To some drivers that classic sticker, "It's a Jeep thing... you wouldn't understand," is all too true. After all, a Wrangler running massive swamper tires, no doors or roof and a snorkel for fording the nearest river is not everyone's cup of Camomile.

In the case of the new-for-2011 Grand Cherokee though, it's not likely that the motoring masses wrestle to understanding its appeal. Seventy years of all-terrain heritage wrapped up in a handsome, luxurious and modern sport ute package? What's not to love?

The 2011 G.C. is the first all-new product out of the gate for the reborn Chrysler Corp., which has been rebuilding itself of late with a heap of help from Fiat. That said, the chassis of this Jeep actually comes from the automaker's former partner Mercedes-Benz and it's all-star M-Class SUV. So, what we have here then is an Italian/German/American creation trying to top the premium sport ute market. Sounds intriguing....

The Grand Cherokee is the first Chrysler to use the company's all-new 3.6-litre DOHC Pentastar V6 engine. Suffice to say, this mill is worlds better than any of the automaker's old, adequate six-cylinders. It produces a stout 290 horsepower and 260 lb-ft of torque and offers up an 11 percent improvement in fuel economy versus the previous G.C.'s base mill. 

After a week at the wheel of a V6-equipped model, I'd say it's all the engine you'd ever need in this Detroit-built sport ute. Smooth, strong and able to pull 5,000 lbs., it makes you question why anyone would pay extra for the 5.7-litre Hemi V8? Sure it has 360 hp, 390 lb-ft of torque and cylinder deactivation to save some fuel when cruising under a light throttle, but the eight-pot just seems excessive now. 

Bonus points to Chrysler for allowing customers to purchase even a fully kitted-out $49,495 Overland model with the new V6 engine. The only real knock we have against the powertrain is the five-speed automatic transmission. It works just fine, but is several cogs short of competitors. Adding a couple more speeds would dial up fuel economy.

Following the example of its UK off-road adversaries at Land Rover, Jeep now offers the Selec-Terrain traction control system on the Grand Cherokee. Drivers dial in five different road conditions for "optimum" traction: Sand/Mud, Sport, Auto, Snow or Rock. The computer-controlled gizmo modifies 12 different powertrain, braking and suspension systems to keep you moving forward.

This new Jeep offers not one, but three different 4x4 systems: the basic Quadra-Trac I with full-time four-wheel drive and no low range; Quadra-Trac II with a low range and Selec-Terrain; and the top-drawer Quadra-Drive II with all the fancy off-road and suspension doodads. The latter can even send 100 percent of the engine's power to just one wheel to get you unstuck in a hurry. All that said, it does seem excessive to offer up so many 4x4 systems, especially when your company's trying to save money. How about Quadra-Drive II for everyone and cash in the bank?

The 2011 G.C. rides on a fully independent suspension (similar to the design found in the related Benz). Credit to Jeep engineers here on their fine-tuning of the chassis. It has to be a right pain-in-the-keester to design a chassis that can tackle a trail while also delivering a luxurious ride. It's like saying you want your wife to be a blonde, except on Tuesdays when she should be a redhead. This sport ute offers a comfortable, plush ride, with just hint of that old-school, truck-like, Jeep jounce. High-end models bolt in the all-new Quadra-Lift air suspension system. With five height settings, it can vary the Jeep's ground clearance from 17 to 27 cm, depending on if you're loading elderly relatives or climbing enormous rocks.

The cabin of this 2011 Jeep is a step in the right direction for Chrysler Corp. as a whole. The automaker's had some truly nasty interiors of late (see older Jeep Compass), so the high levels of fit, finish and materials on display here are all pluses. That said, is it just me or are Chrysler's cabins looking decidely, err, Korean these days? A compliment to Hyundai? A compliment to Jeep? Well that's up to you....

The Grand Cherokee rides on a 13 cm longer wheelbase and is slightly wider for 2011, which has helped to open up considerably more room inside, particular in the rear seat, which gains 10 cm of legroom (best-in-class, says Jeep) and the cargo cave grows by an impressive 19 percent (plus the rear and front passenger seats can fold flat). 

This redone Jeep's new styling may not be that much of a departure from the previous model, but Chrysler say the refreshed shape brings an 8.5 percent improvement in drag, which helps fuel economy (pegged at 13.0 L/100 km city, 8.9 hwy for the V6 and 15.7/10.6 for the V8). The new body structure is also an astonishing 146 percent stiffer than the previous Grand Cherokee, helping dial down NVH - and it's said to be more rigid than even BMW's X5 chassis. 

All this size and sturdiness is great for roominess, usability and refinement, but it does take a toll on the Cherokee's driving experience. This rig feel way big at the wheel and takes some getting used to when threading through suburban parking lots, drive-thrus, etc. Not helping the cause is a curb weight that can break the 5,000 lbs. mark.

The 2011 Grand Cherokee starts at $37,995. A lot of cake to be sure, but the standard equipment list is substantial: alloy wheels, foglights, dual-zone climate control, tilt and telescoping steering, a leather-wrapped steering wheel and keyless 'Enter-N-Go' push-button start. It's possible to push a loaded Overland model near $60,000, putting it neck-and-neck with the BMWs, Mercs and Lexi of the world while offering a heated steering wheel, sat-nav, adaptive cruise control and blind spot monitoring.

It's been nearly 20 years since the original Grand Cherokee bowed in. It's seen astonishing ups and downs: the Dodge Viper's birth, Plymouth's death, the merger to form DaimlerChrysler, bankruptcy, and now FIat's parentage. If this sport ute is any indication of what we can expect from Auburn Hills going forward, the next two decade should be a much smoother ride.