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Many Hopes Ride on Makeover of the Grand Cherokee
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Chrysler has no new models in its product lineup except for the small Fiat 500 car and some product redesigns like the new 2011 Jeep Grand Cherokee. For about 2 years Chrysler has had liitle that is new to show buyers coming into its dealership showrooms. As competitors Ford and GM recovered sales after the 2008 crisis, Chrysler's sales have been dismal. A lot is dependent on how the new Jeep Grand Cherokee is seen by car buyers. Chrysler and Mercedes had essentially redesigned the Grand Cherokee by the time of the bankruptcy filing in April 2009 and Fiat's takeover. So even though it is presented as the new Chrysler, analysts say its not something Fiat's involvement created. What Fiat added is attention to some of the technical details, and working on the marketing aspects so that its off-road and on-road capabilities are presented in the best possible way to attract buyer interest, keeping price as close to sticker as possible. The question now is whether in Chrysler's difficult situation, the American car buyer will respond to the new Cherokee with interest. Sales peaked for the Cherokee at 300,000 in 1999 and dropped to 50,000 in 2009.
Chrysler's redesigned Jeep Cherokee for 2014- designed to increase sales in global markets
05/20/2010
The newly designed Jeep Cherokee uses styling from Alfa Romeo unit of Fiat and brings European styling changes to better suit Jeep for global markets. This is part of Chrysler-Fiat's strategy to increase global sales for the Jeep brand.
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Efforts to promote the new Jeep designs as a lifestyle vehicle in emerging markets where it is seen as an off road vehicle. By manufacturing locally Chrysler hopes to avoid the import duties that make it impossible for the Jeep to compete.
Linked Articles
Wall Street Journal 03/29/2012
Many Hopes Ride on Makeover of the Grand Cherokee
New York Times 05/20/2010
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