Phil Howell's Take On The Latest Jeep
Last year, Jeep introduced a Wrangler Dragon Design Concept at the Beijing International Automotive Exposition. Jeep reported receiving wide acclaim across the globe, and particularly throughout the Jeep enthusiast community (not THIS enthusiast community). On the heels of this positive feedback, Jeep is introducing the new 2014 Wrangler Dragon Edition.
Jeep’s press release says, “The dragon symbolizes strength and power and is an aspirational character normally associated with royalty and good fortune. It was these characteristics that inspired the upscale design of the Jeep Wrangler Dragon Edition. Based on the Jeep Wrangler Sahara, the Dragon Edition has numerous unique exterior and interior styling cues consumers will appreciate. Available only in Black and as a four-door Unlimited model , the Jeep Wrangler Dragon Edition features Bronze Satin Gloss trim inside and out.”
It’s hard to think of appropriate words to comment on that statement. What happened to Jeep being the tough, go anywhere vehicle that’s endeared itself to enthusiasts around the globe?
The dragon is an aspirational character? Not here. Not . . .ever.