This browser does not support the Video element.
It's a Jeep thing. You can try to understand but unless you drive one, you're out of luck, at least according to Jeep owners.
2016 marks the 75th anniversary for Jeep, part of the Fiat Chrysler family. With the North American International Auto Show, it marks the kick off of a big celebration for the SUV brand.
Mike Manley is the head of the Jeep brand and he said this is the time to shine.
"The brand has always been defined by it's customers, unlike any other automotive brand I know. That starts in the 50s and 60s. (It's an) incredibly socaial brand, faciliated great weekends and vacations," Manley said.
Manley said car buyers can expect a lot of big things from Jeep in 2016.
"There's a lot of things on the agenda. First we have to celebrate our birthday and we've arranged special editions which will hit the showrooms soon. 2016 is a big year for us because we're replacing our compact SUV in the middle of this year," Manley said.
It's more than just the Jeep, of course. Fiat Chrysler has several iconic brands under the umbrella including Dodge, Chrysler, and Fiat. All of which are making big waves at the auto show.