Jeep Wrangler Scrambler teased ... Uh Huh, we'll see

[Wheelin98TJ]

Man I hope they don't make Wrangler into a sub-brand the way Ford did with Bronco. Research showed that Bronco had more brand equity than Ford; while Wrangler holds strong value, Jeep is an iconic name that holds immense brand equity.



Yeah I quoted it as a FWIW because the author said he attended the event. I know you (@Jrgunn5150) have inside exposure (I've read enough of your posts to assume that), so I value what you're saying. You mention the Compass platform, which would mean the Scrambler would be built with the Ram Rampage (which also uses the Compass platform). This departs from online speculation of Scrambler being a Gladiator or Dakota partner.

I have a hard time believing Bronco had more brand equity than Ford.

Seems like F-Series would have more brand equity than Bronco.

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[biodiesel]

Easily 1/4 of those slides mention electrification.

0 of them reference diesel.

I still have my hopes. Stellantis did say they are investing back into diesel again. It was referenced for the European market, but I hope one makes it way to the U.S.

 

[Dilly’S Willy]

FWIW - source

This looks great!

 

[JTGuy]

That one was at EJS and looked good. Got to get the Hurricane engine in there some way. Lots 0f people looking at this one . I asked and there is no planned build date.

 

[DirkG]

I have a hard time believing Bronco had more brand equity than Ford.

Seems like F-Series would have more brand equity than Bronco.

Ford CEO Jim Farley wanted to directly challenge the dominance of Jeep by offering a dedicated, domestic off-road brand. It was more effective to market a Bronco Sport against a Jeep than a Ford Escape. This isn't the article I'm thinking of, but there's relevant information here.

This isn't the first time larger brands have spun off sub-brands, like Toyota with Scion years ago, but Ford has been especially successful with both Bronco and Mustang sub-brands (which was very controversial at first to have the Mach-E don the Mustang horse).

 

[Wheelin98TJ]

Ford CEO Jim Farley wanted to directly challenge the dominance of Jeep by offering a dedicated, domestic off-road brand. It was more effective to market a Bronco Sport against a Jeep than a Ford Escape. This isn't the article I'm thinking of, but there's relevant information here.

This isn't the first time larger brands have spun off sub-brands, like Toyota with Scion years ago, but Ford has been especially successful with both Bronco and Mustang sub-brands (which was very controversial at first to have the Mach-E don the Mustang horse).

Marketing Bronco against Jeep makes sense.

Dodge spun off Ram many years ago.

 

[Bandit’s Lair]

I knew it!!!! They’re switching from sticker packages to big fluffy dogs as incentives!!!!! Way to go Jeep!!!!

 

[NC_Overland]

I have a hard time believing Bronco had more brand equity than Ford.

Seems like F-Series would have more brand equity than Bronco.

Ford realized that they only had three models that had real value. The Mustang, Bronco, and F-150. It made a lot of sense. They should have built the Bronco truck they had planned.

Look on a late model Bronco or Mustang. You have to really look to see a ford logo.

 

[NC_Overland]

Certainly- the Dakota and Rampage fill gaping holes in the lineup. Cross utilizing either/both makes sense from both economic and engineering angles. I really think the Rampage will sell well here and take a chunk out of the Maverick sales as it should. I saw one in Costa Rica in February and it is a fine looking truck in person.

Dakota ought to sell well, especially if they offer proper fleet-spec trims at reasonable pricing.

I guess the bigger question is which of the two will the "Wrangler Scrambler" be built on? ( And will it have a Hemi? lol)

You mean one of these? I randomly saw one driving in GA the other day. It was not good looking at all imo.

 

[Mad Mac]

You mean one of these? I randomly saw one driving in GA the other day. It was not good looking at all imo.

Ram 700 Bighorn
Why aren't they sold here?

 

[Mightytalldude]

Ram 700 Bighorn
Why aren't they sold here?

US regulations I'm guessing. I see tons of them down in South Texas, from across the border with Mexico plates. I also see Jac trucks, BYD and the mini Ram.

 

[BourbonRunner]

You mean one of these? I randomly saw one driving in GA the other day. It was not good looking at all imo.

The 700 is smaller and yep, not really a looker. The Rampage is the larger unibody trucklet and it very closely resembles its bigger brothers.

 

[Mad Mac]

I do not want to buy Chinese trucks
but why don't we manufacture small trucks
and small cars with good gas mileage?
JAC trucks

 

[JTGuy]

I will NOT buy a china vehicle. They are NOT our allies . They are Godless Communists.

 

[NC_Overland]

Ram 700 Bighorn
Why aren't they sold here?

Yeah. That’s a Ram 700. I googled it after seeing it. They are hideous and don’t pass US crash test standards. Maybe emissions too I forget

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