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Cherokee Revives Old Name for New Jeep

No more Liberty for SUV brand.

by on Feb.25, 2013

The look is familiar but distinctive, with head and foglights in a notably unusual arrangement.

Chrysler is turning to an old name for a brand new Jeep. Say farewell to Liberty.  The replacement model that will added to the line-up for 2014 will be rechristened the Jeep Cherokee, reviving a nameplate that helped kick off one of the most dramatic transformations in modern automotive history.

Jeep isn’t saying much beyond describing the 2014 Cherokee as an “all-new, ‘no-compromise’” vehicle that will set “a new standard with even more best-in-class capability, exemplary on-road driving dynamics, and fuel economy improvements of more than 45% versus the outgoing mid-size SUV model.”

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The new mid-size sport-utility vehicle will make its formal debut at the upcoming New York Auto Show.  The 2014 Jeep Cherokee will be assembled at Chrysler’s big Toledo Assembly Plant a half-hour south of Detroit, the same factory that produced the old Jeep Liberty.

The original Jeep Cherokee was a market fixture from 1975 through to 2001.

A quick look at the styling suggests the automaker wanted a more modern and distinctive look, with design cues clearly borrowing from the Jeep brand’s flagship sport-utility model. But this is more than just a “baby” Grand Cherokee.

(For a look at some spy shots of the 2014 Jeep Cherokee, Click Here.)

Observers and company insiders alike say Jeep is taking a risky approach with the front end, in particular, which features a folded take on the brand’s familiar, 7-slot grille, as well as distinctive split headlight and foglamps.

Company officials have hinted that the new model will focus less on the traditional, go-anywhere capabilities associated with Jeep products, putting more emphasis on the on-road ride and comfort that today’s ute buyers prefer.

The old Liberty model was a “niche part” of an SUV market that has “moved on” from its original focus on off-roading, said Mike Manley, CEO of the Jeep brand.

The Jeep marque was a major factor in the explosive growth of the sport-utility segment during the 1970s, ‘80s and ‘90s, the launch of the original Cherokee in 1974 creating a surge in demand as U.S. buyers looked for more enticing alternatives to their traditional sedans and wagons.

The early version – which remained in production through 2001 – also helped introduce the concept of four-wheel-drive to a more mainstream audience. Today’s newest all-wheel-drive systems are becoming increasingly common on conventional sedans and even sports cars, as well as SUVs.

And on the car-based crossover-utility vehicles that have largely supplanted more traditional, truck-based sport-utes. CUVs often sacrifice the off-road capabilities in favor of better on-road manners and improved fuel economy. But the unibody design of the big Jeep Grand Cherokee shows that it is possible to meld off- and on-road capabilities in one vehicle.

The new 2014 Jeep Cherokee is being seen as a critical part of the brand’s global growth plans. Long focused on the North American market, Fiat/Chrysler CEO Sergio Marchionne has declared the Jeep brand one of a handful of marques that will be sold worldwide.

The reborn Cherokee will likely play a critical part of that, along with the latest updated of the Jeep Patriot and Compass models and an even smaller crossover that the maker plans to produce in Italy.  The Grand Cherokee is also getting an early mid-cycle update for 2014, along with the addition of a new, high-mileage diesel engine.

But Jeep isn’t focusing only on downsized models. The marque also is rumored to be developing a larger ute that could bring back another once-popular nameplate, that of the old Grand Wagoneer.

With the addition of the Liberty and the Compass and Patriot updates, CEO Marchionne is hoping to boost Jeep sales to around 800,000 by 2014, up from 701,626 in 2012 – which was the brand’s best year ever.

 

 

The grapevine was right, Chrysler is bringing back the Jeep Cherokee.

The mid-size SUV that’ll be called Cherokee — slotted below the Grand Cherokee in the lineup — will be unveiled at the New York International Auto Show next month as a 2014 model.

Chrysler says Cherokee will be built at its Jeep factory in Toledo, Ohio and will go on sale the third quarter this year.

Cherokee, a boxy and sturdy utility with off-road credibility, was the brand’s well-known SUV for more than two decades until it was replaced by Liberty in the U.S. starting in the 2002 model year (Chrysler, confusingly, also sold the Liberty under the Cherokee name elsewhere in the world)..

Now the pendulum swings back, and Cherokee will supplant the Liberty here.

No specifics on power, size, price, mileage, but the automaker says it will be a “no compromise” vehicle and will have mileage improvements of more than 45% vs. the current Liberty.

 

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4 Responses to “Cherokee Revives Old Name for New Jeep”

  1. Jorge M. says:

    Wow, that is a weird looking front end styling.

    I thought it was politically incorrect to use the Cherokee name for a vehicle. This will have native American’s up in arms again… I can’t imagine what the issue is with the prior “Liberty” name. Maybe in Urrup or some third world countries like China it’s an issue but it should not be in the rest of the world. Maybe Chrysler marketeers are just confused with product names being different in different markets?

    FWIW, I think the Liberty model was far better looking than the new Cherokee model.

    • Paul A. Eisenstein says:

      I can say that I have seen the new design and it is definitely different…but I am embargoed from adding more. I will be VERY intrigued by the response at the upcoming NY Auto Show.

      Paul A. Eisenstein
      Publisher, TheDetroitBureau.com

  2. Sidney says:

    The “face” appear to be a Ninja Turtle being smothered by a Python. A viper, to be sure.

    • Paul A. Eisenstein says:

      LOL…As I noted in an earlier comment, I HAVE seen the new Cherokee. I personally like it in the sheet metal but the image is not quite as flattering. I’ll be curious to see the reaction when it’s formally unveiled in NY.

      Paul A. Eisenstein
      Publisher, TheDetroitBureau.com