Newcomers could ding Jeep's image

Jeep is about to introduce two vehicles -- Compass and Patriot -- that could ruin the brand's image, according to James R. Healey of USA Today. Both models are considerably 'softer' than traditional Jeeps. "If the new models sell poorly or dilute the rugged image, Jeeps might need large sales incentives. That's good for buyers but bad for Jeep profits and bad for current owners, who'd see their Jeep's value decline," writes Healey. One Jeep enthusiasts expressed the concern of many owners effectively: "They're diluting the brand with soccer-mom grocery-getters. Unfortunately, there'll be a market for them," said Chris Rayborn, 34, an officer of the Midwest Jeepthing club based in St. Louis. "They will offend the Jeep purists, and Jeep will lose the loyalty it's had."