Con­grat­u­la­tions, You Be­long to a Cult

4WDrive - - Around The Industry -

Per­haps con­grat­u­la­tions are not in or­der, but ac­cord­ing to The Gath­er­ing (So­ci­ety of Cult Brands), Jeep has been rec­og­nized as a cult brand. Eight brands, and their lead­ers, were hon­oured at The Gath­er­ing in Banff, Al­berta (Feb. 21-23) for their out­stand­ing courage and un­con­ven­tional think­ing in achiev­ing en­vi­able brand en­gage­ment and reap­ing the ben­e­fits of cult-like sta­tus. Mike Man­ley, Head of Jeep Brand – FCA said, “The global Jeep com­mu­nity is like no other. There is no other au­to­mo­tive brand that is so in­stantly rec­og­niz­able and woven into the his­tory of its home na­tion yet rec­og­nized around the world, and one that is pro­tected with such a pas­sion by its own­ers, fans and fol­low­ers."

Chris Knee­land, The Gath­er­ing co-founder and Chair of the Brand Se­lec­tion Com­mit­tee said “Other au­to­mo­tive brands have been nom­i­nated over the years, but it’s so fit­ting that Jeep is the first Cult Brand Honouree. It’s an iconic brand with ve­hi­cles that stand apart from any other in the au­to­mo­tive cat­e­gory. Their mar­ket­ing, prod­uct in­no­va­tion and cus­tomer en­gage­ment are best-of-breed and rep­re­sent ex­actly how cult brands foster in­ter­nal and ex­ter­nal brand en­gage­ment.”

I guess this is good news? How­ever, I pre­fer com­mu­nity and life­style over ‘cult’, might be time to look at an­other brand of 4x4.

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