CHRYSLER is recalling the Jeep for active duty and will soon dispatch an updated version of the rugged icon to military customers in the region.

The Jeep J8 is a modern-day version of the Willys MA four-wheel-drive vehicle used by the US Army in World War II. This rugged machine came to be known as a Jeep and since then, the word 'jeep' has also become a generic name for such 4x4 vehicles.

Today, Chrysler owns the Jeep brand and produces a range of tough and luxurious sport-utility vehicles (SUVs). But the US car maker, which recently split from Germany's Daimler, decided in 2005 to develop a new Jeep model for military use as well as civilian government applications.

According to Peter MacKenzie, managing director of Chrysler South-east Asia, this decision was made against a backdrop of rising demand from military and commercial customers for a rugged, multi-purpose vehicle with outstanding on-road and off-road capability, high payload and moderate cost.

The result was the Jeep J8. The J8 is actually a military version of the Jeep Wrangler, which is itself a successor of the original Jeep.

The J8 is based on the all-new 2007 Jeep Wrangler but with increased capability and versatility. The body frame has been strengthened and the four-wheel-drive system upgraded for tougher terrain conditions. At the same time, it can be used in the rear-wheel-drive mode for a smoother ride and improved fuel economy.

The 2.8-litre four-cylinder turbo-diesel engine is mated to a five-speed automatic transmission and has a unique air-intake system with a special nano filter and hood-mounted snorkel to allow the vehicle to cross water hazards up to 30 inches deep and operate in sandstorm conditions for up to five hours.

The J8 will be available as a two-door model with an extended pick-up bed for personnel or equipment transport, or as a four-door model multi-purpose vehicle, in left-hand or right-hand drive versions. Production begins next month.

Mr MacKenzie said the J8's global platform makes it the 'affordable, multi-purpose solution' to his South-east Asian customers' military needs.

'We have just begun marketing the Jeep J8, so the field is still open,' Mr MacKenzie said, when asked which countries Chrysler intends to pitch the vehicle at. 'Certainly, Singapore is one of the markets where we believe we can offer an outstanding product at very competitive prices, while several other Asean markets have told us that their military fleets need to be updated.'

In Singapore's case, he believed that with the republic's participation in UN missions, 'the J8 will be a worthy item to the Singapore Armed Forces' because it is rugged, has efficient engines with an appetite for high-sulphur fuel and are capable of carrying light armour, while being appropriate in size for operations in towns and cities.

Elsewhere in the region, Mr MacKenzie added that the Royal Thai Army and Philippines Army have expressed 'keen interest' in the J8. He said that because of the J8's strengths, its competitors tend to be regional. 'For a truly global vehicle like the J8, the Land Rover Defender will be a key competitor in some markets,' he explained. 'In others, it will be the Toyota Land Cruiser or a Japanese light pickup truck.'

But apart from the military sector, will Chrysler consider offering the Jeep J8 to civilian buyers?

'We know private individuals are interested in the J8 because of the chatter we hear from off-roader blogs,' said Mr MacKenzie. 'But the demand from these hardcore enthusiasts will be quite small.'

Instead, he expected to see more serious interest from government departments like the police, fire and border patrol, as well as NGOs and commercial customers in areas like forestry, fisheries, mining and agriculture - 'those who require the performance, payload and durability of the Jeep J8'.

This article was first published in The Business Times on Feb 27, 2008.