A very well-researched article by Globe and Mail writer Peter Cheney attempts to explain why the Jeep, a marque that has refused to rely on product differentiation, still excels in today’s market. What particularly struck me is how he used the word “nostalgic” to describe the Jeep’s appeal. I found that to be very accurate, and wanted to explore the concept a little further.
To begin, I would like to point out that the Jeep is in no way practical. It has the aerodynamic efficiency of a fridge, the handling of a much larger and clumsier vehicle, interior amenities that would only impress my great-grandmother, and an engine output similar to a 20 year old mid-range Mercedes.
But…
I would, without shame, snap one up in a heartbeat. I very much intend to own a Jeep. Why? Because the Jeep possesses a value proposition that simply can’t fit cleanly into BCom lingo: it embodies an era. It has refused to innovate radically, and in doing so reminds consumers of a time where you needn’t fear using your car.
Furthermore, I respect what Jeep has done: it has remained true to the ethos behind its conception, when it was coined by a generation hell-bent on winning wars and driving a nation towards a brighter future. It is the automobile-embidoment of every lesson my grandfather has tried to teach me: it is honest, faithful, true, and incorruptible.
Jeep has differentiated without intending to. By refusing to waver from its identity, it has set itself apart from marques that have suffered drastic reincarnations and won over the hearts of the young and old alike. Now that is a brand value that automakers should aspire towards.
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