Jeep

An iconic model for an iconic American brand.

Mission

How can a product that is more than 70 years old remain relevant and evolve without losing its identity?

Code

DIscovery

For the Jeep Wrangler.

The code for Jeep in America is a HORSE. A horse substitute.

So

What ?

Aspects of the Jeep were off-code with the reference system of a horse.
The first immediate consequence was that they stopped producing jeeps with square headlights.
All Jeeps should have round headlights like the eyes of a horse. We even found a Jeep owner club whose members had T-shirts saying: “Real Jeeps have round headlights.”
Engineers were happy because round headlights are cheaper to produce than square ones.
We could clearly describe the various features of a real Jeep.
The leather should be like saddle leather.
The windshield should be able to go down. Drivers want the wind in their faces.
All doors and the top should be removable.
It must be rugged; you want to feel it.
Tag line: “With a Jeep, you don’t need the road; you make the road.”

A famous commercial showed a guy driving a Volvo and asking for directions at a gas station.

“How do I get to this village?”

The gas station owner looks at the car and says, “You follow the road straight for 30 miles, then left for another 30 miles. And then you will arrive.”

“Ok, thank you!”

Then, another person arrives in a Jeep Wrangler and asks for the exact directions.

The gas station owner looks at the car and says, “You go straight up the hills, and you will be there in 10 minutes.”

“With a jeep, you don’t need the road; you make the road.”

New

Product

A four-door JEEP that respects all the above. It became the only four-door convertible on the market.

The

Results

In 2008, when all brands were suffering, and sales were down, the Jeep Wrangler was the only car to experience a 0 % increase in sales.

They are now producing a new Jeep pick-up truck, “The Gladiator,” but it still respects the code.

Jeep is a successful American Icon and will remain prosperous if it respects the code.

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