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Jeep shows plans, redefined brand (updated)

by David Zatz on

Jeep’s Mike Manley confirmed the company’s goal to be the top SUV brand in the world, as it was through 1990; today, it is #6 in the world, and #3 in North America.


Mr. Manley’s presentation claimed that Jeep redefined its brand in 2009, as “capability plus driving dynamics and fuel economy.” Later, the brand was described as “The authentic SUV with class-leading
capability, craftsmanship and versatility for people who seek extraordinary journeys,” which promises “vehicles that support a lifestyle of boundless freedom, responsible adventure and are reliable, safe, fun and environmentally friendly.”

For 2018, Mr. Manley predicted production of 1 million Jeeps in North America (where 5.9 million “UVs” are sold); Asia-Pacific production of 500,000 (with 8.2 million UVs sold); European production of 200,000, presumably Renegades (with 5.1 million UVs sold); and Latin American production of 200,000 (out of 800,000 UV sales), presumably centered in Brazil. Overall, for 2018, the company expects to sell 1.9 million Jeeps.

Helping this will be dealer expansions, with plans to increase the number of Jeeps sold by each dealer, and to add dealers — by 3% in North America, by 24% in Europe, the Middle East, and Africa, by 29% in Latin America, and by a whopping 221% in Asia-Pacific. The primary source of sales growth is presumed to be North America, followed by the Asia-Pacific region.

For the future, the brand will focus on brand and product extension; proactive life-cycle management; expanding its worldwide manufacturing; and continuing to develop a distribution infrastructure (e.g. more dealerships and repair facilities, along with supporting warehouses and such, throughout the world).

Core values were described as:

  • Freedom: Being true to your dreams and working to make them real
  • Adventure: The ultimate search for a place where you can be true to who you really are
  • Authenticity: The higher standard pursued in all you do and dream
  • Passion: Stretching your limits to achieve greatness.

Again, they separated customers into doers and dreamers; the latter “want[s] authentic gear with the hope that one day they’ll be able to do more and dream less.”

Also, once again, Mr. Manley separated the “iconic bookend Wrangler” from other Jeeps, in that all provide styling, function, and capability, but only Wrangler handles “extreme” off-road. He also, again, promised that all models would have at least one Trail Rated version. Trail Rating includes:

  • Traction
  • Articulation (when one or more wheels are elevated, the system helps others to maintain ground contact longer)
  • Maneuverability
  • Ground clearance
  • Water crossing

Oddly, a chart on the “adventure range” of current Jeeps did not include Renegade.



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