Jeep J8 – I will buy you today, but Chrysler won’t let me!
I’m not quite sure what is going on with me, but today I am on a car kick. So here is your second consecutive “car” post of the day.
I’m not really a gear head. I do have a special affinity for cars though and I maintain a good knowledge of what is going on in the industry. One of my first words was, “Cadillac.” I’m not sure but I think I got that one out before “mom” or “dad.” As someone who also reviews environmentally friendly products, I am enjoying the debate and proliferation of lighter, smarter cars that offer up lower emissions and higher MPGs.

But I have a deep dark secret to tell… I do not drive one.

If you come to my house and look in my garage (or “off-street parking” rather). You will find a bevy of gas guzzlers, A 2003 Jeep Grand Cherokee, A 2007 Cadillac CTS (Best Mistake Ever!), and the apple of my eye, A 1997 Jeep Wrangler TJ. Nary a hybrid, diesel, or flex-fuel logo in sight! For all my recent efforts to become green, the last place I will sacrifice if in the cars I drive. Though our next vehicle will likely be a hybrid or able to run on bio diesel.

Anyway, back to my point. The other day I was sitting back lamenting the decline of Chrysler (and with it Jeep) because it’s likely to slow the new product development of newer, greener jeeps. Then it hit me… Is there any reason on earth or any other U.S. car brand better positioned to offer itself as the all-green car company than Jeep? I would say not.

Jeep is the only bright spot in Chrysler’s sad lineup. Cerberus, the private equity company that bought Chrysler from Daimler last year, is basically on operation shut down. For Chrysler LLC, there is no turnaround story to be had as it exists today. The best Cerberus can do is make the tough decisions and cut production, products, and jobs to the point where another company feels secure purchasing it. Most Chrysler cars sell poorly, the brightest bright spot for the entire company is none other than that 60 year old Jeep Wrangler, which is selling at a healthy pace.

Also, on the green front, Chrysler is falling behind every single U.S. manufacturer. They do not make a hybrid, for all intent… They selectively make diesels, and their E85 or ultra efficient gas vehicles are rare. As it stands, they are not positioned to make the steps effectively enough to capture this fast growing market. They are too large, too damaged, and lack the cajones.

So here is my proposal.

Jeep should through some mechanism be separated from Chrysler LLC and become it’s own, single brand car company. Jeep Inc. They should immediately begin planning a near green lineup for 2010-2010. This would involve hybrid engines, designed or licensed, for their smaller vehicles (Compass and Patriot). E85, and Diesel for the Grand Cherokee. And for the storied Wrangler, a 2.8L Diesel engine capable of running biofuels. New and existing product development could move to an all green lineup by 2012-2013.

In addition to drivetrain changes, measures could be taken to use interior and exterior materials are made and selected with their impact on the environment in mind. Production facilities could change their methods to be more eco-friendly. The Jeep Wrangler is already manufactured with spartan components and little newfangledness. You want a car that leaves a small footprint? Then mate a tourquey high-efficiency diesel with the go-anywhere do-anything, last-forever, stamped sheet metal Jeep Wrangler. Put some recycled plastics and eco-fabrics on the interior and you’re good to go.

Jeep, and it’s brand, are deeply American. At a time when every single US car manufacturer is being whomped by foreign advancements in efficiency Jeep Inc. could take a stand and establish itself as a green car company for people who actually venture out into the wilderness. Think about it, Jeep already has a built in fervent fan base who loyally buy their products time and time again. They are people who, for the most part, spend their weekends camping, hunting, hiking, and fishing. These are consumer who enjoy and respect the outdoors and who, I believe, are more likely to care about their environment than your average city driver. And the brand couldn’t be more well established.

My pitch to the legions of jeep enthusiasts couldn’t be more simple. A smaller, more eco friendly Jeep will establish the company for the future. Being separated from Chrysler will give it the agility to invest in products that consumers want, like the Gladiator and Wrangler J8. Not to mention, jeep enthusiasts have been clamoring day and night, for years for one thing… a diesel engine.

As it stands now, I doubt Chrysler can deliver Jeep into a marketplace that moving towards “green” and give consumer what they want and deserve…. A Reinvigorated, Sustainable, Consumer Driven Jeep Brand

Just my two cents! What do you all think?