PORTLAND, Ore. – Since the beginning, the word Jeep has stood for just one thing: Rugged, go anywhere off-road capability. But with the introduction of its new Compass sport-utility vehicle, the folks at Jeep are trying to stretch that definition in an attempt to appeal to a broader range of American car buyers.

In fact, you might think of the compact Compass – which is built on the same all-new underpinnings as the recently introduced Dodge Caliber – as a kinder, gentler Jeep. In place of the “Trail Rated” badges that proclaim the off-road capability of other Jeep models, the Compass sports more sophisticated lines and an available all-wheel-drive system that’s probably better suited to the ways in which most SUV owners typically use their vehicles.

While we question the decision to dilute the Jeep brand’s long-established gonna-get-through-come-hell-or-high-water position in the minds of car buyers – a clearly focused brand identity is, after all, the most valuable asset any company can have – we’re here to tell you the 2007 Jeep Compass is still an appealing little trucklet in many ways.

As the Jeep brand’s attempt to target first-time new car buyers, the 2007 Compass is designed to be affordable, without scrimping on important standard features. To that end, the first of the two available trim levels – the front-wheel drive Compass Sport – starts at just $15,985, including a $560 destination charge. For that money you get a fairly well-equipped small SUV with 17-inch painted alloy wheels, front fog lights, variable intermittent wipers, rear window defroster and wiper/washer, outside temperature display, 60/40 split-folding rear seatbacks, and a stereo with four speakers, a CD player, and an auxiliary input jack for connecting an iPod or other MP3 player. Adding all-wheel drive bumps the Sport’s starting price up to $17,985. While those base prices mean having to settle for such quaint features as crank windows and manually-adjustable mirrors, you can outfit the front-wheel drive Sport with most of the amenities we expect in modern cars and still keep the price under the $20,000 mark.

The top-of-the-line Limited gets more of the good stuff standard including 18-inch alloy wheels, air conditioning, tinted glass, leather upholstery, heated front seats, reclining rear seat backs, power windows, power door locks, power mirrors, keyless entry, a universal garage door opener, cruise control, an auto-dimming rearview mirror, and floor mats. Prices start at $20,140 for the two-wheel drive Limited and $21,740 for the all-wheel drive version.

Available options include 18-inch chrome alloy wheels, a continuously-variable automatic transmission (CVT), a power sunroof, an alarm system, Sirius satellite radio, and a premium Boston Acoustics audio system with nine speakers including a pair that flip down and out from the raised rear liftgate to allow you to share your Chamillionaire CDs with a sure-to-be appreciative world. Load it up with all the goodies and a Compass Limited model with all-wheel drive tops out at about $23,500.

Hyundai Genesis Coupe Concept

The Koreans rustle themselves up a rear-drive pony car. Hyundais nothing if not ambitious. What else but ambition could turn a company known only for shoddily m...

2008 Ferrari F430 Scuderia - Previews

In case the F430 wasnt fast (or good) enough. The great thing about the 430 Scuderiaa faster, lighter, and even more compelling version of the F430 is that Ferr...

2006 Mercury Mariner Hybrid Preview

Mercury's new 2006 Mariner Hybrid is what most people would consider to be a no-brainer. Fundamentally identical to the Ford Escape, which is available with a g...

2005 Mercury Mariner Preview

NEW YORK CITY, NY - Mercury is hurting. With the departure of the Cougar sport coupe and Villager minivan, the brand was down to four relatively undistinguished...

2005 Mercury Montego Preview

Mercury lands squarely on the family car game board with the 2005 Montego, the first competitive sedan for the company to sell since the original Sable debuted ...