Jeep Wrangler “Dragon” Design Concept debuts at 2012 Beijing International Automotive Exhibition
The Jeep brand is committed to China. The design and tailoring of the vehicles are made to the specific tastes and preferences of Chinese consumers. That is the case of the new Jeep Wrangler “Dragon” Design Concept.
Jeep brand introduced the “Dragon” at the 2012 Beijing International Automotive Exhibition. The concept integrates two icons together in one: the Wrangler, as the off-road icon of the Jeep brand, and the honored Chinese dragon. Belief holds that both possess incredible capabilities, making them a perfect combination.
According to the Chinese Zodiac, this is the Year of the Dragon, which is held with high regard in Chinese culture. The dragon symbolizes strength and power and is an aspirational character normally associated with royalty and good fortune. It was these characteristics that inspired the upscale design of the Jeep Wrangler Dragon concept.
The Jeep Wrangler Dragon design concept is based on a China-market Wrangler Unlimited Rubicon painted black with a black body-color three-piece hard top. From there, the designers incorporated numerous bronze-gold details – a color associated with the dragon. These bronze-gold details can be found inside the front grille slats, headlamp surrounds and Jeep badging front and rear.
The unique 18-inch five-spoke alloy wheels are matte black with a bronze-gold high-gloss outer edge and feature 35-inch off-road tires. Other bronze-gold touches include a pad-printed engine cover, bolts for the fuel-filler door and the taillamp assembly, a Chinese dragon character side badge and wheel center caps.
The Jeep brand lineup in China currently includes the Grand Cherokee, Compass, Patriot and Wrangler – a portfolio that has been well suited to the brand’s Chinese customers. Jeep brand sales in China in 2011 increased 81 percent over the prior year, and China is the Chrysler Group’s most important market outside North America.
Last year, more Jeep vehicles were sold in China than in any other country besides the U.S. and Canada, and Jeep sales have been steadily growing in this critical market over the past five years.
