Broad strokes, let's catch up. Fiat was here in America for 30-ish years. They left; in all honesty, we were being THE WORST, leaving passive-aggressive post-it notes on the butter container about how toast crumbs belong on toast, not in butter, acting distant and when Fiat asks us what’s wrong we say “nothing” then sigh, oh and NOT BUYING FIATS. Dick move. While they were gone, we either changed our ways or were just damaged enough to seem open to change (maybe both?), and Fiat came back.
So we’re back to cohabitating toothbrushes and a small clutch of quirky, cool cars available to Americans; those are the fruits of the rekindled relationship. You got your 500, you got your 124 Abarth (that Dave can’t fit in, grrrr…), the 500L (…blank stare…), and the topic of this week’s posts, the 500X.
So here's the thing about the American car market. The SUV space, particularly with folks that are more interested in the U than the S, we're SUPER into Jeep. Jeep culture and American culture are synonymous and inseparable. They're largely the same. Don't get us wrong, we dig Jeeps here at Apex Adjacent. We get them, and we absolutely get Jeepin' and off-roading. It's not where we'd spend our money personally, but we truly get it and respect it.
So Jeep has a huge foothold here in the States, we all know that. Jeep responds to that by making Jeeps that go up, down, and sideways from the rock-crawling use cases of old. The Jeep Cherokee, and it's Grand cousin. Jeep Gladiator. Jeep Liberty. And the Jeep Renegade.
The Jeep Renegade. If you've been looking at the hashtags and have any awareness of the overall platform, you've known we'd end up here.
Our story continues on Friday.
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