Here’s the view from 10,000 feet: The black-on-black Jeep concept introduced at this year’s Houston Auto Show was so popular that the brand is using the same look—and the same name—for a trio of limited-edition “Altitude” models for the Jeep Grand Cherokee, Jeep Compass and Jeep Patriot.
It’s the culmination of an effort that began in January, when the Grand Cherokee show vehicle debuted with a sharp new look but no catchy new name. Jeep used a consumer contest to come up with a fresh moniker for the vehicle, as well as to gauge public interest in the production version, and the results were overwhelming.
“The fact that well over 100,000 consumers entered our ‘Name My Ride’ contest reinforces the passion behind the Jeep brand, and its position as one of the most recognizable and popular brands in the world,” said Mike Manley, president and CEO of the Chrysler Group’s Jeep Brand. “The extraordinary response to both the concept and the contest resulted in an easy decision to produce ‘blacked-out’ editions of the Grand Cherokee—and the Compass and Patriot. These new Jeep Altitude editions will clearly have a broad appeal among consumers, especially those looking for something distinctive, edgy, and just plain cool.”
In the end, the “Altitude” name was chosen because it represents “the new heights the Jeep brand is reaching, with an array of new vehicles and special-edition models consumers have been seeking, a wide variety of vehicle and brand awards, and a string of recent sales successes that includes 23 months of increased sales—up 24 percent in 2010, 44 percent in 2011 and 34 percent so far in 2012.”
Mark Johnson of Sanger, Calif., took home the contest’s grand prize, a new 2012 Grand Cherokee, for his winning name submission.