Trying to breathe some new life into its 61-year-old Jeep brand, DaimlerChrysler has started badging its 2004 4x4 models as “Trail Rated” to attest to their ruggedness. "If it's not trail rated, it's not a Jeep 4X4," new ads that will begin running later this month will boast. Chrysler will begin advertising the new demarcation to four-wheel-drive versions of the Grand Cherokee, Liberty and Wrangler in hopes the special mention of Jeep's off-road capabilities will help differentiate the brand from others in the crowded sport-utility vehicle (SUV) segment.

The emblem will not be attached to two-wheel-drive Jeeps.

In the past, four-wheel-drive Jeeps were famous for being able to pass the famous Rubicon Trail outside Sacramento, Calif. But the new round, 2-inch insignia, which features a mountainous terrain in the background, will affirm that the vehicle has passed testing by the Nevada Automotive Test Center. The firm evaluates Jeeps, as well as U.S. military and border patrol vehicles, for performance in traction, ground clearance, maneuverability, water fording and articulation, which is the ability to climb over large obstacles.

Jeff Bell, vice president of Jeep, insists that the new test is simply more standardized than the Rubicon and that Jeep trucks will still be able to handle the roughest trails. "Every vehicle today and every vehicle we are developing is Rubicon-capable," he said.

Jeep is offering rebates as high as $4,500 on its vehicles, but sales have continued to slump — even as SUVs have exploded in popularity. Sales for Jeep SUVs are down 6 percent this year, and 18 percent last month. Moreover, they fell 7 percent between 2000 and 2002 — a time when sales of SUVs grew 20 percent.

While a new Wrangler and Grand Cherokee slated for release next year will likely help sales, it's unclear how much a new stamp on the old brand will improve Jeep's situation. Most consumers don't really use their SUVs for off-roading, although they like the capability. About 30 percent of Jeep owners actually use their vehicle for that purpose, but they like to have the mind-set that they can go anywhere and do anything, said Jay Kuhnie, director of Jeep communications.