PORTLAND, Ore. – Since the beginning, the word Jeep has stood for just one thing: Rugged, go anywhere off-road capability. But with the introduction of its new Compass sport-utility vehicle, the folks at Jeep are trying to stretch that definition in an attempt to appeal to a broader range of American car buyers.

In fact, you might think of the compact Compass – which is built on the same all-new underpinnings as the recently introduced Dodge Caliber – as a kinder, gentler Jeep. In place of the “Trail Rated” badges that proclaim the off-road capability of other Jeep models, the Compass sports more sophisticated lines and an available all-wheel-drive system that’s probably better suited to the ways in which most SUV owners typically use their vehicles.

While we question the decision to dilute the Jeep brand’s long-established gonna-get-through-come-hell-or-high-water position in the minds of car buyers – a clearly focused brand identity is, after all, the most valuable asset any company can have – we’re here to tell you the 2007 Jeep Compass is still an appealing little trucklet in many ways.