When you see the picture of a Jeep in a magazine or rumbling across your television screen, what is it doing? Have you ever seen a commercial where a Jeep is just cruising down the highway? The reason people buy a Jeep is not because they want the four wheel drive. The reason people buy a jeep is not because they “need” cargo space. The average American buys a Jeep because they see those pictures and videos of what a Jeep can do and where it can go. Where they could go!

It comes down to a simple feature versus benefit argument. A Jeep is a fully loaded SUV that has lots of …..stuff. For all that stuff, none of them is the reason they roll off car lots. They sell like hot cakes, cold cakes, or any other pasty with a cake-like name because everyone wishes they had the open road that led to a creek to cross, a mountain to climb, or a bike trail that never loses sight of the Jeep itself.

Ah what a wonderful life it looks like. The owners in the television look so happy, healthy, and free. In the end, isn’t that what we all want? Over delivery is a great and seldom found concept in today’s market. People buy a Jeep for all of the above reasons fully knowing they may, and most likely, will never experience any of them. In Newark, Jeep dealership salesmen are not sending people into the great beyond to explore and adventure their way into fantasy. I’ll do you one better, a guy selling in Newark, used Jeep products isn’t selling the consumer those things either. The kick to the whole paradigm is the consumer truly believes that is what they are buying. Works out pretty well for the salesmen, just ask them.

Yeah this baby has four wheel drive for snow, rack and pinion fancy steering with a bike rack and a bottle holder for water or milk, oh and did I mention it’ll climb a mountain and cross the Mississippi all while getting fantastic gas mileage!

SOLD!