Chicago auto show: Ford, Jeep SUV rivalry spurs king-of-hill battle


I asked Jim Morrison, who heads the Jeep brand, about the apparent one-upmanship and whether the height of Bronco Mountain had anything to do with the newly elevated peak in Camp Jeep.

“Competition is always good,” Morrison explained.

The Camp Jeep climbing hill “is maxed out at 28 feet really only because of the height of the ceiling. We could have made it bigger, where you could actually touch the ceiling as you go over.”

Morrison said that Jeep expects to have 25,000 showgoers take a trip through, up and over Camp Jeep.

Ford expects a similar number through its display, one of several ride-alongs set up by various automakers in the more than 1 million square feet of floor space being used for this year’s show.

A bit later in our conversation, after he talked about how ride-alongs make auto shows more interactive and interesting and help consumers understand what vehicles can do, the always enthusiastic Morrison restated his earlier point, before tacking on an addendum.

“Competition is great,” he said, “but at the end of the day, it is kind of cool to be bigger.”



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