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Wrangler to stay “undiluted,” other Jeeps for India

by David Zatz on

Allpar asked Sergio Marchionne whether the company would be producing a version of a Jeep “such as the Wrangler” but at lower cost, for developing countries and markets such as India. While his answer focused on Wrangler by name (rather than, say, J-8), it appears that this is not in the works:

Not based on what I know today. I think we need to be very careful about touching Wrangler. I don’t want the cheap version of the Wrangler anyway.

The Wrangler is the Wrangler, so if we do anything else – and we will – it’s not going to be a Wrangler. It won’t be a degradation of the Wrangler brand, of the nameplate. I mean Wrangler is almost a brand within a brand and I think you need to be careful about protecting it for a variety of reasons.

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But that doesn’t mean that we will not be producing Jeeps in India, and in fact the portfolio that we’re looking at right now in terms of development does incorporate a substantial expansion of the Jeep portfolio in India but through other nameplates which currently exist in our world – within the Jeep world – and some of which will be coming in 2014.

The timeframe indicates the upcoming Punto-based subcompact Jeep, already announced, and possibly the Jeep Liberty/Cherokee.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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