Magazine article Newsweek

A New King of the Road: Will DaimlerChrysler's Unimog Fit in the Garage?

Magazine article Newsweek

A New King of the Road: Will DaimlerChrysler's Unimog Fit in the Garage?

Article excerpt

Good news for the bigger-is-better crowd: here comes the Unimog mega-SUV from DaimlerChrysler. Three feet taller than a Chevy Suburban and a foot longer than a Ford Excursion, the Unimog weighs in at more than six tons. Live large with optional leather seats, walnut trim and seven-speaker stereo. Forget "road hog,'' the Unimog is a motorized mastodon with a price tag--up to $150,000--to match. "This thing makes the Hummer look anemic," says a DaimlerChrysler spokesman.

Not convinced? Even DaimlerChrysler seemed unsure last week, when it was grinding gears trying to figure out the best way to pitch its new king-of-the-road 4-by-4. On Wednesday it revealed plans to launch the snub-nosed behemoth in America in 2002, with a modest sales goal of about 1,000 units a year. Unimog--German shorthand for universal motorized machine--is a work truck that's been used to haul military troops and fight fires for 50 years. Now, DaimlerChrysler is re-engineering it to meet the exaggerated tastes of upscale American SUV buyers. A slick brochure shows the Unimog zipping along city streets under the headline: tough, rugged, and eminently civilized. At 20 feet long and more than nine feet tall, it will dwarf the biggest SUVs, which a sales brochure dismisses as "cute." With the Unimog, it adds, "you don't need roads, when you can make your own."

But word of Unimog's impending arrival set off a firestorm. DaimlerChrysler, already racing to fix its money-losing Chrysler division, was pilloried for building the ultimate politically incorrect vehicle. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.