CAR / FEATURES

September 7, 2015

Jeep's Future-Forward Challenge | Jeep

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future

When one thinks of the Jeep Cherokee, particularly the second-generation model that debuted in 1984 and is widely known by its "XJ" chassis code, the image that comes to mind for most is its boxy design. The square, solid form is undeniably the quintessential "Jeep" aesthetic. However, the current, fifth-generation model marks a departure from that "Jeep-like" design, taking on an avant-garde challenge with a look unlike any other. We directly question the designer about the secrets behind the dramatically changed Cherokee.

Text by SAKURAI KenichiPhotographs by TSUKAHARA Takaaki

A Fusion of Wild and Mild

The Jeep Cherokee, a pioneer of the SUV boom, retains details that make it unmistakably Jeep, such as the traditional seven-slot grille and the trapezoidal motif of the front and rear fenders. Yet, its rounded, almost streamlined form undeniably presents a different impression to the viewer compared to its predecessors.

The exterior design, which subverts preconceived notions of what a "Jeep" should be, is full of highlights. The A-pillars are laid back like those of a passenger car, the front grille is integrated with the hood, the uppermost lights are LED clearance lamps, the smoked-lens headlights are positioned above the bumper, and the fog lamps are embedded in the bumper below them – it's all remarkably striking.

Second-generation Jeep Cherokee (XJ)

Jeep Chief Designer Mark Allen

The front face, particularly the lighting elements, is so distinctive that it might even resemble a bird of prey. Was there a specific motif used in its design?

"I'm often asked this, but no, we didn't work with any specific animal or bird as a motif for the new Cherokee's design. Jeep offers the Wrangler, with its orthodox, iconic Jeep performance and design, and the Grand Cherokee, highly regarded as a premium model.

When developing the new generation of Cherokee, we incorporated the well-known, square design of the Wrangler and the urban, modern evolution seen in the Grand Cherokee. This can be described as a fusion of wild and mild.

We've divided the design approach between the upper and lower sections, separated by the bumper, rather than front and rear. The lower body emphasizes the trapezoidal wheel arches for a tough image, while the upper body aims for a sophisticated smoothness and a dynamic design that looks ready to sprint forward."

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future (2)

A New Challenge

If the Wrangler is the origin of Jeep, isn't the Cherokee perhaps too much of a challenge?

"You are correct; the Wrangler is the origin of Jeep, its very history. To use an analogy from another manufacturer, it's akin to the Porsche 911. It continuously evolves, but it must be instantly recognizable as a Jeep and a Wrangler, and that's what is expected of this model.

Alfa Romeo Giulietta

However, the Cherokee has always been a model at the forefront of SUV trends. Today, SUVs are also expected to be efficient and environmentally friendly. These are different performance demands compared to past truck-based models that prioritized off-road capability, toughness, and practicality.

Of course, as a Jeep, off-road capability and functionality cannot be compromised. Please understand this as the addition of modern performance demands to these fundamental qualities.

Therefore, our choice was a new challenge: to use a passenger car platform. This represents a significant advancement in terms of aerodynamic performance and sustainability."

As evidenced by the inclusion of FF models in the lineup, the new Cherokee's platform is shared with the FF "Compact US Wide platform" sold in the U.S. as the Dodge Dart. As previously reported, tracing the roots of this platform leads back to the Alfa Romeo Giulietta.

The Cherokee exists within this new direction born from the management integration with Fiat. What are the thoughts and reactions of users in the main market, North America, towards this base and the design it has produced?

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future (3)

Adapting to Lifestyles

"In North America, where sales began at the end of 2013, market reactions are split roughly in half: some positively embrace the new design, while others react negatively to the new challenge. However, these reactions are within our expectations, and we anticipate that initial negative opinions will subside over time.

While moving closer to the urban-oriented Grand Cherokee, we've strived to balance modern design with functional elements in the Cherokee. We expect users to make rational judgments once they see that Jeep's characteristic performance is achieved, even with a shared platform with passenger cars.

What is used is less important than the performance capabilities it offers for various terrains, and the Jeep brand's primary mission is to guarantee these capabilities at a high level."

What elements are expressed in the new Cherokee's design?

"What we've expressed with the new Cherokee is diversity. We've embodied the idea of being able to accommodate various lifestyles that are expected and demanded of the Jeep brand.

Lifestyle means, for example, being able to use the Cherokee without any restrictions when enjoying outdoor activities or sports in real-world settings. Driving in the city for commuting or shopping is one aspect, but it also means being able to go to and enjoy places that other cars couldn't previously access."

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future (4)

Jeep's DNA

Indeed, the new Cherokee looks picture-perfect whether placed in the heart of the city, driven along a riverbed or by the sea, or parked at a pristine white ski slope. It possesses the performance to handle highways and winding roads with the demeanor of a sports car, yet can also navigate campsites and off-road terrain that might deter others.

"Whether or not owners actually venture into such off-road conditions is, of course, up to them, but it is essential for Jeep's mission to possess the capability to approach such places and the ruggedness to overcome extreme situations.

This is necessary even if it's not explicitly requested by the user. Not everyone who drives a Jeep will necessarily traverse a jungle, nor might they need to climb steep, treacherous off-road slopes that are difficult to ascend on foot.

However, the crucial point is possessing the ability to go anywhere and drive anywhere. That is the essence of a Jeep and its tradition. Even with a significantly evolved visual identity, the Cherokee is a new model that embodies this very Jeep DNA."

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Jeep's Future-Forward Challenge | Jeep

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future

A Fusion of Wild and Mild

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future (2)

A New Challenge

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future (3)

Adapting to Lifestyles

Jeep Cherokee

An Interview with Jeep Chief Designer Mark Allen

Jeep's Challenge for the Future (4)

Jeep's DNA

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