Jeep Truck Testing

Jeep Truck Advertisement, a photo by lee.ekstrom on Flickr.

Thought for the day: Before you even consider building a Jeep Pickup make sure you're going to have enough serious customers to make it work.

The Jeep brand had a long history of building pickup trucks. Kind of causes problems when RAM is under the same Chrysler umbrella. Last year there was a glimmer of hope for a Wrangler based pickup truck. Since then, Mopar has released a clever JK-8 pickup conversion kit. The $5,499 JK-8 kit allows owners to do the work themselves with just a sawzall and angle-grinder.

Sales as of September were about 300. Was this a litmus test to see how serious the Jeep community was about a Jeep Pickup? Not sure, but as of September 19, the Jeep Pickup hopes are on hold for a while.

Last word from Jeep CEO Mike Manley on September 19th was that Jeep Truck idea is still a high priority, but that it won't see production until 2015-2016 (if at all). Of course, that may change with Chrysler CEO Sergio Marchionni's push increase Jeep vehicle sales internationally. Mid November came news that the Toledo Assembly Complex would receive a 500 million dollar investment with production to begin in 2013.

Copy:
Make sure you're serious.
Before you even consider buying a Jeep Pickup make sure you're looking for a serious truck. Because this one's more than a bed attached to a cab. It's a truck designed and built to outperform the field at the things you need a truck for. That's why we call it The Performance Truck.

THE PERFORMANCE TRUCK WORKS.
It can hold more cargo and haul a heavier payload than comparable 4-wheel drive Ford, Chevy or Dodge pickup trucks. And still gets about the same gas mileage as all of 'em. 16 EPA EST MPG, 21 HWY EST.

THE PERFORMANCE TRUCK GOES.
With 2-wheel drive when you want it and Jeep's legendary 4-wheel drive when you need it. 4-wheel drive that's built in from the ground up, not added on like its competition's.

THE PERFORMANCE TRUCK ENDURES.
95.8 percent of all Jeep vehicles registered in the last 10 years are still in operation today. Another tough performance that Ford, Chevy and Dodge can't match.

THE PERFORMANCE TRUCK WINS.
Jeep Pickups took 1st place in the SCORE Off-Road World Championship, the Mint 400, Baja 1000, Parker 400 and Baja Internacional. Once again outperforming, well, you know who.

All this and a price designed to take on the competition. So why settle for less? Name the terrain. Jeep truck performs.

2005 Jeep Gladiator Concept Flyer 2 of 2

2005 Jeep Gladiator Concept Flyer 2 of 2
Originally uploaded by lee.ekstrom

The 2005 Jeep Gladiator Concept Vehicle seems to be making its way back in the press again. Jeep CEO Mike Manley showed dealers a version of this multipurpose vehicle (aka "pickup truck") at a dealer meeting in Orlando, Florida last year. Its expected that production of a Jeep exotic will begin in the third quarter of 2011, and be badged as a 2012.

My art director partner, Dennis Outlaw and I created this Auto Show Flyer/Brochure when we worked at BBDO Detroit on the Jeep Creative team.

2005 Jeep Gladiator Brochure

2005 Jeep Gladiator Brochure 1 of 2
Originally uploaded by lee.ekstrom

The 2005 Jeep Gladiator Concept Vehicle seems to be making its way back in the press again. In January, Chrysler Group CEO Sergio Marchionne said the Jeep brand would be releasing a "multipurpose" vehicle that will have a pickup-like bed in the back. That kind of jives with this flyer.

My art director partner, Dennis Outlaw and I created this 2005 Auto Show Brochure when we worked at BBDO Detroit on the Jeep Creative team.

SO UNIQUE, IT DEMANDED A CATEGORY ALL ITS OWN.
When we produced this flyer in 2005, we were tasked to keep the Gladiator out of the truck category - ultimately calling it a "Flexible Utility Truck."Thankfully this last line may hold true:

This authentic statement of Jeep brand heritage is but a glimpse of the direction the brand could go in the near future.

No comment on the word "near." The Gladiator Concept Vehicle relied heavily on the Wrangler front grille. An integrated front recovery winch was a nice touch. We'll have to see how closely it lines up with the real thing once it launches later this year.
The new multipurpose exotic Jeep (sort-of pick-truck) 4x4 will most likely be sold internationally as well.Copy from the flyer:

A category all its own - the Jeep® Gladiator concept vehicle is the first "Flexible Utility Truck," a mid-size alternate with a max-size appetite for more. Go ahead, get a second helping. With Gladiator's expandable bed you can stretch from 5'8" to 6'8" to 8'11" in a matter of minutes. You never know when an extra foot of truck-bed space will come in handy. A dent-resistant Durabed Bedliner and multiple tie-down help tether gear should you be trailering an F5 twister.

A trick driver-side rear-seat access hatch allows for easy retrieval of stowed gear. Under the side-mounted spare is a bottle jack stored in a military-style watertight box.

Peel back the canvas top partially, or remove it completely, for a huge sky/moon/star roof. Hauling a 4'x8' drywall in a mid-size? Sure! Gladiator's rear-seat stows away beneath the truck bed, and a slide-down rear glass and lowered tailgate instantly reward the user with over 8'11" of bragging rights.

Key Features of the Jeep Gladiator Concept Vehicle:

• Powerful 2.8L I-4 Turbo Diesel engine (295 lb-ft of torque / 163 hp)
• Heavy-duty 6-speed manual transmission
• Trail Rated® Capability
• Proven Command-Trac® 4x4 system
• Exposed hood latches / door handles
• Armour Green Metallic paint
• Integrated front recovery winch
• Goodyear 265/75R18 (33-inch tall) tires
• 18x8-inch cast-aluminum polished wheels
• Super-tough front / rear solid axles
• Suspension: 4-link front coil and 5-link rear with dual coils (includes separate ride and load coils)
• Bed length - 5'8"
• Midgate forward - 6'8"
• Expanded with tailgate down (min) - 8'11"
• Open fenders / extra-wide rear fenders
• Passenger-side rear door (opens a full 180 degrees)

The strategically placed side-mounted spare tire is all about utility, ultimate use of rear bed space, and uber coolness.

Copy: Lee Ekstrom
Art Direction: Dennis Outlaw
Agency: BBDO-Detroit