2007 Jeep Compass

Marlboro was considered a women's cigarette until some marketing genius placed a guy with a cowboy hat on a horse and a Marlboro in his mouth and filmed him riding into the sunset. From then on, macho hombres as well as women enjoyed Marlboros.

Jeep is doing the opposite with the Compass. Ever since the Willys Jeep helped win WWII, it's been the most macho hombre of nameplates, a credible substitute for the Marlboro Man's horse. Now it has to risk that equity on a FWD car-based four-cylinder "crossover" without bringing down the brand's well-honed reputation.

With Wranglers priced firmly in Toyota FJ Cruiser territory, there's room for a new entry-level Jeep. The company offers two for 2007, saying the Compass and Patriot were equally well received in clinics. Both share their platforms with the Mitsubishi-derived Dodge Caliber, and both get power from a 2.4-liter four from the new DaimlerChrysler/Mitsubishi/Hyundai global engine family (Volkswagen will supply a 2.0-liter turbodiesel for overseas markets). But while the Patriot will come with a trail-rated FWD system, the Compass's optional full-time system, which includes a locking center differential, doesn't. "This active FWD system is recommended for daily use, including driving in snow and rain," Jeep says. In other words, don't book your Rubicon Trail vacation just yet.

Jeep expects 60 percent of Compass buyers will be female, some 10 points above the overall ratio for the brand. More important, it won't win over potential Wrangler drivers, whatever their gender. You can't show off a bandana-wearing golden retriever in a closed car.