I've long been a fan of Jeeps. Even as a kid, I loved the old CJ Jeeps, which were still being made up until 1986; four decades of them! The CJ-7s were relatively modern compared to the ones from the 40s, of course. All of these years, I've always kind of wanted a Jeep, but never gotten one; it was never a vehicle that it made sense for me to buy, and I still have never owned a car that I thought, hey, this is a fun car that I actually want as opposed to just a cheap and practical car that I need in order to commute and get around. Some day, maybe. Sigh.
Anyway, the shine on Jeeps has worn off on me. I was talking to a couple of people at church on Sunday about Jeeps, and I realized that I simply don't even want one anymore. They were both former Jeep owners and one was clearly a Jeep cultist. They were talking about the "ducking" practice, which I said I thought was really dumb and is a great example of how the brand has lost its way. The reason I always liked Jeeps is because it had a rugged outdoorsy masculine vibe to it. When they started embracing soccer mommification and Barbie Jeeps for daddy's little princess, they diluted the main appeal of the Jeeps in the first place. And yes, the sale figures back me up. From a peak of over 240k units moved in 2018, they fell to about 151k in 2024. There's a slight uptick in 2025, but something happened to the Jeep brand. And yes, the marketing focused on weird cult rituals like "ducking" which undercuts the whole Jeep thing and appeals to soccer moms, bratty princesses, and weird cultists who do dumb things just to be different; the dumber the better. The ducks are now a key part of Jeep's marketing strategy. It's weird. And when I said I thought it was weird, I got the rote "It's a Jeep thing, you wouldn't understand." Actually, I think I understand quite well. People like behaviors that are in effect "positional goods". Why would I not understand that? I'm fairly intelligent, and my initial training before getting into something more practical is in economics as an academic discipline. It's a cult signal, essentially. I understand it exactly. Which is exactly why I'm not impressed by it.
Sure, sure, other problems have plagued the brand, and I can't discount those. Price has gone to an average of ~$60k for a Jeep, which is insane. Meanwhile, the always crappy reputation of quality has taken even more of a beating, and Ford finally (I have no idea why they didn't do this years ago) launched a genuine competitor in the form of the Bronco, and even Toyota got back into the game with a new Land Cruiser, and the 4runner is always a possibility. A few others have entered the competitive landscape, although I'd love to see even more players, honestly. I'd love to see Nissan come out with a revamped Xterra, for instance.
In any case, I think that my love of Jeeps has turned into a love of "jeeps" lowercase, and that I'd really prefer something else altogether anymore rather than an actual modern Jeep. The real interesting, although even more unaffordable than a Jeep, movement is in restomods, and three vehicles in particular get a lot of attention there; old Dodge Power Wagons, old Ford Bronco Is, and old International Harvester Scouts. These can cost as much as a house, which is obviously too much, but they're way cooler than even the best Jeep Rubicon.
On another note, I recently was able to acquire for a decent price a used copy of the ten book D&D Iconics collection of novels that came out in the early 00s. While I certainly don't expect them to be great, reviews on Goodreads are that they're actually relatively fun. And the relatively more negative reviews talked about stupid stuff, like "implicit sexism" demonstrated, according to the review author, by Regdar noticing a some village girl looks good from behind. Ooookay. I think I'm going to like these more than I expected if that's the case. We'll see. I've already started the first one, and they're slim little books like the kind published in the 60s and 70s before bigger fantasy became the norm. Should be quick and easy reads, if the quality holds up.
Which it may not. Although all credited to the same author, T. H. Lain, that's not a real person; it's a pen name that applied to at least nine different authors. Only the first and last books in the ten book "series", which I use kind of loosely, were written by the same author; every other book was a different author.



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