Comments by "HesteBremse" (@HesteBremse) on "Auto Express"
channel.
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That front design I really do not comprehend. The Renegade is bad too but that at least keeps some Jeep DRG DNA. They both look horrible in still images and a little better when in motion. The stance is quite okay, but not as good as the earlier generation Cherokee. From the rear and side they have managed to keep some Cherokee identity but it is overall an awkward direction - To my eyes it feels like they tried to hard making a new contemporary direction and then landed in the middle of the flight without reaching the end destination. But at least many of even the more expensive cars in the SUV market does not look well resolved either. Many of the German SUV´s actually looks very bad too but they have a stronger brand appeal so they can survive it.
Jeep should perhaps have taken much closer look at what Range Rover (since their heritage is of similar nature of the true off road credentials) has accomplished in terms of creating a new generation DNA exterior design without losing it´s key visual identity. Wether one like the Evoque or not it is a marvel of compact SUV design for the hyped city customer.
Though I´m really not a fan of the new Renegade I suspect that it will sell better than the Cherokee if it is priced correctly - That awkwardness will be much more acceptable in it´s segment also on export markets. On the other hand this Cherokee might not loose too much on it´s home market, but as overseas export product I certainly have my doubt´s. The interior is simply not up to par design wise. It´s not bad, but it lacks distinctiveness and quite some bit of refinement for this segment. E.g. That gear leaver! it looks like something from +10 years ago - That is simply such a lame design for a brand new car in 2014. While certain areas like the digital designs are pretty well rounded the lesson of making the interior B and C areas much less visible and reachable, have not been applied well. I do not honestly understand why Jeep in 2014 will make such mistakes, with so many new talented designers around eager to get onboard.
Jeep is a good brand with a trustworthy heritage and I´m really happy that their cars remain excellent off road, but in this segment they competition is freaking hard and as stupid as it is, those SUV´s are not gonna go much in the mud. While the exterior is a subjective one, the interior is where the most time is spent behind the wheel. If Jeep make statements to be on par with AUDI in the interior quality and feel, there can be no room for mistakes or lack of dedication in design refinement (Then it´s better to under promise and over deliver). And I do not mean in material only - the good solutions usually is not only about how much can be spent on expensive high quality materials, but how much can be extracted in the shapes to create emotion and conceptual consistency enhancing the things that can bear it and hide those that can not. This interior suffers from lack of an overall conceptual consistency IMO. That is somehow not in line with the price tag.
Take a lesson from the design approach of the new and also awkward looking BMW i3 - In that car there is no interior A areas, It´s nearly all B or C, but that cabin is contemporary if any. I´m not saying it´s the solution for many cars or to the like of all customers, far from it - but that is not the point - The conceptual approach towards making great interior without the all-out luxury direction is something that should be of interest to any company with a perhaps limited budget. Think it differently to make distinction and create more personality. Jeep certainly thought it differently on the outside so why go so average on the inside?.
Seriously Jeep has created an ok, but rather awkward new Cherokee - Somehow they did not go far enough and landed blandly somewhere.
If I was an advertising agency to launch this car outside the US I would ask;
What is the main POS of this car?
To that I can not find any answer...
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