Jeep Emerges As Chrysler's Crown Jewel

Jeep. It's the original sport utility vehicle, known around the world for its durability and rough off-road capabilities. From its rugged World War II military provenance to its 21st century line of clothing, outdoor gear and other consumer goods, Jeep is one of the strongest American brands.

For the past two decades, the iconic brand has belonged to Chrysler LLC, but as the Auburn Hills automaker struggles amid sagging sales of its gas-guzzling trucks and vans, analysts and others are wondering if the time has come for the company to shed Jeep. Jeep, some contend, is Chrysler's most valuable asset, perhaps worth more than the rest of the privately held company.

"At this point, it's hard to say what positive value Chrysler has," said Gerald Meyers, chairman of the former American Motors Corp., which owned Jeep until Chrysler snapped up AMC in the late 1980s. "But Jeep is worth a lot -- it's the sole clear-cut jewel in their crown ... that can be isolated and sold as a unit, without being much concern if Chrysler survives or not."

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EnnNorak - 7/28/2008 8:04:09 PM

+2 Boost

Cerberus might as well sell off all of Chrysler except Jeep and then rename what's left as JEEP CORPORATION. Jeep is the only brand with a cult following that Chrysler has. The problem is: who would buy the other divisions? Maybe the other divisions could be merged with some other "dogs" in the industry for whatever synergies might be gained therefrom.

audirevolution - 7/29/2008 12:35:34 AM

+5 Boost

My parents love their 2006 Grand Cherokee Limited, in Germany!

bfghemicuda - 7/28/2008 9:59:44 PM

+3 Boost

Jeep is a part of the Chrysler group. A division if you will. Mopar Parts supplies parts and so on. You can't just sell Chrysler and Jeep survives. Dosen't work that way. Chrysler will do well not that it dosen't have to share profitts with Diamler. Bunch of new stuff comming. Chrysler will be OK. It will take a little time but they have done it before.

audirevolution - 7/29/2008 12:34:14 AM

+4 Boost

If it wasn't for the Jeep, who knows how America would be today. Thanks to the Jeep, America was better able to win World War II. You are a troll for not being able to appreciate anything other than BMW.
I own a Montego Blue E92 335i, but its people that you that make BMW owners look bad.

M35MT - 7/29/2008 12:49:25 PM

+2 Boost

Not to mention, the first Land Rover was created based on the need for a "Jeep" in England after WWII.

Bored - 7/29/2008 4:07:53 PM

+1 Boost

@M35MT,

Although it is unlikely, how about Tata Motors buying Jeep? Although NO ONE would ever think of Jeep as being "entry level", I think paring it up with Land Rover would work -- kind of a Toyota (being Jeep)/Lexus (being Land Rover) kind of setup. But the Jeep Compass must die, and soon!

As for Chrysler LLC as a whole, the next 2 items that need to be addressed after dropping models are a) improve interior qualities (doing wonders for GM these days), and b) newer, more efficient engine technologies. Outside of the Hemi, can you think of an engine from Chrysler that's actually up to date such as GM's 3.6L DI and non-DI V6 or even Ford's Duratec 4 cyl.? (I ignored transmissions since they have the "lifetime powertrain warrenty"...for now.)

More than likely, Chrysler (and Jeep's) next owner will almost definitely be a former player in the U.S. looking to come back, say PSA Peugeot Citroen or Fiat, most especially since current American Ferrari dealers are not keen on using selling space on their showroom floors for "lowly" Fiat 500 and Grande Punto's or Alfa Romeo MiTo's.

woood - 7/29/2008 3:35:45 AM

+2 Boost

If Jeep is sold, Chrysler will be worth crap. Jeep should be tied up with Chrysler for a "packaged deal" price.

EnnNorak - 7/31/2008 9:17:07 PM

+1 Boost

You can't package a money loser with gold. Better to sell the money loser for its asset value and keep the gold.

Bored - 7/29/2008 3:35:36 PM

+2 Boost

@ the troll amazin,

"why do i make BMW owners look bad?"
Simple.
YOU'RE A F'N MORON!