Jeep To Lead Overseas Chrysler Product Offensive, Brand Strategy

We already knew that Chrysler has plans to consolidate Chrysler and Lancia products under the Lancia name in future European models. Now, Chrysler is looking to make Jeep its global icon, capitalizing on worldwide recognition of the Jeep name and heritage.

According to the Detroit Free Press, Jeep sales will account for nearly half of all overseas sales of Chrysler Group products. Up to three new Jeep models will join the new 2011 Grand Cherokee at dealerships across the globe. As a result, Chrysler expects to quintuple its foreign sales to 500,000 vehicles annually, spurred by Jeep, which Chrysler will position as its “global” brand.

“Jeep is obviously the brand with the biggest growth opportunity,” said Michael Manley, the Chrysler executive responsible for Chrysler and Jeep foreign sales.

Chrysler’s ultimate goal for international sales is to position Jeep with one other Chrysler brand, in each respective market, according to Automotive News. However, in a nod to regionality, the Chrysler and Dodge nameplates will be retained on several models for the United Kingdom.

Do you think Chrysler and Fiat’s strategy will pay off? Or is it a risky rebadge?

Source: The Detroit Free Press, Automotive News (Subscription required)


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