字幕列表 影片播放 列印英文字幕 Jeep. It is perhaps one of the strongest brands in the automotive world. It has a military pedigree that dates back to at least World War Two, and for generations, it has sustained its rugged, classic, American image. It is also Fiat Chrysler's top selling brand, and it inspires a rare sort of cult like devotion other automakers would kill for. Jeep specializes in sport utility vehicles. It does not make a single sedan or sports coupe. That has left it extraordinarily well positioned for the recent boom in SUVs. And I think one of the cool things about the Jeep brand is over the years, we've really stayed true to that first and core being of authenticity and what four wheel drive capability means. However, the secret is out and automakers everywhere are ramping up their own SUV and pickup inventories, and some are aiming their products squarely at segments Jeep has long dominated. Jeep is answering with a slew of new innovations and new products to preserve its strong position and envied reputation. Industry insiders say Jeep can no longer expect that its legendary name and distinctive styling will keep buyers coming back. Jeep traces its modern history back to 1940, and its story starts with war. Preparing for its involvement in World War Two, the United States government sent requests to 135 automakers for a quarter ton light reconnaissance vehicle. Three responded Ford, a company called Bantam, and a third company by the name of Willys-Overland. Willys-Overland made about 360,000 jeeps for the U.S. Army throughout the war. As World War Two ended, Willys debuted the first civilian Jeep, or CJ, for the public in 1945. Before the war was over, the government and really the public recognized what a wonderful vehicle this was. So even before the war was over early in the war, actually the engineers Willy-Overland began designing a civilian version. Willys-Overland was allowed to begin manufacture before the war is even over. July 17th, 45 the first civilian Jeep rolled off the line. It released the Willys wagon in 1946, the Willys-Overland truck in 1947, and briefly even a convertible sedan called the Jeepster, which ran from 1948 to 1951. Over the years, the Jeep brand name grew. At different points in its history, Jeep has made pickup trucks, wagons, military and civilian jeeps, and an array of commercial vehicles, some that broke new ground in engineering and design. For example, in the 1940s, Jeep released the first all steel station wagon, which resisted rain and weathering much better than the wood paneled wagons common at the time. In the 1960s, the Jeep catalog dramatically expanded to fourteen models from just six in the 1950s. The Wagoneer, introduced in the 1960s, brought the first overhead cam six cylinder truck engine and was the first four by four vehicle to have automatic transmission and an independent front suspension. This was the first time that a station wagon body with four wheel drive and automatic transmission. Nobody had put an automatic transmission through a four wheel drive system before, which really expanded the market. So it really stepped up the SUV game, really was a game changer. In the 1970s, Jeep introduced the first automatic full time four wheel drive system, considered revolutionary at the time. In the following decade, the 1980s, the company came out with another vehicle that would proved revolutionary, the Jeep Cherokee XJ, one of the best selling SUVs of all time, and a big step toward the compact crossovers so frequently seen since in the 2000s, Jeep released the Wrangler Rubicon then and now, the most capable Jeep Wrangler trim level. In that era, the company also came out with a four door version of the Wrangler, which dramatically boosted sales. Over the years, ownership of the Jeep brand has changed hands several times. It was initially owned by Willys-Overland, then bought by Kaiser in the 1960s. Kaiser later sold Jeep to American Motor Corporation and left auto making entirely. AMC was then itself sold to French carmaker Renault before Chrysler bought AMC in 1987. Of course, Jeep was then caught up in the troubles Chrysler faced throughout its history, including an ill fated acquisition by the German automaker Daimler, known for the Mercedes Benz brand. Daimler sold Chrysler to private equity firm, Cerberus Capital Management, and then Chrysler went bankrupt in 2009. It was briefly owned by the US government and then sold to Italian carmaker Fiat, forming the Fiat Chrysler Group of brands. Despite this tumultuous history, Jeep has been able to maintain a surprisingly consistent fan and customer base, part of the reason for this, say many auto industry insiders, is its appeal to heritage. The brand has a long and illustrious history, and models made today bear a fair amount of resemblance to the earliest Willys Jeeps sold to the U.S. Army. I would describe Jeep as a very, very heritage built brand. In fact, it may be one of the most heritage build brands in the marketplace today. The best example of this, of course, is the Wrangler, that imposing rugged rock climber, beloved by hardcore off roaders and people who want other people to think they're hard core off roaders. Though it has changed over time, the Wrangler's DNA goes all the way back to the original Willys Jeeps sold during the World War Two era. The civilian jeeps, or CJ models that were built as the war ended in 1945 lasted until 1986, a 41 year history. They were incredibly popular. The CJ-5 alone had a 30 year production history, the longest of any single production vehicle at the time it was discontinued. The actual Wrangler name debuted in 1986 in time for the 1987 model year. It is hard to emphasize just how strong the Wrangler's reputation is among off roading vehicles. The Wrangler is absolutely by far and away the halo vehicle of the Jeep brand. It's really the sole and center of the Jeep brand. It's also one of Jeep's hottest sellers in numerical terms. But the Jeep brand really wouldn't be what it is without the Wrangler. In fact, I would argue that the Jeep brand couldn't exist in its current state without Wrangler. Jeep sold about 228,000 wranglers in 2019 and 240,000 the year before. Apart from the Wrangler, Jeep's other two most popular models in the US are also pivotal products, in both Jeep's history and the history of the automotive industry. They are the Cherokee and Grand Cherokee. The Cherokee began life in the 1970s as a two door version of the Wagoneer built on the Wagoneer's large platform called the SJ platform in the company's nomenclature. In 1984, Jeep transferred the Cherokee and Wagoneer names to a smaller platform that went by the label XJ. This was in part a response to anxieties over gas prices spurred by the oil crises of the 1970s. It was a pioneering move. And I think what Jeep had originally kind of paved the way for some of these other brands to create more comfortable, more car like, nicer ride SUVs, because they knew that people like that body style that like outdoorsy, utilitarian, a lot of cargo space, usable space type of vehicle. The XJ platform made the Cherokee the first SUV with unibody construction, meaning it was built using a construction method where the body of the car and the chassis are fused together. Unibody construction has long been thought to offer many advantages for certain types of cars. It can make them lighter, easier to handle, and drive at high speeds, for example. It hit the sport utility vehicle and pickup truck segments later due to the common preference for traditional body on frame construction in vehicles that haul or drive off road. Just like the way the early Willys Jeeps provided a template for the classic American jeep form that became the Wrangler, the Cherokee was critical in helping to define the template for the modern sport utility vehicle and crossover that have become ubiquitous in America. The Cherokee was really one of the big models that inspired this huge rush to SUVs that eventually came into full force in the 90s. It would have happened without that original 1984 Cherokee that really planted the seed. The Grand Cherokee, released in 1993, was a pioneering premium crossover SUV. It looked modern, it felt it modern, it was modern, all the way through it. They really changed people's perception of an SUV, that it could be your daily driver. These key products and others have turned Jeep into one of the most adored and envied brands in the automotive world. Jeeps represent today vehicles that are, for the most part, very, very practical and functional for everyday life. But they have this mystique about the brand that makes people coming back for more. Much of what fuels this admiration is a strong base of customers and fans. Jeep owners have their own clubs and schedule events dedicated to driving. For example, weekend long Jeep Jamboree off road trips have been happening since 1953, when a Jeep owner first organized a drive across the Rubicon Trail in the Sierra Nevada Mountains. Jeep has also listened to its customers over the decades and used feedback to refine the Jeep Wrangler's designs. The Wrangler changes little from year to year, but Jeep does make incremental improvements based on customer input. It's really the customers that run the brand. And we listen to them and and try to respond to them with what they're looking for with respect to product. So a couple of recent examples of us doing that are the diesel engine in the in the Wrangler, they asked for that very common request. Gladiator was a great example of that as well, bringing a pickup truck back to the Jeep line up. The Jeep Wrangler's gradually shifting looks give it a continuity with its past. It also makes it easy to source parts for repairs. And Wranglers are known for their excellent aftermarket support. Jeep also has a strong reputation outside the United States, even in countries where American cars are not that popular. For example, U.S. automakers control a minuscule portion of the auto market in Japan, where buyers favor smaller vehicles with features more tailored to local tastes. However, of the American brands in Japan, Jeep stands out. Japanese buyers bought 13,354 Jeeps in 2019. The second most popular American brand, Chevrolet, sold only 585 units the same year. Jeep sales were actually up 16% in Japan in 2019, despite the fact that car sales overall were down 1.5% and import sales rose only 3.2% percent. Interestingly enough, for a country that loves small cars, the boxy Wrangler is Japan's most popular Jeep model. Jeep is also making some inroads elsewhere in the world. It is, for example, becoming a serious threat to Land Rover in Europe, surpassing the legendary British brand on that continent in 2018. The strong brand recognition has helped make Jeep Fiat Chrysler's best selling brand by a pretty wide margin. FCA sold 923,291 Jeeps in 2019. The next best selling FCA brand is RAM Trucks, which sold 703,023. No other FCA brand comes close in terms of sales.