Chrysler's Badge Confusion

Libertyjet
Last week as we perused dozens of new-car models at the 2011 Detroit auto show, we noticed something a bit odd on a vehicle we shouldn’t have taken a second look at. On a Jeep Liberty SUV was a unique badge to signify its trim level, Jet.

Last year, Chrysler somewhat infamously changed the naming structure of its trim levels across the Chrysler, Dodge and Jeep brands from typical ones like SXT and RT to fanciful “Detonator” and “Shock.” But was it really going to put those names on the cars’ bumpers?

In some cases, yes.




That was definitely the case with the Jeep Liberty Jet and the Jeep Patriot Latitude. The Jeep Grand Cherokee Overland Summit also gets its own badge. But others, like the Dodge Nitro, get no exterior adornment. In fact, the Nitro is the only 2011 Dodge vehicle not to get a new grille that deletes the Ram’s head logo. Clearly, someone favors the Liberty — a nearly identical vehicle — to the Nitro if it gets a badge all its own.

One vehicle that received a significant redesign actually lost some badging along with it. The 2011 Jeep Compass used to have the Compass name imprinted into the rear bumper in large letters. That’s gone, but the company didn’t add a smaller chrome badge to the back. Instead, it let one on the front doors do the talking.

We couldn’t find trim designations on the Chrysler 200 or 300 sedans, either, while Dodge SUVs of the Crew trim variety — like the Journey and Durango, as well as the Grand Caravan minivan — sported a traditional badge.

Then there are the special editions. All Jeep models are getting 70th anniversary trim levels, which add a small decal. That’s nothing new. But then there’s the Laramie Longhorn edition Ram 1500 and the Jeep Wrangler Call of Duty Black Ops special edition. That gets just a sticker, though.

And if you think this treatment is just for special occasions, it’s not. Check out this section of the Jeep Wrangler Unlimited Sahara right in front of the driver’s door. It also happens to be Trail Rated.

By David Thomas | January 18, 2011 | Comments (11)
Tags: Chrysler, Dodge, Jeep

Comments 

Mark

It's only befitting that Chrysler has the worst trim level names to go along with the industries worst cars. Chevy could also clean-up their trim level names as LS, LT and LTZ mostly make sense except for the LT1, LT2, and LT3 parts.

JR

maybe chrysler is following the mantra "confuse and conquer"? the patriot latitude sounds like the computer dell latitude. hey, maybe it comes with a free computer.... hehehe

Now a big fan of the trim level being on the vehicle. why not just give a pamphlet on the trim type in stead of marking up the vehicle. I don't mind an emblem here and there like the limited sign in chrome.

Not a big fan of the trim types being displayed on the vehicles.

Scott

I agree confuse and concur.
Change every six months then you don't have to close out anything. The old name is gone before the end of model year and replaced with next years name. Only have rebates on last years model with last years names.

Rich

Good comment, Mark. Dumb marries Ugly and spawns Cheap, in this case.

Paul

Should be base,SE,and LE.Like Chrysler used for years.All this modern techno talk "detonator","latitude" crap is supposed to be "hip" for todays young buyers.Sure isnt going to attract 40-60 year olds.
Geez,they could have even tried a "Dixie" Wrangler,and a "General Lee" Charger model to appeal to the older generation.....certainly would have made more sense.

Troy S.

Will they be releasing Taxpayer Green, Booze Brown or Pot Purple badges?

Jean

Test drove Jeep Latitude with Latitude in large lettering above Liberty name. But when I paid for the vehicle, I live in Dover, NJ, I noticed the mileage was only 7 not the 68 that was on the car after I had Test driven it. Then day when I paid Bank Check in full, and sat in it, first thing I noticed was the mileage 7. Thats when the Sales guy bascially had to admit to me that he had sold Me another vehicle like it. I was a bit angry/upset as that info should have been told to me prior to purchase. Anyway, I notice the one I bought, has a Latitude Badge instead. And I'm wondering if anyone knows which vehicle was built first. Thanks.

Jean

Should be base,SE,and LE.Like Chrysler used for years.All this modern techno talk "detonator","latitude" crap is supposed to be "hip" for todays young buyers.Sure isnt going to attract 40-60 year olds.
Geez,they could have even tried a "Dixie" Wrangler,and a "General Lee" Charger model to appeal to the older generation.....certainly would have made more sense.

Jean

My Post above was a Quote of a former Poster - but for some reason, my response was separated...Excuse Me, but I beg to differ as I was 61 and loved the 'Latitude' Badge. But you may be right, since I'm still 61 and still Love the Trim Level displayed on the exterior of a vehicle. And I don't fall into your Age Category anyway. HaHa

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