It tells you something about the popularity of the Jeep that it has become one the top attractions at the Canadian International AutoShow since its debut in 2023.
People line up for the chance to sit in a Jeep and have a professionally-trained driver take them on a tour of man-made obstacles at acute angles that make the experience the equivalent of a ride at an amusement park. It is called Camp Jeep and takes place on a terrain that includes five obstacles that include a mountain, stair climb, breakover obstacle, off-camber stability side slope and banked articulation wedge. The fact it takes place inside the 650,000 Metropolitan Toronto Convention Centre makes it that much more surreal.
Camp Jeep first came to the AutoShow in 2023, though it had been activated in five continents, in 15 countries and 28 U.S. states since it began in 2004.
On a personal note, I’ve always wanted to own a Jeep because I think it stands out from other cars because of its capability of standing out for driving on paved road or dirt roads. Before I was married and purchased my first brand new car, I opted for a two-door sports car, a Nissan Pulsar, because I’d always wanted something macho, for lack of a better word. It was back in the late 80s and had a T-bar roof with removable panels. I eventually had to sell it for purposes of a getting a family sedan.
But if I could go back in time and make that first purchase, I might go for a Jeep. Every time I see one I am fascinated, mesmerized and transfixed all at the same time.
To me, a Jeep represents freedom. It just seems to represent Canada and its terrain.
Though I haven’t taken the time to actually sit in a Jeep and feel what it’s like to be tilted at an angle while it’s moving I get the attraction. Realistically, it’s going to take someone extremely experienced to attempt what is being done on the manufactured indoor course. But like I said, this is more like being on a ride than an actual drive.
It is my intent at some point to test drive a Jeep, if only to experience it. In recent years, Jeep has enjoyed a renaissance, capitalizing on the historical Wrangler, Gladiator and Rubicon, and incorporating electrification and SUVs. Last year Jeep introduced a campaign called There’s Only One, a tagline dating back 30 years.
“As the Jeep brand begins down the new path of its multi-energy platforms, this campaign is meant to command the new road ahead while also paying homage to the brand’s ‘there’s only one legacy,” Stellantis said in a media release. “Anyone who has ever been behind the wheel or experienced riding in a Jeep vehicle understands the no compromises attitude that steers our iconic off-road brand into one-of-a-kind adventures that often turn into lifelong memories and an unwavering connection to the brand.”
Months later, the bottom would fall out in Stellantis as dealerships revolted against questionable leadership that eventually saw several executive managerial changes, notably with the resignation of CEO Carlos Tavares and a variety of appointments.
However and whatever Stellantis does to try to recapture lost market share, Jeep will be one of its key nameplates. Yes, some of the cars are geared to city driving, but there’s no denying the off-road vehicles are still popular, even if being driver on artificial terrain inside a convention centre.
The 2025 Canadian International AutoShow continues until Sunday.
Perry Lefko is the Content Manager of The Car Magazine. He can be reached at [email protected]. Feel free to forward any story suggestions or comments.
