Jeep has long been synonymous with adventure, and under the leadership of Kris Cholmondeley, the brand is doubling down on its rugged roots in the UK. As the managing director of Jeep UK, Cholmondeley embodies the spirit of exploration, not just in words but in action. His enthusiasm for the great outdoors is palpable, and it’s clear that he’s on a mission to inspire others to embrace the thrill of off-roading.
Why Is Green Laning Important for Jeep Owners?
Cholmondeley’s recent initiatives include a partnership with the Green Lane Association (GLASS), aimed at promoting responsible green laning across the UK. With approximately 6,000 miles of legal unpaved byways available, this initiative encourages Jeep owners to explore these paths while respecting the environment. The goal isn’t just to drive fast down a trail; it’s about fostering a sense of adventure and freedom, all while being mindful of nature and fellow outdoor enthusiasts.
During a recent outing in the Lake District, Cholmondeley and I took a Jeep Wrangler through some of these rugged lanes. Instead of swimming in Windermere, we opted for a cable ferry, setting the stage for an exhilarating day of off-roading. The excitement was palpable as we prepared to tackle Byways Open to All Traffic (BOATs), which are unpaved roads legally accessible to motor vehicles.
What Makes the Wrangler Stand Out?
The Jeep Wrangler is designed for this kind of adventure. With its advanced four-wheel-drive capabilities, it can handle rocky terrain with ease. As we navigated through Grizedale Forest, I was struck by the Wrangler’s impressive suspension system. Even when driving over jagged rocks, the ride was remarkably smooth. Cholmondeley’s confidence in the vehicle was infectious, and I found myself feeling more adventurous with each bump we encountered.
Cholmondeley’s background is quite interesting; he didn’t grow up as a car enthusiast but rather as someone passionate about people and the outdoors. His journey into the automotive world began with a placement at Peugeot during university, and he has since climbed the ranks within Stellantis. His diverse experience in sales, marketing, and customer relations equips him with a unique perspective on how to revitalize Jeep’s presence in the UK market.
How Does Jeep Plan to Differentiate Itself?
One of Cholmondeley’s key messages is the importance of standing out in a crowded automotive market. He emphasizes the need for Jeep to “be less beige, be more Jeep.” This mantra reflects his commitment to showcasing the brand’s adventurous spirit and rich history. He’s initiated a series of “campfire tales” booklets for dealerships, highlighting Jeep’s legacy and the stories that make it unique.
As we continued our journey, the breathtaking views of the Lake District served as a reminder of why green laning is so appealing. The scenery shifted dramatically as we traversed different terrains, from rocky paths to open moorland. It’s a slow-paced activity, but that’s part of the charm. The GLASS code of conduct recommends a maximum speed of 12 mph, allowing for a more immersive experience in nature.
What Challenges Does Jeep Face in the UK Market?
Despite the excitement surrounding the brand, Jeep has faced challenges in the UK market. Sales have been inconsistent, and there’s a need to leverage the Wrangler’s strong reputation to boost other models. Cholmondeley acknowledges that the brand has struggled with a lack of new models and a tendency to grow too quickly without considering residual values. However, he believes that the upcoming lineup, including the next-gen Compass and the electric Recon, will help solidify Jeep’s position in the market.
Cholmondeley’s vision for the future includes embracing electrification in off-road vehicles. He’s particularly excited about the Recon, which aims to modernize the Wrangler’s enduring qualities while offering the benefits of electric power. The potential for instant torque and a quieter ride in nature is an enticing prospect for outdoor enthusiasts.
As our day of green laning came to an end, I couldn’t help but feel inspired. Cholmondeley’s passion for the brand and the outdoors is infectious, and his commitment to responsible exploration is commendable. Jeep’s green-lane initiative isn’t just about selling cars; it’s about encouraging people to connect with nature and enjoy the freedom that comes with off-roading.
The big takeaway? Embracing the outdoors isn’t just about the destination—it’s about the journey. Whether you’re a seasoned off-roader or a curious newcomer, there’s a world of adventure waiting just beyond the paved roads. Why not start with one green lane this week? You might just find your new favorite escape.