Jeep Faces Tough Terrain: One-time king of off-road prepares to win back respect and market share from an army of new competitors

摘要

Jeep. It is one of the most-recognized brand names in the World, the kind that transcends the clutter and all but sells itself. When a pair of German newcomers took over the reins of Chrysler Group in November 2000, their eyes lit up when they spoke of the promise of Jeep. And they had to quell persistent rumors the Chrysler Group would be dismantled, with all but Jeep sold - it being the brand with the most intrinsic value. From his first days on the job, Chrysler CEO Dieter Zetsche spoke of the need to polish the jewel that was Jeep and expand its reach. A succession of Jeep concepts followed at auto shows the world over. Every January in Detroit, Zetsche repeated the mantra: Jeep's potential had yet to be realized - but it's coming.