Jeep "Trail Rated" Badge Appears on Vehicles and in New Advertising
September 19, 2003
The Jeep brand today announced "Jeep Trail Rated," a new way to communicate to consumers the extensive level of off-road requirements that all Jeep 4x4 vehicles must meet. The new 2004 Jeep 4x4 vehicles -- Grand Cherokee, Liberty and Wrangler -- with Trail Rated badges start arriving in dealerships next week.
"Jeep Trail Rated is an industry-leading methodology to objectively measure and predict off-road performance for all Jeep vehicles," said Jeff Bell, Vice President Jeep, DaimlerChrysler Corporation. "We created Jeep Trail Rated to communicate the legendary Jeep capability that is designed into every Jeep 4x4." Jeep Trail Rated is supported by the Nevada Automotive Test Center (NATC), which has 45 years of off-road vehicle testing experience, including the creation of standards for the U.S. military.
The new Jeep "Trail Rated" badge indicates that every Jeep 4x4 has been designed to perform in a variety of challenging off-road conditions identified by five key consumer-oriented performance categories, including Traction, Ground Clearance, Maneuverability, Articulation, and Water Fording.
"Through a combination of natural and controlled field tests, as well as computer-simulated environments, Jeep Trail Rated provides a repeatable and consistent measurement of off-road performance for all Jeep vehicles," said Bell. "As the Jeep brand expands, Trail Rated will help us ensure that our legendary 4x4 capability remains a cornerstone of the Jeep brand."
Six new print ads and four new television spots will communicate the stringent requirements that Jeep vehicles must meet in order to earn the Jeep "Trail Rated" badge.