The number of Jeeps running around Italy was obvious and it points to the popularity in Italy of driving an “American Icon.” It has its down side too, as Italy slowly loses some of its uniqueness, its charm and becomes globalized in feel especially for Italian Americans like my wife and I returning to this amazing country and culture we love and cherish. As for Jeep, it has captured the interest of Europeans as things American, fast foods, TV shows, fashions and movies become hip and sought by Europeans. Jeep, like no other band, has the ingredients of style, capability and singular recognition to be a serious player on the European market. Jeep must build on that status and offer a full range of vehicles with a full range of power trains to move into the top five in sales. Based on personal observations, Europeans are ready to go Jeep as a statement of their ever broader cosmopolitan lifestyles. Time now to invest in domestic product, commit to the full range of power trains and allow the world to look to America for Jeep in its purest form and its unique appeal that is the foundation of the brand globally. Jeep must protect this automotive magic at all costs. Invest in the brand. Honor the brand. Yes, exploit the brand, it’s just so American to do so.
The payback can be substantial.
