The decision by former Chrysler design chief Trevor Creed, approved by the company’s product planners and subsequently reaffirmed by Sergio Marchionne and his team of Fiat managers, to produce two compact Jeep SUVs, the Compass and the Patriot, has always confused me. Why spend money developing two different cars based on the same platform for the same market segment? Wouldn’t it make more sense to make one good car instead of two not quite as good cars?

Of course in the corporate mind at Chrysler, the Compass and the Patriot were not really supposed to compete with each other. The Patriot was supposed to be a compact Jeep for traditional Jeep owners, with styling derived from the XJ Cherokee. The Compass was supposed to be the compact Jeep for women people who’d never consider buying a Jeep. It had rounder, softer shapes, and was the first Jeep to be sold that could not be bought in a configuration that would earn it Jeep’s coveted “Trail Rated” branding. (Read More…)