“If you have a dream, make sure you pursue it.”
– Mark A. Smith (World Adventurer and Founder of Jeep Jamboree USA)
Jeep owners enjoy a special world.
If you’ve ever owned a Jeep Wrangler or have been intimately connected to someone who has, you know all about the secret world. The Jeep brand is a fabulous example of how to take a less-than-optimal product (loud, bouncy, poor gas mileage, tiring as a daily drive, not all that comfortable and does anyone know how to put the top up?) and build it into a unique treasure. My husband owned a Jeep for years which gave me insight into this secret life.
A Brand That Showers You with Praise
“Hey, you’re a Jeep girl!” is apparently the ultimate compliment.
When people would see me driving my husband’s Jeep Wrangler, they would say, “Hey, you’re a Jeep girl!” which I quickly learned was a major compliment. It meant I was outdoorsy, rugged, adventurous, authentic, youthful, didn’t mind mud, and enjoyed the wind in my hair. And, a woman driving a “man-machine” is just plain sexy – so it also meant I was sexy! That’s a whole lot of feel good from one four letter word and I didn’t even own the Jeep. My husband earns his own emotional gratification from this “man-machine,” so this brand really delivers. Jeep is the very definition of a powerful brand.
Finally, Accessorizing for Men!
A Jeep is really a Barbie for men.
A Jeep Wrangler is meant to be accessorized – and boy do Jeep owners love it. The catalog arrives with lots of affordable ways to make your Jeep your own, and the expectation is that you will. In fact, that is what real Jeep owners do – they accessorize. They also enjoy seeing how other Jeep owners have accessorized. This special accessorizing joy is why I nicknamed my husband’s Jeep Barbie. It reminded me of the joy my friends and I got from accessorizing our Barbies as kids. Unlike a BMW which says (in its unspoken automobile voice) that it’s perfect in how it is – do not touch it or you will mess it up – the Jeep voice says that your personal touches are what will make this vehicle into the truck of your dreams.
An Obedient Relationship
A Jeep Wrangler is like a Golden Retriever.
The Jeep relationship is special in car land. The Jeep serves YOU. A Jeep is like a Golden Retriever. It is there for you. It wants to be what you want it to be. It will go anywhere you want to go, and loves being with you. The BMW, on the other hand, is a bit narcissistic. It’s special. You, the driver, are lucky to have it and it knows it makes you look good. You must treat it very well and it isn’t really into going all places you want to go. Also, it drinks expensive gas and enjoys expensive spa treatments at the dealership to stay in great shape. Basically, it is a trophy car. The Jeep is your Golden Retriever, obedient to you, drinks the cheapest gas and welcomes mud, hills, bumps, snow and whatever you toss its way. It always looks good. I wouldn’t be surprised if a majority of Jeep Wrangler owners also own big dogs.
The Jeep Greeting
The first time I drove my husband’s Jeep, I came home and told him that a bunch of people I didn’t know waved to me as they drove by. He proudly asked, were they Jeep owners by any chance? I said, “Now that you mention it – yes!” Well, he said, that’s the Jeep Wave. It is how Jeep Wrangler owners greet one another. Really?!! Apparently, this is even a protocol in place. All Jeepers are responsible for upholding the tradition of the Wave. Upon contact with a higher scoring Jeep, a Jeeper is required to initiate the Wave. Now, whenever I need to feel a little love, I just hop in the Jeep and let the waves wash over me.
A Brand That Matters
A powerful brand is shared by many people, yet feels deeply personal to each. Jeep is a great example.
So now you know a little about the secret life. What is powerful about Jeep is that it presents a desirable brand mythology and also delivers a fabulous brand reality aligned with it. Even though it is a masculine brand, its essence connects to women. If you want to feel good about who you are, accessorize with joy, add a mechanical dog to your life or receive validation that you are not alone in the world, grab yourself a Jeep Wrangler. It’s not the Ultimate Driving Machine, but who cares. It’s a whole lot more. And, don’t forget to wave.
