DaimlerChrysler Corp.: Jeep campaign

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had encountered intense competition as the popularity of four-wheel-drive automobiles (dubbed "sport utility vehicles," or SUVs) exploded among American consumers.

DaimlerChrysler Corp.: Jeep campaign

Rebecca Stanfel

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, The Chrysler Corp. merged with German automaker Daimler-Benz to create DaimlerChrysler. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had encountered intense competition as the...

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