Jeep Exec Turns Up Heat on Land Cruiser in Australia
Trash talking is a great way to get press, so it’s clear why Jeep is taking aim at the Land Cruiser.
In what industry experts have dubbed a “stupid mistake,” the Land Cruiser has been dropped from the company’s American offerings. Instead, we’re only going to get the off-roader’s upscale cousin, the Lexus LX 600. But the Land Cruiser remains an icon around the globe, and the Australian market is a particularly important one for the legendary off-roader. So it should come as no surprise that another 4×4 force to be reckoned with — Detroit’s Jeep — is publicly challenging Toyota in the Land Down Under.
Here’s what Jeff Ellsworth, Head of Global Jeep Product Marketing, told our friends at CarsGuide about Ma Mopar’s new Grand Cherokee:
“I’m biased, but for sure (we’re better off-road),” Mr Ellsworth says. “There are different types of off-roading, and I have respect for Toyota so nothing against them, but when it comes to rock-crawling, Toyota can’t do what we can do. There’s going to be advantages to what Toyota can do elsewhere, but for rock-crawling, it’s going to be Jeep all the way.”
Given the popularity of the Land Cruiser, it’s not hard to see why Ellsworth is taking aim at it. From Frazier and Ali, to Biggie and Tupac, to Wolff and Horner, talking trash has always made for compelling content, so industry scribes — like yours truly — are sure to give you some column inches. And if you’re the underdog? It’s a great way to get some attention. The issue of course, is that this strategy can be risky. As Omar said on The Wire, if you come at the king, you best not miss.”
What I’m really curious about is where Ellsworth thinks the Jeep would be at a disadvantage — and the rest of the article doesn’t clarify that. Now, in my opinion, rock crawling is some of the hardest off-roading you can do, and a few year’s back, I had the opportunity to take a Jeep Cherokee Trailhawk over the rough stuff in Moab, Utah. It was a spectacular experience, and I was impressed with the capabilities of the rig. For the record, I’ve also driven the new Jeep Grand Cherokee 4xe, but I can’t reveal any driving impressions until later in the month.
That said, I can say that on Jeep programs, the terrain is always formidable, and there will be several points on the route where most drivers have pucker moments. And at the launch of the Lexus LX 600, I didn’t see anything that looked even remotely difficult. So I’m curious — and really hope — that Jeep will throw some gas on this fire. That way, we’re sure to get some great independent comparison videos…
Photos: Toyota, Jeep