In a recent article by Bloomberg, Chrysler Group LLC shared their perspective on what it means to be sustainable.  The debut of the 2014 Jeep Grand Cherokee at the Detroit auto show boasts the ability to drive 700 miles between fill-ups and gets 30 miles per gallon on the highway, with a eight-speed automatic transmission and a gasoline-saving “eco” mode.  Jeep brand President Mike Manley praised it as a fuel saver, but it certainly isn’t a “subcompact fuel sipper.”

Chrysler’s Jeep is indicative of a significant problem in the auto-industry where manufacturers must reconcile the trade off between fuel-economy regulations and staying true to their brand by minimizing the impact of the trade off.  The 2014 Cherokee is perhaps the latest in a string of “spinning” attempts by automakers to pay lip service to the importance of sustainability while introducing bigger, more powerful cars and trucks.

“Clearly the auto companies are trying to tell the government that they’re following the law, while they’re telling consumers come buy our biggest gas-guzzling trucks.” – said Dan Becker, director of the Safe Climate Campaign.

It’s unclear as to whether the 2014 Grand Cherokee will live up to U.S. standards for fuel economy.  But the question remains as to whether Chrysler’s message to drivers is a good one: Can you have your cake and eat it too?