WRANGLER means different things to different people.
To some it is fashionable denim clothing from the 1970s, to others the type of chap who kept them dawgies movin' in Rawhide.
In the world of 4x4 it quite simply represents the power to go anywhere whenever the need arises.
America's off-roader, as depicted by the running of a Star Spangled Banner video at the latest model's launch.
The big difference with the new version is that it has become much more civilised and is a more rounded 4x4 while retaining - improving some say - it's rough-stuff credentials.
Styling has been softened without taking away the distinctive ruggedness of the car and there are two new engines, a two-litre, 268bhp petrol and a 2.2-litre 197bhp turbo diesel.
It is in the cabin that the re-grading of the Wrangler is most noticeable. There is an 8.4-inch touchscreen housing the infotainment system with Apple and android connectivity. Jeep is confident that he latest Wrangler can be used more readily as everyday transport, just don't expect the full luxury saloon experience.
It has the expected keyless entry, auto headlamps, heated leather front seats on Rubicon and all models have lift off roof panels.
Other up-to-date additions include a reversing camera which is mounted high above the bumper to save it from knocks and mud splatter and all round LED lights. There is also blind spot monitoring and electronic roll control and rear park assist.
There that three trim levels available in the two or four door body styles.Badged Overland, Sahara the dust busting Rubicon is the real star of the off-road show.
It's a styling thing with Rubicon getting massive wheel arch spats, standard 17in mud terrain tyres. The othere two get more road friendly 18in wheels.
Black lift out roof panels set the Rubicon aside and six bolts make dropping the front windscreen a five minute job if you are so inclined. There is also an auxiliary switch bank.
The starting price for a two door diesel or petrol is £44,865 rising to £48,365 for the petrol four-door eight-speed auto Rubicon and you get lot of car for the money.
Jeep came up with the toughest off-roading imaginable. Talk about put your money where your mouth is.
Up three mountain tracks on the Grizedale side of Coniston in the Lake District there was plenty of opportunity to examine the technical innovation which make the Wrangler unbeatable.
Along with a manual operation transfer box, schematic on the touch screen showing exactly what is going on with the 4x4 set up at any one time, there is a front roll bar which electronically detaches for extra articulation.
The short wheelbase Rubicon was on B F Goodrich mud tyres. Never have I experienced such quiet muddies on the road. In fact, from sprightly sub- 10 seconds acceleration to a civilised ride quality this is an altogether better Wrangler
This is going to be a big hit with serious off-road fans, a further step towards the American dream even if Jeep is Italian owned these days.
Stiff shoulders the following day left no doubt this car had been put through its paces. Oh say can you see by the dawn's early light the Lake District mountains we climbed in a Rubicon last twilight.