Immoderate Amount of Jeep Iconography - 2015 Jeep Renegade Trailhawk Long-Term Road Test

2015 Jeep Renegade Trailhawk Long-Term Road Test

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2015 Jeep Renegade Trailhawk: Immoderate Amount of Jeep Iconography

by Brent Romans, Senior Automotive Editor on November 23, 2015

2015 Jeep Renegade Trailhawk

Our 2015 Jeep Renegade Trailhawk is currently under repair after getting rear-ended. But in the meantime, I'll comment on something I've noticed: there are Jeep logos and Wrangler grille icons everywhere on this thing.

It would seem that Jeep really wants to make sure you know that you're driving a Jeep product.

Besides the Wrangler grille icon on each side of the rearview mirror housing, each red door speaker trim surround piece features a little Wrangler grille.

2015 Jeep Renegade Trailhawk

The center stack trim boldly reads "Since 1941," which Jeep uses to highlight its long-running heritage.

2015 Jeep Renegade Trailhawk

The rubber mat at the bottom of the front cubby ahead of the gear shifter is molded with a topographical map of Moab plus another Wrangler grille.

2015 Jeep Renegade Trailhawk

The liftgate's interior plastic panel has a Wrangler grille icon on it.

2015 Jeep Renegade Trailhawk

There is also a hidden Wrangler grille icon in each of the rear taillights.

2015 Jeep Renegade Trailhawk

I neglected to take a picture of it, but "Jeep" is printed at the top of each side mirror glass. And while it's not a Jeep logo in the traditional sense, the tachometer's redline has been replaced with graphical mud splotch.

There could be others.

This much branding just turns me off. It comes off as overcompensation, as if Jeep is trying to make up for the fact that the Renegade is based on a Fiat. Every time I glance across one of these logos or icons it's like the Renegade is saying, "Jeep! Jeep! Jeep! Jeep! Jeep! Hey, did you know I'm a Jeep and Jeeps are cool?"

Yeah, I get it.

The interesting thing is that the Renegade has enough positive attributes to stand on its own merit. All it needs is a subtle nod to Jeep's heritage. Keeping the hidden Wrangler grilles in the taillights and Moab map and ditching everything else would have been a much more appealing approach.

Brent Romans, Senior Automotive Editor

 

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