jibe with Jeep's longtime image as the tough, go-anywhere vehicle. Jeep just doesn't seem to realize that once you lose an iconic image, you can never get it back. Just ask Cadillac.