Jeep aims to pull the rest of Chrysler uphill.
As pundits write endlessly about the resurgence of Chrysler, they talk mostly about the influx of new product at the company’s Dodge and Chrysler brands. But the troubled U.S. maker’s turnaround will also rely on its off-road brand, Jeep.
Despite being the first one of the Chrysler/Fiat’s five brands to launch a major new product as the company plotted its post-bankruptcy strategy, Jeep has been almost an afterthought. Just don’t tell that to Mike Manley, the president and CEO of the brand.
If you do, you’ll be reminded that Jeep Grand Cherokee — redesigned for 2011 and launched last summer — was the first Chrysler product to be launched as part of the new product offensive. And it was good enough to land on the finalist list for North American Truck of the Year.
Manley also will remind you that the compact Compass SUV was recently refreshed and is now trail-rated, and that other Jeep models have been significantly updated in one way or the other, mostly with updated interiors.
“We were the first brand to make news this year,” Manley said. “We’ve got some very good space now.”
That “space” presumably refers to marketing and brand awareness, especially considering that Jeep is celebrating its 70th anniversary this year. Manley says the company will focus on that milestone in the second quarter of the year.
That will hold Jeep over as it continues to ride its growth — Manley claimed double-digit increase for the brand domestically, along with a 26% year-over-year increase internationally — while awaiting the arrival of new product for the 2012 and 2013 model years in the C and D segments.
Jeep, like its competition, is aware of the tough 2016 fuel economy standards, never mind potential increases for 2025 that could push into the 62 mpg range, but for a brand traditionally focused on off-road toughness more than mileage, the challenge for Jeep is particularly apparent.
“It presents a challenge for everybody,” Manley said, before insisting, “We have a strong product plan” to meet the upcoming standards without giving up on what has traditionally made a Jeep a Jeep.
Manley acknowledges that customers are looking for better on-road driving dynamics, even while they continue to appreciate the capability of four-wheel drive. He says that Jeep is going to lean heavily on advanced technology to craft a balance between off-road chops and fuel stops.
In the end, Manley says, the difference is in Jeep’s unique image.
“Jeep’s an expression,” Manley said. “I’m the only one who offers a Jeep.”