Some would say that the Aspen nameplate -- last used on a 1970s Dodge of no great repute -- is not one that's loaded with equity. Nonetheless, that is how Chrysler Corp. has chosen to christen this, the Chrysler brand's first ever SUV.

You probably don't have to look very hard to see that Aspen is a product of badge engineering. Behind the Chrysleresque grille lies a Dodge Durango.

By not re-inventing the wheel, however, Chrysler is able to pitch the Aspen as "a premium SUV that is a value alternative to luxury-priced competitors."

Even so, in Canada, Aspen comes only one way -- loaded. The engine is the 335-hp, 5.7-litre HEMI V8 with cylinder-deactivation technology. All-wheel drive is standard, and it's a sophisticated one with full-time AWD, plus locked 4High and 4Low modes. Chromed 20-inch aluminum wheels are standard.

Being based on Durango means, of course, that this is a body-on-frame truck-based SUV. It also means Chrysler is able to claim best-in-class towing capacity, as well as class-leading cargo room behind the second-row seats.

Three-row, 8-passenger seating is standard, but second-row captain's chairs can be substituted for the 3-person bench.

Standard amenities include leather, second-row as well as front seat heaters, and an Alpine stereo.

Half the price of a Cadillac Escalade

Less than half the street cred of a Cadillac Escalade