JEEP is reacting to the effects of the credit crunch and falling 4x4 sales by sending its large Cherokee model even more upmarket and raising the entry price by £3,500.
Chrysler UK boss Nigel Land, says: "Chrysler, Jeep and Dodge managed to avoid the decline in new car registrations in the first half of 2008 and produce one of our best ever results in the UK.
"The overall market was down 1.6 per cent and we were up two per cent. Much of this was driven by the continued success of our 4x4 vehicles."
Proof of the company's continued optimism comes with the scrapping of the £21,000 entry-level Jeep Cherokee Sport to be replaced by the £24,595 luxuriously-equipped Limited model.
It has a 2.8-litre turbodiesel engine and comes with six-speed manual transmission. The only other variant in the new line-up is the same vehicle with automatic transmission, which adds a further £1,000 to the cost.
There is a new suspension and steering system, while on the inside the Cherokee has a leather interior, heated front memory seats, climate control, electric windows and cruise control as standard.
There is also an optional full-open canvas roof that is two and a half times the size of a regular sunroof.
A new full-time four-wheel drive system is standard and is an active on-demand system that helps anticipate and prevent wheel slip before it occurs.
The automatic model also features the new hill descent control system which offers better downhill control in slippery conditions.
Mr Land adds: 'Even with tough economic conditions, if you are buying a car then value, price, practicality and great looks are still as important as ever. Our marketing effort for Cherokee will focus on existing Jeep customers who want to update their 4x4 with an authentic modern Jeep with a host of improvements."