23 Aug 05
Back in 1999, Jeep launched a new version of its evergreen Cherokee. Gone were the old car's box-on-wheels aesthetics, replaced instead by gentle curves and a softly-softly persona. The new car was hailed as a revolution, but it didn't go down terribly well with the Cherokee faithful. Eighty-five per cent of the then current Cherokee owners said they wouldn't buy the new model, which in marketing terms was a bit of a disaster.
Jeep's management learned a painful lesson and it has taken them five years to arrive at a partial fix. That's why the new seven-seater Commander is such a deliberate and evocative throwback to the utilitarian spirit of the original Cherokee. Jeep hopes that while the latest Grand Cherokee will appeal to a younger, more urbane audience, the Commander will seduce tough-speaking family men more inclined toward a glass of beer than a splash of Chianti.
It will be interesting to see how this image plays in the UK when the Commander arrives next March in right-hand drive. Jeep UK is adopting a cautious approach and is planning to import no more than 600 vehicles next year, so it should appeal to those 'mums on the run' who crave exclusivity. The Commander will be marginally more expensive than the Grand Cherokee on which it's based, so expect prices from £30-£40,000. It will compete head-on with the Land Rover Discovery, Volvo XC90 and Toyota Land Cruiser.
