{"id":63201,"date":"2025-05-10T04:18:07","date_gmt":"2025-05-10T08:18:07","guid":{"rendered":"https:\/\/www.globalvillagespace.com\/tech\/explore-the-great-outdoors-jeeps-green-laning-adventure-in-the-lake-district\/"},"modified":"2025-05-10T04:18:07","modified_gmt":"2025-05-10T08:18:07","slug":"explore-the-great-outdoors-jeeps-green-laning-adventure-in-the-lake-district","status":"publish","type":"post","link":"https:\/\/www.globalvillagespace.com\/tech\/explore-the-great-outdoors-jeeps-green-laning-adventure-in-the-lake-district\/","title":{"rendered":"Explore the Great Outdoors: Jeep’s Green-Laning Adventure in the Lake District"},"content":{"rendered":"

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\u2019s clear that he\u2019s on a mission to inspire others to embrace the thrill of off-roading.<\/p>\n

Why Is Green Laning Important for Jeep Owners?<\/p>\n

Cholmondeley\u2019s 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\u2019t just to drive fast down a trail; it\u2019s about fostering a sense of adventure and freedom, all while being mindful of nature and fellow outdoor enthusiasts.<\/p>\n

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. <\/p>\n

What Makes the Wrangler Stand Out?<\/p>\n

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\u2019s impressive suspension system. Even when driving over jagged rocks, the ride was remarkably smooth. Cholmondeley\u2019s confidence in the vehicle was infectious, and I found myself feeling more adventurous with each bump we encountered.<\/p>\n

Cholmondeley\u2019s background is quite interesting; he didn\u2019t 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\u2019s presence in the UK market.<\/p>\n

How Does Jeep Plan to Differentiate Itself?<\/p>\n

One of Cholmondeley\u2019s key messages is the importance of standing out in a crowded automotive market. He emphasizes the need for Jeep to \u201cbe less beige, be more Jeep.\u201d This mantra reflects his commitment to showcasing the brand\u2019s adventurous spirit and rich history. He\u2019s initiated a series of \u201ccampfire tales\u201d booklets for dealerships, highlighting Jeep\u2019s legacy and the stories that make it unique.<\/p>\n

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\u2019s a slow-paced activity, but that\u2019s part of the charm. The GLASS code of conduct recommends a maximum speed of 12 mph, allowing for a more immersive experience in nature.<\/p>\n

What Challenges Does Jeep Face in the UK Market?<\/p>\n

Despite the excitement surrounding the brand, Jeep has faced challenges in the UK market. Sales have been inconsistent, and there\u2019s a need to leverage the Wrangler\u2019s 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\u2019s position in the market.<\/p>\n

Cholmondeley\u2019s vision for the future includes embracing electrification in off-road vehicles. He\u2019s particularly excited about the Recon, which aims to modernize the Wrangler\u2019s 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.<\/p>\n

As our day of green laning came to an end, I couldn\u2019t help but feel inspired. Cholmondeley\u2019s passion for the brand and the outdoors is infectious, and his commitment to responsible exploration is commendable. Jeep\u2019s green-lane initiative isn\u2019t just about selling cars; it\u2019s about encouraging people to connect with nature and enjoy the freedom that comes with off-roading.<\/p>\n

The big takeaway? Embracing the outdoors isn\u2019t just about the destination\u2014it\u2019s about the journey. Whether you\u2019re a seasoned off-roader or a curious newcomer, there\u2019s 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

\"Jeep<\/a><\/p>\n

\n 4×4 Wrangler makes light work of rocky lanes in the Lake District<\/p><\/blockquote>\n

Jeep has a reputation for treading its own, unique path \u2013 and its UK boss is keen to leverage that more<\/p>\n

\n
\n

Kris Cholmondeley has packed his wetsuit and says he\u2019s happy to take a dip in Windermere if we\u2019d like some photos of that. Clearly, the boss of Jeep UK<\/a> is up for demonstrating an on-brand adventurous lifestyle \u2013 and it\u2019s not just for show.<\/p>\n

He\u2019s a keen runner and has tackled events\u00a0such as the Celtman!, an \u2018extreme triathlon\u2019 so brutal you\u2019ll need a lie-down after simply reading the course profile. \u201cI\u2019ve always been an outdoor type and I\u2019m really focused on mental health,\u201d\u00a0he says. \u201cGetting outdoors into the countryside has multiple benefits. It\u2019s good for the body,\u00a0good for the mind.\u201d<\/p>\n

For this Lake District outing, though, the wetsuit can stay packed away. Our day does\u00a0start by crossing Windermere, but instead\u00a0of swimming we take the cable ferry that\u00a0forms part of the B5285. On board is a small convoy of Jeep Wranglers<\/a>, including Cholmondeley\u2019s own company car.<\/p>\n

Since being named Jeep\u2019s UK managing director in late 2023, Cholmondeley has introduced a number of initiatives to help the brand reinforce its go-anywhere, off-road<\/a> roots.<\/p>\n

These include partnering the Green Lane Association (GLASS) to encourage Jeep owners to responsibly take to the UK\u2019s 6000 or so miles of legal unpaved byways. As part of that, Jeep dealers will help direct buyers to accessible green lanes nearby.<\/p>\n

In case you\u2019re concerned, especially as motorised vehicles aren\u2019t always a popular\u00a0sight on byways, he insists the scheme will be done \u201crespectfully\u201d. He adds: \u201cIt\u2019s not about going and rinsing the car at 30mph down a\u00a0trail. It\u2019s about adventure and freedom,\u00a0and respecting all forms of it.\u201d<\/p>\n

\"\"<\/p>\n

Cholmondeley first outlined this concept to me last year, but sat in a windowless meeting room above the multi-brand Stellantis & You Bristol dealership located next to the M5 motorway, it was hard to make the concept feel real.<\/p>\n

So I joked that he should show his commitment to the idea and take me green-laning. And, well, a few months later, as the cable ferry docks in Far Sawrey, Cholmondeley passes me the keys to his Wrangler<\/a> and jumps into the passenger seat.<\/p>\n

The focus for today is on a different type of BOAT: we\u2019ll be taking to Byways Open to All Traffic, unpaved roads that remain open and legal for motorised vehicles to use. The need to understand the various different types of byway can be a factor in making green-laning feel a little impenetrable to newcomers. It\u2019s one ofthe problems Jeep is out to solve.<\/p>\n

We\u2019re being led by professional 4×4 expedition leader Russell Dykes. That\u2019s partly because he\u2019ll save us from having to scour OS maps to find the lanes but also because the green lanes we\u2019ll be tackling today are a little bumpier than some.<\/p>\n

Many byways can be traversed by any vehicle with four-wheel-drive capability; some of the paths we\u2019ll be taking today will showcase the Wrangler\u2019s remarkable off-road abilities.<\/p>\n

As we turn off the paved road onto The Fox,\u00a0a byway that leads up through Grizedale Forest, Dykes comes on the radio with instructions to switch into four-wheel-drive low mode, enable the diff locks and detach the sway bar of our Rubicon-spec cars.<\/p>\n

That feels quite extreme for a byway, but the path ahead is essentially a stone trail, with some fairly large jagged rocks sticking up. Dykes says the biggest risk is sidewall damage to the chunky 32in tyres and the best way to avoid that in a\u00a0car with the Wrangler\u2019s capability is to drive\u00a0over big rocks, rather than go round them.\u00a0<\/p>\n

\"\"<\/p>\n

Of course, he isn\u2019t driving a car belonging to the boss of Jeep UK, who is rather hoping to drive it home undamaged later. \u201cDon\u2019t worry: you won\u2019t damage it,\u201d shrugs Cholmondeley, with enviable confidence in his product but perhaps excess confidence in my ability. Still, the Wrangler\u2019s four skid plates and side rails should help.<\/p>\n

Cholmondeley is an unlikely figure to be running Jeep UK. He openly admits he didn\u2019t grow up a massive car fan, for one thing. \u201cI\u2019m passionate about people,\u201d he says. \u201cThe reason I\u2019m in this industry is because it\u2019s been good to me and I can make a big impact on the quality\u00a0of a lot of people\u2019s lives.\u201d<\/p>\n

He arrived in the car world almost by\u00a0accident, doing a placement year with Peugeot while studying marketing at university. \u201cAfter I graduated, they invited me back,\u201d he says. \u201cWell, I\u2019m a lazy 20-year-old and I\u2019ve done\u00a0a job I quite like, so of course I go back.\u201d<\/p>\n

In the two decades or so since then, he\u2019s worked his way through a variety of roles within PSA\/Stellantis: sales and marketing, customer care, media and PR, dealer relations, product planning and more.<\/p>\n

He reached the level of UK marketing director for Peugeot<\/a> when \u201cthe stars aligned \u2013 or you could call it a lack of talent succession planning\u201d, and now former Stellantis UK boss Maria Grazia Davino offered him the role of Jeep UK managing director. He praises Davino for \u201ctrusting her instincts\u201d but it\u2019s clear his broad experience\u00a0has given him a well-rounded set of skills.<\/p>\n

I reckon that includes a friendly demeanour and ability to keep calm under pressure, given Cholmondeley is able to talk eloquently about his job while I\u2019m steadily bouncing his Jeep over a series of rocks.<\/p>\n

\"\"<\/p>\n

There\u2019s a certain dissonance behind the wheel: the Wrangler\u2019s suspension is so impressive that you barely feel a ripple when clambering over large bumps.<\/p>\n

It\u2019s only when snapper Max Edleston shouts to me to stop so\u00a0he can get photos of the Wrangler with every wheel in a different alignment that I start\u00a0to grasp exactly what we\u2019re taking on.<\/p>\n

It helps that I can follow Dykes\u2019 lines\u00a0rather than having to pick out my own, but the Wrangler is remarkably confidence-inspiring. My job has given me several chances to drive\u00a0off-roaders on a variety of trails and test\u00a0tracks but, as Cholmondeley notes, you gain\u00a0a better appreciation of the Wrangler\u2019s ability\u00a0on a natural byway such as this rather than\u00a0an artificial venue.<\/p>\n

Later sections of The Fox are smoother, in part because sections of Grizedale are used for stage rallies, before we drop back onto paved roads for a bit and then turn onto Nibthwaite.<\/p>\n

Green-laning is a slow-speed activity (the GLASS code of conduct recommends a top speed of 12mph and the fastest we go today is accelerating into a water splash so that Edleston can get a more dramatic shot) but even over a short distance\u00a0it\u2019s notable how quickly the scenery changes.<\/p>\n

Nibthwaite runs steeply uphill onto open moorland, where there are stunning views in all directions. We\u2019ve passed two cyclists and two dog walkers in the last hour and a half (all greeted with a courteous wave and a hello) and there are no signs of life as far as the eye can\u00a0see.<\/p>\n

On a bright spring day, it\u2019s hard to think\u00a0of anywhere you would rather be. We pause here while Edleston deploys his drone, and as Cholmondeley takes in the views, he reflects: \u201cI\u2019m privileged to work for a brand that encourages enjoying the great outdoors.\u201d<\/p>\n

\"\"<\/p>\n

One of his focuses \u2013 and a key reason for the green-lane test drive initiative \u2013 is for Jeep to \u201cplay to our strengths\u201d. He adds: \u201cThere are too many brands that are too similar. I\u2019m always saying \u2018be less beige, be more Jeep\u2019.\u201d<\/p>\n

Cholmondeley has commissioned a series of \u2018campfire tales\u2019 booklets for dealerships highlighting the brand, and with more composure than you would expect from someone watching a journalist drive his car perilously close to the edge of a trail, he rattles off tales about the origins of the seven-slot\u00a0grille, Jeep\u2019s Purple Heart medal and a string\u00a0of Wrangler-owning celebrities.<\/p>\n

He notes that Jeep is the only car brand in the dictionary and adds: \u201cWe\u2019ve got a brilliant brand that people are aware of, but you have to remind people about Jeep\u2019s history.\u201d<\/p>\n

“That\u2019s where his marketing experience comes in. \u201cIt\u2019s the importance of clarity and narrative,\u201d he says. \u201cYou can have a great PowerPoint, but you need to be able to shape a clear vision and strategy.\u201d<\/p>\n

Clear vision and strategy are also useful when navigating green lanes, especially when another short road section brings us to Hodge Close. The byway here passes some old farm buildings before working its way past an old slate quarry.<\/p>\n

It\u2019s another stone track and illustrates, Dykes is quick to point out, that perceptions of motor vehicles tearing up and damaging byways are misplaced: there\u2019s no mud or dirt to tear up.<\/p>\n

The track is nothing the Wrangler can\u2019t handle, but we have to brush past some scenery \u2013 I wince more than Cholmondeley whenever\u00a0I hear some branches thwacking the side of his Wrangler \u2013 and there are plenty of sharp-edged stones that could easily take out a tyre\u2019s sidewall. Following Dykes\u2019 advice, I aim straight for them.<\/p>\n

One particularly challenging section involves\u00a0a tight double hairpin while running over some\u00a0especially big boulders. It looks dramatic but again, from inside the Wrangler, it\u2019s remarkably smooth.<\/p>\n

\"\"<\/p>\n

Dykes warns that some of the bigger rocks might just tap the Wrangler\u2019s underbody, which makes me a little nervous, so I\u2019m pleased to make it up to the top without any real drama.<\/p>\n

Behind us, Jeep PR Manesh Taank is\u00a0following in a third Wrangler, and despite\u00a0being a born-and-bred south Londoner, he\u00a0shows a remarkable natural aptitude for traversing countryside byways, making\u00a0the section look ridiculously easy.<\/p>\n

Hodge Close is stunning. Just after the byway rejoins the road, we stop briefly to stare down into a flooded section of the quarry. It\u2019s hugely popular with both climbers and divers, the sort of place that really encapsulates enjoying the natural world responsibly.<\/p>\n

You would have to be a pretty serious diver to take on some of the flooded mine tunnels, much as tackling the byways we\u2019ve traversed today was easier for being in a pretty serious machine.<\/p>\n

But many green lanes are accessible for more standard 4x4s and Jeep\u2019s hope is that it can use the GLASS partnership to help cement the capability link between the Wrangler and road-biased sibling models such as the Avenger, which will soon gain a four-wheel-drive hybrid <\/a>variant.<\/p>\n

That remains a big challenge. Jeep\u2019s recent history in the UK has been as uneven as the terrain we\u2019ve been clambering over today. There have been sales hits, but they\u2019ve been inconsistent, and Jeep has long struggled to leverage the strength of the Wrangler\u2019s reputation onto more road-biased models.<\/p>\n

Cholmondeley\u2019s broad experience should help. His most recent role was in marketing but stints in dealer relations, strategy and pricing mean he\u2019s equally comfortable talking about dealer network growth and margins. He admits\u00a0the latter doesn\u2019t sound too exciting but is absolutely key to customer confidence.<\/p>\n

\"\"<\/p>\n

\u201cWhat we\u2019ve lacked in the past is a consistent cadence of new models \u2013 it\u2019s been feast or famine \u2013 and when we\u2019ve had good products, we\u2019ve been greedy in trying to grow too much too soon and we haven\u2019t looked after residual values,\u201d he says.<\/p>\n

He notes that the Avenger, the brand\u2019s\u00a0current best-seller, is above the class average\u00a0for residuals \u201cbecause of how we\u2019re selling it in\u00a0a controlled way\u201d and insists that sets Jeep up for growth with its forthcoming line-up expansion.<\/p>\n

\u201cWe\u2019ve got a huge amount of products coming, which is really exciting,\u201d says Cholmondeley. The next-gen Compass will arrive first, and sitting in one of the biggest market segments represents\u00a0a massive growth driver. That will be followed by two potential brand shifters: the upmarket Wagoneer S large SUV<\/a> and the Recon<\/a>, a\u00a0sort of EV<\/a> version of the Wrangler.<\/p>\n

The Recon is the future model that Cholmondeley is \u201cmost excited about\u201d because\u00a0it will \u201ctake everything that\u2019s enduring about the Wrangler and modernise it.<\/p>\n

The best example is to look at the old Defender and new Defender<\/a>.\u201d He\u2019s excited about the prospect of electrification in off-roaders, for both the instant torque and\u00a0the extra tranquillity silent propulsion could\u00a0offer in beautiful countryside.<\/p>\n

But experiencing that will have to wait for another green-lane outing in a few years. As for now, we\u2019re back on the Lake District\u2019s main roads and there\u2019s just time to take in the stunning scenery as we round the lake and return to Bowness-on-Windermere.<\/p>\n

Cholmondeley drops me off here, because he\u2019s got important back-to-back meetings to dial into while he drives south, and he needs to be home in time to take his son to a sporting event.<\/p>\n

Thankfully, I\u2019ve left his Wrangler unscathed, which probably says more about the vehicle\u2019s capabilities than my own.<\/p>\n

Still, if the aim of Jeep\u2019s green-lane initiative is to encourage people to head to the countryside more often, consider me hooked.\u00a0<\/p>\n<\/div>\n<\/div>\n","protected":false},"author":1,"featured_media":63202,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":{"footnotes":""},"categories":[2,137],"tags":[],"class_list":["post-63201","post","type-post","status-publish","format-standard","has-post-thumbnail","category-featured","category-news"],"_links":{"self":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/posts\/63201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/comments?post=63201"}],"version-history":[{"count":0,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/posts\/63201\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/media\/63202"}],"wp:attachment":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/media?parent=63201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/categories?post=63201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/tags?post=63201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}