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Barn Find Grampa
Barn Find Grampa's AMC Eagle 4x4 Limited Wagon
Published: 2014/06/23
Channel: veggiepowered
Jeep Eagle - January 1994 - Ad
Jeep Eagle - January 1994 - Ad
Published: 2007/07/29
Channel: Automakr86
Jeep Off Road Adventures - Eagle Landed
Jeep Off Road Adventures - Eagle Landed
Published: 2017/03/18
Channel: likes2jeep
Jeep SJ Golden Eagle
Jeep SJ Golden Eagle
Published: 2016/11/17
Channel: Auto reviews
Jeep Off Road Adventures - Eagle Mountain
Jeep Off Road Adventures - Eagle Mountain
Published: 2012/07/26
Channel: likes2jeep
2017 Jeep Grand Cherokee Night Eagle - Exterior and Interior Walkaround - 2017 Geneva Motor Show
2017 Jeep Grand Cherokee Night Eagle - Exterior and Interior Walkaround - 2017 Geneva Motor Show
Published: 2017/04/06
Channel: SuperCarTube
Jeep Eagle - January 1993 - Ad
Jeep Eagle - January 1993 - Ad
Published: 2007/07/29
Channel: Automakr86
(2017-2018) Jeep Wrangler Unlimited Sport 4x4 Eagle Edition / TUNED
(2017-2018) Jeep Wrangler Unlimited Sport 4x4 Eagle Edition / TUNED
Published: 2017/04/18
Channel: PhotoAutoWorld
1977 jeep golden eagle pickup
1977 jeep golden eagle pickup
Published: 2013/05/08
Channel: Dale in Ak.
1978 Jeep CJ7 Golden Eagle
1978 Jeep CJ7 Golden Eagle
Published: 2016/10/07
Channel: grautogallery1
Norcal Overlanders - Eagle Lakes Camping - TRD Tacomas - Jeep CJ - Trail Edition 4runner
Norcal Overlanders - Eagle Lakes Camping - TRD Tacomas - Jeep CJ - Trail Edition 4runner
Published: 2016/10/11
Channel: Norcal Overlanders
NEW JEEP CHEROKEE NIGHT EAGLE 2017 - FIRST TEST DRIVE
NEW JEEP CHEROKEE NIGHT EAGLE 2017 - FIRST TEST DRIVE
Published: 2017/03/23
Channel: M3MotorCube
Jeep Off Road Adventures - Short Eagle Trip
Jeep Off Road Adventures - Short Eagle Trip
Published: 2013/03/15
Channel: likes2jeep
1977 Jeep J10 Golden Eagle
1977 Jeep J10 Golden Eagle
Published: 2016/11/25
Channel: wranglersnmt
CA Jeep Eagle - 89 Rollout Eagle
CA Jeep Eagle - 89 Rollout Eagle
Published: 2012/08/06
Channel: modernmediaarchives
California Jeep/Eagle Dealers - Expect the Best
California Jeep/Eagle Dealers - Expect the Best
Published: 2016/08/21
Channel: tvrepeater
2016 Custom Jeep Wrangler Sahara Walk-Around! Lots of Mods!
2016 Custom Jeep Wrangler Sahara Walk-Around! Lots of Mods!
Published: 2017/01/26
Channel: AdventureDex
1994 Jeep / Eagle Lineup commercial
1994 Jeep / Eagle Lineup commercial
Published: 2013/03/17
Channel: lugnutsoldcrap
1977 Jeep J10 Golden Eagle Exhaust
1977 Jeep J10 Golden Eagle Exhaust
Published: 2016/11/25
Channel: wranglersnmt
3207 ATL 1977 Jeep CJ5 Golden Eagle
3207 ATL 1977 Jeep CJ5 Golden Eagle
Published: 2016/06/29
Channel: Streetside Classics
Autotorino - Test Drive Jeep Renegade Night Eagle
Autotorino - Test Drive Jeep Renegade Night Eagle
Published: 2016/01/29
Channel: Gruppo Autotorino
2017 Jeep Cherokee Night Eagle II 2.2L Diesel - Exterior Interior Walkaround - 2016 Paris Motor Show
2017 Jeep Cherokee Night Eagle II 2.2L Diesel - Exterior Interior Walkaround - 2016 Paris Motor Show
Published: 2017/01/01
Channel: AutoMotoTube
1982 Jeep Cj5 Golden Eagle Tribute 304ci 4X4 4 Speed
1982 Jeep Cj5 Golden Eagle Tribute 304ci 4X4 4 Speed
Published: 2016/05/20
Channel: Cruisin Classics Auto Sales
Jeep CJ7 Golden Eagle 401
Jeep CJ7 Golden Eagle 401
Published: 2012/03/18
Channel: olejeeper1
2016 - Jeep Renegade Night Eagle - Exterior and Interior - Auto Show Brussels 2016
2016 - Jeep Renegade Night Eagle - Exterior and Interior - Auto Show Brussels 2016
Published: 2016/01/26
Channel: Automobile Classics
Jeep/Eagle commercial - 1994
Jeep/Eagle commercial - 1994
Published: 2012/10/01
Channel: GloopTrekker
Iman Omari - Jeep Eagles
Iman Omari - Jeep Eagles
Published: 2014/02/27
Channel: swishahouse68
1977 Jeep CJ5 Golden Eagle California Edition in Tucson, AZ
1977 Jeep CJ5 Golden Eagle California Edition in Tucson, AZ
Published: 2013/02/05
Channel: GoTraderNet
1979 Jeep Cherokee Golden Eagle
1979 Jeep Cherokee Golden Eagle
Published: 2016/04/20
Channel: David Domenichini
2016 Jeep Cherokee Longitude Night Eagle 2.2L MultiJet 4WD @ Autosalon Sindelfingen
2016 Jeep Cherokee Longitude Night Eagle 2.2L MultiJet 4WD @ Autosalon Sindelfingen
Published: 2016/02/02
Channel: all4motion
3047 CHA 1980 Jeep CJ 7 Golden Eagle
3047 CHA 1980 Jeep CJ 7 Golden Eagle
Published: 2016/04/05
Channel: Streetside Classics
1989 Jeep-Eagle Commercial (0% Financing)
1989 Jeep-Eagle Commercial (0% Financing)
Published: 2014/03/05
Channel: HamptonRoadsTVFan
1988 Jeep Eagle welcome with Lee Iacocca
1988 Jeep Eagle welcome with Lee Iacocca
Published: 2012/10/19
Channel: Rob Lamz
2006 Jeep Wrangler GOLDEN EAGLE 4.0L 6-SPEED 4X4 SOLD!!!
2006 Jeep Wrangler GOLDEN EAGLE 4.0L 6-SPEED 4X4 SOLD!!!
Published: 2013/06/18
Channel: JohnsTrucks4Sale
1979 Jeep cj7 Golden Eagle
1979 Jeep cj7 Golden Eagle
Published: 2013/07/31
Channel: Gasman colorado
1979 Jeep CJ7 Golden Eagle... dal
1979 Jeep CJ7 Golden Eagle... dal '79 bella come allora!
Published: 2016/11/14
Channel: VALLI store
Eagle Eyes LED headlights on WK2 Jeep Grand Cherokee 2014 2015 Revotec
Eagle Eyes LED headlights on WK2 Jeep Grand Cherokee 2014 2015 Revotec
Published: 2015/08/22
Channel: Niko
My new Jeep Renegade Night Eagle 140PK. Walk around.
My new Jeep Renegade Night Eagle 140PK. Walk around.
Published: 2016/08/20
Channel: nxtgenKilla
MilSim Operation: Eagle Strike - Ep. 3: Jeep Crew
MilSim Operation: Eagle Strike - Ep. 3: Jeep Crew
Published: 2015/06/27
Channel: RWMilSimGC
Jeep CJ 5 golden eagle 1979 Full Restored
Jeep CJ 5 golden eagle 1979 Full Restored
Published: 2012/06/09
Channel: Jose luis Rodriguez Aguilar
ROLL - OUT 1978 JEEP CJ7 GOLDEN EAGLE
ROLL - OUT 1978 JEEP CJ7 GOLDEN EAGLE
Published: 2014/05/24
Channel: Ferdinand w.
1980 Jeep CJ5 Golden Eagle V8
1980 Jeep CJ5 Golden Eagle V8
Published: 2016/08/02
Channel: Coast Classics
New Jeep Cherokee Night Eagle 2017 Hit Ford Edge Check Details
New Jeep Cherokee Night Eagle 2017 Hit Ford Edge Check Details
Published: 2017/04/21
Channel: Moter World
Jersey Jeeps
Jersey Jeeps' J300 Dually and J10 Golden Eagle Jeep Trucks
Published: 2015/10/16
Channel: JeepTruck.com
Ancira Jeep Eagle Pass - Jeep Renegade
Ancira Jeep Eagle Pass - Jeep Renegade
Published: 2016/04/25
Channel: Ancira Eagle Pass Ford Chrysler Dodge Jeep Ram
Saran Wrap + Eagle Rock Jeep Wrangler JK off road 4x4 Colorado adventure
Saran Wrap + Eagle Rock Jeep Wrangler JK off road 4x4 Colorado adventure
Published: 2014/12/14
Channel: FL RUBI
Jeep Eagle Commercial Ad 1988
Jeep Eagle Commercial Ad 1988
Published: 2013/02/09
Channel: mrgiosb123
CA Jeep Eagle - 89 Rollout Jeep
CA Jeep Eagle - 89 Rollout Jeep
Published: 2012/08/06
Channel: modernmediaarchives
1993 Jeep Eagle Clearance Sale TV Commercial
1993 Jeep Eagle Clearance Sale TV Commercial
Published: 2007/12/01
Channel: OsbornTramain
Jeep Cherokee Golden Eagle on the strip
Jeep Cherokee Golden Eagle on the strip
Published: 2013/04/29
Channel: sportsidejeepdan
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WIKIPEDIA ARTICLE

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The Jeep-Eagle Division logo of the Chrysler Corporation

Jeep-Eagle was the name of the automobile sales division created by the Chrysler Corporation after the US$2 billion takeover of American Motors Corporation (AMC) in 1987. The division marketed a variety of vehicles until 1997.

History[edit]

The Jeep-Eagle Division consisted mostly of what was left of American Motors after its acquisition by Chrysler.[1] The first group vice president was Joseph Cappy, who previously held the post of AMC president and chief executive officer.[2][3]

The new organization was responsible for continuing the promotion, sales, and product engineering for Jeep and the remaining AMC vehicles, most notably the AMC Eagle. It was a method to absorb nearly 1,200 American Motors dealers into Chrysler's distribution system and have them "meet stronger quality standards".[4] The new division gave Chrysler three dealer organizations because state franchise laws prevented Chrysler from merging the AMC dealer network into its existing Chrysler-Plymouth or Dodge franchise systems, as well as preventing the sale of existing Chrysler products through AMC dealers.[5]

Upon completion of the merger, Chrysler rebranded the Renault Medallion under the Eagle marque and discontinued the Renault Alliance, Encore, and GTA models. AMC's dealers continued to market and service the popular Jeep light-truck brand. They also were responsible for selling the new Eagle Premier, which Renault and AMC had been working on since 1982 and were originally planning on releasing in 1987 before the merger.

The newly established Jeep-Eagle Division business strategy was to increase Jeep production and focus more money on marketing.[6] The new "Eagle marketing umbrella" also marketed versions of vehicles produced by Diamond-Star Motors.[7]

Chrysler hoped to make Jeep-Eagle their "specialty division," selling products distinctly different from the K-car-based products. The Eagle passenger cars were supposed to try and capture import buyers.[8] However, they evolved from the innovative, full-sized Premier and the imported mid-sized Medallion into a hodgepodge of cars developed between Chrysler and Mitsubishi. Eventually, many Eagle-branded automobiles were duplicated at Dodge and Chrysler-Plymouth dealerships. Chrysler made a good-faith effort to give the Eagle brand an identity by offering an all wheel drive (AWD) Eagle Talon, basically a badge engineered Mitsubishi Eclipse AWD, however sales were hindered by marketing missteps.[9]

The Jeep half of the division, however, remained the better-known and more popular brand. Chrysler latched on to the Jeep heritage and advertisements featured Lee Iacocca assured that after Chrysler took over AMC, that "we won't fool around with an American institution. Jeep will stay Jeep. That's a promise."[10] Many of the long-established AMC/Jeep dealers considered the new Eagle line of passenger cars to be less profitable than their Jeep business. American Motors had phased out domestic-built rear-wheel-drive passenger cars after 1983 and their captive front-wheel-drive imports did not achieve sales successes. Thus, AMC/Jeep dealer sales and service expertise was focused on the four-wheel drive Jeeps and AMC's Eagle AWD models.

The objective of the Eagle Division was to target consumers that “are young, independent-minded, educated and affluent-baby boomers and their younger brothers and sisters, Generation X."[11] However, Eagle customers purchased similar Dodge, Plymouth, or Chrysler vehicles; thus, according to the automaker, the decline in Eagle models no longer justified the investment required to maintaining the brand.[12]Although Chrysler had planned to redesign the Eagle Vision for 1999, production continued only into September 1997. The model was later marketed as the Chrysler 300M as the decision to drop the Eagle brand was already made.

Jeep became a stand-alone division when the Eagle brand was retired shortly after Chrysler's merger with Daimler-Benz in 1998, and efforts were made to merge the Chrysler and Jeep brands as one sales unit.[13] Dealers with only the Chrysler franchise did not have a sport utility vehicle (SUV) to sell. Incorporating the Jeep line allowed them to compete in this popular market segment. While adding Jeep vehicles to Chrysler cars helped individual dealerships, it also eliminated the need to continue the Eagle brand.

References[edit]

  1. ^ Houlusha, John (9 December 1987). "Jeep Dealers Will Sell New Chrysler Eagle Car". The New York Times. Retrieved 16 December 2013. 
  2. ^ Moskal, Brian S. (1 February 1988). "Getting a foot in: how Joe Cappy will do it at Jeep-Eagle". Industry Week. Retrieved 16 December 2013. 
  3. ^ Sawyers, Arlena (20 October 2003). "Joe Cappy's 15 minutes (OK, 18 months) of fame". Automotive News. Retrieved 16 December 2013. 
  4. ^ Brown, Warren (19 October 1987). "Chrysler Pact Proposal Drives Area Dealerships to Protest; Jeep-Eagle Sellers Say Plan Takes Away Their Rights". The Washington Post. Retrieved 16 December 2013. 
  5. ^ Risen, James (6 August 1987). "AMC, Last of Its Kind, Fades Into Auto History". The Los Angeles Times. Retrieved 16 December 2013. 
  6. ^ "Commercial Milestone - Jeep". Automobile Quarterly. 39 (3): 66. October 1999. 
  7. ^ Dunne, Jim (January 1989). "Inside Detroit". Popular Mechanics. 166 (1): 33. Retrieved 16 December 2013. 
  8. ^ Minick, Dan. "A Brief History of Eagle". allpar.com. Retrieved 16 December 2013. 
  9. ^ "Why Chrysler’s Eagle isn't soaring". Business Week: 40. 1988. Retrieved 16 December 2013. 
  10. ^ Statham, Steve (2002). Jeep Color History. MotorBooks/MBI Publishing. p. 119. ISBN 978-0-7603-0636-9. Retrieved 16 December 2013. 
  11. ^ John, Sandy Amann (10 November 1994). "Chrysler Plays Host to the Young with Energetic Eagle Marketing Plan". The Journal Record. Questia. Retrieved 16 December 2013. 
  12. ^ Fitzgerald, Jacqueline (30 September 1997). "Chrysler Discontinues Eagle Brand". The Chicago Tribune. Retrieved 16 December 2013. 
  13. ^ Brown, Harold (1995). "Franchise Dilemmas for Automobile Dealers". Oklahoma City University Law Review. 20. 

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