Jeep admits its strategy is not ideal

Jeep admits its strategy is not ideal
Jeep admits its strategy is not ideal

Jeep admits to having made strategic mistakes in the past and now hopes to change the situation. We will explain everything to you !

Now owned by the Stellantis group, Jeep continues to enjoy great success with American and European customers.

Jeep may have made a mistake

Thus, during the year 2018, six years ago already, the manufacturer from the United States founded in 1941 dominated the market in its native country, with no less than 973,227 vehicles sold in one year. A very good performance for the firm, which however lost its splendor and which suffered a dizzying fall, reaching only 643,000 units sold in 2023. And inevitably, this very impressive drop in sales figures gave rise to a series of reflections at the within Jeep management, leading to the appointment ofAntonio Filosa as the new brand director in September 2023. His mission? Righting the ship and returning Jeep sales to their former glory, not only in the United States, but also globally, with an ambitious goal of two million vehicles sold each year. But suffice to say that this does not happen in the blink of an eye, especially since there are many things to review in the manufacturer’s strategy according to its new director.

A strategy to review at Jeep

Indeed, in an interview with Automotive News, Antonio Filosa highlighted several strategic errors that contributed to the decline in Jeep sales in recent years. Among these, the abandonment of the Cherokee, a choice criticized while the model retained significant importance in the American market. The Renegade, meanwhile, was also removed from the product line across the Atlantic, despite relative success. Faced with this situation, Jeep announced the arrival of two major new products in its range, the Wagoneer S and Recon, both electric vehicles. However, while this market is still struggling to take off in the United States, the firm’s managers are now seriously considering offering thermal versions in addition to these zero-emission models. The move aims to boost sales by offering a diverse range to meet varied consumer preferences. Finally, and in addition to these initiatives, Antonio Filosa also hopes to quickly introduce a new mid-size SUV to replace the Cherokee.

Needless to say, Jeep still has work to do and should prepare a very attractive program for us!

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