2012 Beijing Auto Show: What A Dragon

Bertel Schmitt
by Bertel Schmitt
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2012 beijing auto show what a dragon

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.

Bertel Schmitt
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 Firestorm 500 on Apr 23, 2012

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

    • Jandrews 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.

  • Daveainchina 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

    • Jandrews 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.

  • Art_Vandelay I wish. Love the 70 series
  • Pco65752756 Why is this not on the High Mile Cars List?
  • SCE to AUX "But we can all go pound sand in North America, unfortunately"In reality, that would be about 1000 people who can go pound sand, which is why this isn't coming to North America.
  • MaintenanceCosts You could probably make this thing satisfy US emissions standards, although it wouldn't right now, but there is no way on God's green earth you could make it satisfy US safety standards.
  • MrIcky Haven't these been out for a while? Is the news just that Japan gets them now too?