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....