Let’s get the monkey off our backs. The Jeep Cherokee 2.4L Trailhawk you see here costs RM378,889, an Audi Q5 2.0 TSFI is RM324,900, while a BMW X3 xDrive20i sets you back RM325,800. So even before a wheel is turned, the Jeep Cherokee is already facing a steep and difficult climb, and it has just started raining.
Going global is about understanding local
Ford aside, which is as global-centric an American car company can get, it was always going to be a monumental task for any other American brand relying solely on non-ASEAN CBUs to compete in this country. Then there is the “proudly-made-in-America” mindset, where winners of national sports competitions are proclaimed “world champions”. So it’s hard to blame Jeep – a name synonymous with the off-road vehicle that carried GI commanders to WW2 victory – for believing that they are able to command the same kind of premium European marques such Land Rover can.
So Jeep has had a rough start to life in Malaysia, but even after slashing a substantial RM50,000 off its sticker price (the current promotion), the Cherokee merely moves from being “really ambitious” to “still too expensive”. It’s a shame because from a product standpoint, the best-selling Jeep model in America isn’t that far off the mark. For one, the Cherokee doesn’t look like anything else on the road with its take-it-or-leave-it styling; its pointy, seven-slot grille and slitty headlamps might not be to everyone’s taste, but if you want to start a debate with your mates, just point to the Cherokee’s face.
The real deal off-roader
In Trailhawk trim, with its unique bumpers (to facilitate better approach and departure angles), fender mouldings, matte decals, dark roof rails and those red tow hooks (authentic load bearing ones), the Cherokee actually looks both rugged and cool at the same time. Mind you, the cosmetics aren’t there for show as they are backed up by some serious 4×4 mechanicals underneath, namely the Active Drive Lock full-time 4WD system that’s equipped with a low-range transfer case (so that it can go rock or jungle “crawling”) and a locking rear differential, aided by an additional inch of ground clearance and a myriad of electronic assistance in the form of descent/accent controls and terrain programming.
We are talking Range Rover-level of 4WD sophistication here, and if the rock-crawling videos below are anything to go by, the “Trail Rated” badge worn on the Cherokee’s fender is certainly no marketing gimmick. But what if you’re someone who never quite venture beyond the odd construction site, the burning question then becomes whether the Cherokee is as competent on, as it is off the tarmac.
Not quite the bull in a china shop
On most fronts, the Cherokee is but there are a couple of qualifications. One of them being its kerb weight of 1.8-tonne, a consequence of all that 4WD hardware. A lot then is asked of the 174hp/229Nm 2.4L four-cylinder which doesn’t quite have the necessary grunt to move the Cherokee with any sense of urgency, though the 9-speed ZF automatic does a sterling job in helping to mask the engine’s lack of torque. Just prepare to be pipped by just about everything when the traffic lights turn green.
Yet, despite its apparent off-road pedigree, the Cherokee showed somefine manners when driven within city confines. It felt no harder to manoeuvre than a CR-V. Noise suppression is impressive too, along with a supple ride that went well with the airy cabin and cushy leather seats. And just to remind everyone that this isn’t Grandpa’s Jeep, large digital displays are the order of the day, including a 7-inch LCD embedded within the meter cluster showing just about everything except a McDonald’s menu.
Repositioning expectations
If ever there is a silver lining to the recent plunge of Asian currencies against the US dollar, it would be a reassessment of the pricing strategy for low volume car markets such as Malaysia. Sometimes, the stumbling block isn’t entirely product related, and given that the Cherokee is priced some 20% to 30% lower than the aforementioned Audi Q5 and BMW X3 in America (not the other way round), surely there’s some room for manufacturers such as Jeep to reposition their expectations with a view of playing the long game in a market where SUVs and crossovers are beginning to gain traction. Here’s hoping anyway.
Jeep Cherokee Trailhawk 4×4
Price RM378,889 (incl. GST, w/o insurance)
Engine 2.4-litre, 4-cylinder petrol, 4WD
Output 174hp, 229Nm
Transmission 9-speed automatic w/ manual mode
Performance 0-100km/h in 12.0 sec (est.), top speed 180km/h (est.)
Wheels/tyres 17in alloys, 245/65 R17
Safety 7 airbags, Electronic Stability Control