Ever since I was in high school I always wanted to own a Jeep. Simply put I thought they were the coolest vehicle, and whenever I saw a commercial with one off-roading somewhere I thought it was simply awesome. I certainly bought into the brand image of Jeep, and I feel I’m most certainly fall under their target market. Especially the psychographic and behavioural segments when it comes to liking to explore and by being bold and adventurous. Needless to say, for my University graduation present from me to me, I bought myself a used jeep. A 2003 TJ sport to be exact.
A year and half (or so) later? Still loving it. I learned how to drive standard on this jeep, I’ve travelled across Eastern Canada in it, even travelled into the States as far as Chicago. One of my favourite things about it is how customizable it is. To me it’s like having four vehicles in one. I can have my hard top on, soft top on, no top, and no doors if I wanted. It’s extremely hard to explain, but the feeling of driving with the top off on a hot summer day. Gives me a sense of freedom.
Jeep has done a very successful job in developing it’s brand and creating very loyal advocates. There’s a very strong sense of community between jeep owners. My very favourite thing about owning a jeep is what happens when you pass by a fellow owner. You either give a full out wave, or raise your fingers on your steering wheel acknowledging them. You have zero clue who they are, but you are still connected because you’re a part of the jeep “family”. It gives you a sense of belonging, which is really cool. When I first started driving my jeep I certainly wasn’t expecting that. It was a welcoming surprise.
Whenever anyone asks what that’s about? It’s a jeep thing.