With a history stretching back over 65 years the Jeep brand and its 4x4 vehicles has iconic status.

But driven by rising fuel prices, the need for lower CO2 emissions and a slowdown in most of the US and European economies manufacturers, including Jeep, are having to change their ways to survive by introducing cheaper, lightweight, fuel efficient and smaller models. New engine power technologies whether it be hybrids of fuel-cell are all on the agenda.

All this takes time but times are currently tough in the automotive trade so in the words of a fairly old song, ‘when the going gets tough – the tough get going’.      Very apt for the Jeep brand, always a producer of tough, purposeful boldly styled vehicles.
True 4x4 vehicles are seemingly not flavour of the year, but real sales figures, not pundits’ speculation, prove demand is still high.

Financially well off people who want a large and powerful 4x4 can still afford to buy and run one and the mid-sized SUV 4x4 market is still alive and well as more models are introduced in response to customer demands.

So drive forward the new Jeep Cherokee, a mid-sized 4x4 with loads of high specification at a reasonable price and true to its roots still styled in the boxy, upright stance iconic Jeep fashion. 

With the exception of the rounded and more aerodynamically designed Grand Cherokee, all Jeep models are all-American, brash, in-your face, tough looking 4x4s.

There is no compromise to demands for soft off-roaders from Jeep – they are what they are and for many enthusiasts, people who need a rugged 4x4 for work or play, the Jeep brand fits the bill.

The 2008 Jeep Cherokee is now only available with a diesel engine, a 2.8-litre unit and a choice of manual and automatic gearbox. It is available in only one equipment level – Limited, and prices are £24,595 for the manual version and £25,595 for the auto. This model is expected to account for around 85 per cent of the 500 sales predicted for the remainder of this year.

The all-new Cherokee has a new suspension and steering system which makes the Cherokee more refined on the road but it still lack the poise, control and finesse of European, Japanese and even Korean 4x4s. 

There is no doubting its off-road and 2,800kg towing capabilities but in the handling and ride control departments the steering is too light and vague and the suspension spongy.

On the inside, the Cherokee moves more upmarket with a leather interior, heated front memory seats, climate control, electric windows and cruise control all as standard and the finish and build quality looks to have improved.

“Current Cherokee owners won’t recognise the interior of the new car – cargo and storage space have both increased and seat comfort has significantly improved while the leather treatments to seats, handbrake and gear shifter, grab handles, door panels and centre console create a luxurious and refined feel” say Jeep.

All true and I rather suspect current owners of Grand Cherokees might find down-sizing to the slightly smaller Cherokee worth considering.
For fresh air enthusiasts the new Cherokee has a £950 Sky Slider full-open canvas roof option. Two and a half times the size of a regular sunroof, this powered roof can be operated while driving at speeds up to 85mph and it takes 18 seconds to fully open or close. Jeep hasn’t forgotten about the Cherokee’s legendary four-wheel drive ability.

The new Selec-Trac all-wheel-drive system with 2WD, 4WD Auto and 4WD Low settings is now standard across the range.   Just by using a simple switch any of these settings can be accessed easily - a delight to use.

Models with an automatic gearbox also feature the new Hill Descent Control system which offers even more downhill control in low-traction conditions, again easy to use and very safe in use.

Off-road is where the Jeep Cherokee impresses most, it is an extremely capable vehicle as I found this week driving off-road and fording rock strewn rivers in Wales and some media people were seen towing a caravan over a stiff off-road course just to prove the Cherokee’s impressive towing credentials.

The interior has more space and more specification. I just wish the on-road driving performance and handling was up to the higher standards set by its competitors such as the Land Rover Freelander, BMW X3 and Nissan X-Trail plus of course the softer off-roaders such as the Honda CR-V, Mitsubishi Outlander, VW Tiguan and Toyota RAV-4.