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.

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4 of 8 comments

Firestorm 500 on Apr 23, 2012

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

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- 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.
  
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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.
  
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