The Icon of the Jeep(R) Brand Takes It to the Extreme

With The 2003 Jeep Wrangler Rubicon
AUBURN HILLS, Mich., Jan. 7 -- As the icon of the Jeep(R)
brand, Wrangler continues to be the true, original Jeep vehicle that delivers
unmatched open-air fun and freedom with the ability to truly "go anywhere, do
anything." Making its debut at the 2002 North American International Auto
Show, the new 2003 Wrangler Rubicon delivers tremendous off-road capability
previously reserved for highly modified vehicles using aftermarket
accessories.
"The four-wheel drive leader since originating the 4x4 category more than
six decades ago, the Jeep brand has raised the bar once again with the
Wrangler Rubicon, providing the extreme off-road prowess our enthusiast owners
are asking for," Tom Marinelli, Vice President, Chrysler/Jeep Division Global
Brand Center, DaimlerChrysler Corporation.
A direct descendent of the "original" Jeep vehicle more than 60 years ago,
Wrangler possesses a heritage unique to the Jeep brand -- often imitated, but
never replicated. Jeep vehicles started as an idea -- an idea born out of the
need of a country to out-mobilize its adversaries and to liberate those who
were captive. Conceived in 1940, the vehicle that later defined the
sport-utility category possessed unmatched competence and unflagging spirit.
Those qualities are still alive in today's Jeep vehicles.
"The unparalleled ability of Jeep vehicles fosters the go-anywhere,
do-anything spirit that is practically a religion to adventure-seekers
everywhere."
"While this off-road enthusiast group makes up only a portion of our
owners," Marinelli continued, "we know that regardless of how much Jeep owners
actually use their Jeep vehicles off-road, they like to know that they have
unprecedented capability and security for any on- or off-road condition."
Jeep owners share a unique bond with their vehicles and the 4x4 experience
they offer, and Wrangler Rubicon takes that one step further.
The Jeep Wrangler customer is truly unique in that many have wanted a
Wrangler for years. "I've always wanted one" is a commonly expressed
sentiment. Wrangler owners may be any age, but tend to share many common
values: they are adventurous, outdoor people seeking excitement, physical
challenge and personal freedom. Jeep owners are true adventurers who know and
appreciate the difference between the real thing and an imitation.
The Jeep Wrangler Rubicon buyer clearly embraces off-road adventure with
incredible zest. For this buyer, the premier off-road trails serve as a
playground for providing the ultimate in exploration and challenge. The
Wrangler Rubicon buyer maximizes the "go anywhere, do anything" adage
exclusive to Jeep.
The Jeep Wrangler is core to the Jeep brand's Jeep Jamboree program, one
of the best known and longest running customer relationship programs in the
industry. Since the early 1950's, Jeep owners and their families have
participated in weekend four-wheel drive adventures called Jeep Jamborees.
These family-oriented two-day events are designed to allow Jeep owners the
opportunity to hone their skills in off-highway situations, while enhancing
respect for the environment.