Not long ago, a "sport-utility vehicle owner" generally meant someone who bought a GMC Suburban, a Ford Bronco, a Jeep® Cherokee or Jeep CJ. But today's "SUV" market can be as tough for consumers to navigate as the Rubicon Trail.

Sport utility buyers now have more than three dozen domestic and import model choices.

Sales of sport-utility vehicles in the United States have tripled since 1986. The segment's share of total U.S. light vehicle sales is now 16 times larger than it was in 1980. Every automaker has moved into the market, from Japanese companies known for sub-compacts and fuel economy to luxury suppliers like Lexus and Mercedes.

Indeed, nearly two dozen new sport utility models are in development and could hit the dealer showrooms by 2005.

Jeep vehicles have always been leaders in the sport utility market. Chrysler Corp. executives expect this segment to continue growing and, with the introduction of the all-new models, intend the Jeep brand to maintain its leadership position despite the new entries.

"We are well aware that in this extremely competitive segment the battle for the best sport utility vehicle is being fought on-road as well as off-road," says Tom Gale, Chrysler executive vice president for product strategy, design and general manager for Jeep operations. "We are not about to yield to anyone when it comes to delivering the best combination of capability and comfort."

It's a complex market with consumers calling for luxury, family versatility, fuel economy and off-road performance all at one time. As this market has grown, so has the Jeep brand's record of performance.