By RICHARD WILLIAMSON
Scripps Howard News ServiceUnder the new Chrysler/Fiat survival plan for the Great Recession, Jeep retains a place of prominence as an "iconic" brand.
That's an apt description of the world's first off-road vehicle, introduced to the world by G.I. Joe and developed over the years by a succession of owners culminating in Chrysler's remarkable expansion of the fleet.
During World War II, the "jeep" was built by Ford Motor Co. as well as Willys Overland based on a design by a small automaker in Butler, Pa., known as Bantam. The nickname "jeep" was derived, some say, from its designation as "General Purpose (GP)" vehicle. The late, great American Motors Corp., whose own rescue by France's Renault fell short, owned Jeep before passing it on to Chrysler in 1987.
While the Wrangler is the direct descendent of the original Jeep, the Cherokee probably deserves more credit for igniting the SUV mania that swept North America in the 1980s.
Riding on the so-called XJ platform the Cherokee emerged from the AMC design studios as a production vehicle in 1984.
Automobile magazine rated the Cherokee as one of the 20 greatest cars of all time. "Possibly the best SUV shape of all time, it is the paradigmatic model to which other designers have since aspired," the magazine averred.
The original Cherokee was so attractive and functional that people began trading in their cars, particularly wagons, for the rugged individualism represented by the off-road ready ride. The Cherokee body style, with Jeep's trademark vertical chrome grille, later adapted well to smaller hybrid vehicles such as the Liberty and Patriot.
In 1992, Cherokee evolved into the Grand Cherokee, the first new Jeep developed under the Chrysler umbrella.
To compete with the best-selling Ford Explorer, the Grand Cherokee became more luxurious, comfortable and costly.
Today, after 4 million sales, Grand Cherokee is caught in the deep downturn that has particularly affected pricey SUVs. Sales for the year through May are down 47 percent, which is not terribly surprising. More surprising is the fact that Wrangler sales through May actually rose 11 percent.
If Chrysler has a future after bankruptcy, so does Jeep. Chrysler has unveiled the 2011 Grand Cherokee featuring a new design, new interior and a 3.6-liter Pentastar V6 engine in addition to the Hemi V8 offered on current models. The new V6 provides an 11 percent improvement in fuel economy.
The new Grand Cherokee has an air suspension while retaining its off-road abilities.
"Jeep invented the SUV segment and our all-new Grand Cherokee is the next step in the evolution of the SUV," said Mike Accavitti, Director -- Jeep, Chrysler and Dodge Brands.
Until the automotive market rebounds, Jeep will have to get by on its existing models, which are strong in their own right.
A bank teller saw me drive up in a 2009 Grand Cherokee SRT8 and asked some fairly well-informed questions about changes since she bought her 2008 model. Turns out, she had to order her SRT8 from out of state because local dealers were out of them. That's the kind of banker you want to talk to when you're looking for a car loan.
People who recognize the special qualities of the SRT8 are the cognoscenti of cars, the influencers and purveyors of the most powerful form of advertising -- word of mouth.
As a high-performance version of the Grand Cherokee, the SRT8 is the type of SUV that can get people talking.
Powered by a 6.1-liter, 420-horsepower Hemi V8, the SRT8 accelerates from 0 to 60 mph in under 5 seconds, outperforming the Porsche Cayenne Turbo and BMW X5.
Of course, you pay a price in fuel economy of 11 miles per gallon in the city and 14 on the highway for an annual bill of $5,373.
But don't worry, this vehicle won't drain Saudi Arabia. Designed by Chrysler's Street and Racing Team, the SRT8 has very limited availability. It is reflected in its base sticker price of $42,500, which rose to $50,670 with options.
SRT8 reveals its special credentials through styling features such as special front and rear fascias, including a center cutout in the rear to accommodate broad, chrome-tipped twin tailpipes.
The interior is also designed to reflect the racing heritage, with added bolstering for the seats, accent stitching on the slate-gray seats and a speedometer that rises to 180 mph.
Clearly, this vehicle has a great history. Let's hope it has a great future.
WHAT'S NEW: New exterior colors, rear-window opening added to key fob.
PLUSES: Performance, style, comfort, utility.
MINUSES: Fuel economy, price.
BOTTOM LINE: An iconic performer.
E-mail Richard Williamson at motorfriend(at)sbcglobal.net
