Jeep is celebrating its 75th anniversary with a pop-up dealership it claims you can only get to in an off-roader.
Lugging the 3.5-tonne trailer-cum-showroom across the North York Moors to its position near the cliffs that overlook the North Sea was a task undertaken by the 75th Anniversary Grand Cherokee – a special edition that can be had in a unique Recon Green paint job.
The mobile showroom is designed to showcase Jeep’s off-roading heritage and will be around for three days at Robin Hood’s Bay in North Yorkshire.
Already ramblers and walkers are reported to have popped in, though it is unclear if anyone has actually bought themselves a new ride.
Other cars on display include the Jeep Renegade 75th edition, of which there are just 400 available to buy, and the Jeep Wrangler 75th edition, of which there are just 85. All special editions come with a high level of standard equipment and some unique detailing compared with the standard model.
A historic Willys Jeep also made its way to the pop-up dealership to provide a glimpse at where it all started for the manufacturer during the second world war.
“Jeep has a long and illustrious off-road history,” the UK head of brand Damien Dally said. “In our 75th year, a landmark moment, it seems fitting that we have demonstrated that our vehicles really do go anywhere and can do anything by creating the world’s first pop-up dealership, which you can only get to in a 4×4.”
Now we hate to break it to Jeep, but Infiniti announced plans to use pop-up showroom back in February 2016. A truck is used to deliver the temporary structure while construction takes place of the actual Infiniti showroom.
Jeep Australia also used the idea back in 2014. The first 10 buyers of a Cherokee Longitude 4×4 were promised a AUD$29,000 discount at a dealership, but only once they had use the Jeep app to find its remote location.
‘World first’ is a bit of a stretch, then, but let’s not rain on the birthday celebrations too much because the idea you need to get there in a 4×4 sure makes the buying process more exciting.
You can watch us race a plane in the Grand Cherokee SRT over here.