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Brand Rx for Chrysler

With a few improvements, Chrysler can win back American car buyers. But it still has a few kinks to work out. Here's a look at the carmaker's hits and misses.

...but be nice to the newbies
Jeep Compass
...but be nice to the newbies
Overall, Chrysler has recently been in real need of more car-based crossover products. This has been the hot area of the market and one in which it was woefully understocked. But adding a car-based vehicle to the rugged Jeep brand was a touchy idea.

The decidedly "on-road" Jeep Compass is seen by the devoted as a sacrilege. But with the Wrangler still in the line-up and just as hard-core as ever, Jeep could extend the brand, and serious "Jeepers" could accept it for what is: a product in the showroom that just isn't for them.

And, unlike the Caliber, it's clear from the outset what the Compass is. The closest it will ever get to "off-road" is crossing the piece of sidewalk between the driveway and the street, but that's all you expect.

If that's the case, Jeep needs to do a better job with the Compass, its version of the Caliber. The interior that's "purposeful" in the Wrangler is just "ugly" in the Compass.

If it's going to expand its lineup, Jeep needs to get over the idea that Jeep owners will forgive all. Its cars should be nicer places to sit than they are. Again, Chrysler's new interior design studio may be able to help here.

As long as it maintains a core of real, dead-serious off-roaders, Jeep can survive anything, even the love of suburban moms.


Challenges

Chrysler

Chrysler

Dodge

Dodge

Jeep

Jeep
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