aldo98229
Well-Known Member
- First Name
- Aldo
- Joined
- Dec 21, 2020
- Threads
- 14
- Messages
- 569
- Reaction score
- 1,588
- Location
- Bellingham, WA
- Vehicle(s)
- 2018 Fiat 124 Spider, 2023 Gladiator Rubicon
- Occupation
- Market Research
- Vehicle Showcase
- 1
- Thread starter
- #31
I agree."My impression is that there is a great deal of “woe unto me” mentality has crept into the mindset of your fine, admired and esteemed nation.""
Fine points but I will tell you that Jeep (especially the MB, CJ, Wrangler stream) is deeply woven into American fabric and we are very sensitive to how fast car companies can screw it up. It was always a simplistic off-road leader, and its overseas desire was linked to that.
The fact that Stellanis sold out completely for near term high profits so that they could pad their executive bonuses just really backfired.
The basic Wrangler is so marked up that you price people into used ones and viola, your new sales take a nosedive.
In other models, they do not offer a decent offroad worthy version. Why don't the "Trailhawk" versions have a revised interior to satisfy off roaders? The rounded luxury interiors of the GCs and Compasses are a joke in a Trailhawk and obviously dictated for commonality to save costs and decided by no one who actually does anything but mall crawl.
Jeep started to come undone at the seams when Marchionne, in his infinite wisdom, decided that Jeep was going to be "luxury," and follow Land Rover's strategy.
While Jeep has had a "luxury" positioning in overseas markets, Jeep as "luxury" is a non-starter here in N.A., its largest and most profitable market.
Over the years, Jeeps commanded a price premium over their domestic competitors, but that was justified by Jeep's superior off-road engineering and capability, not because N.A. consumer viewed Jeep as a "luxury" marque.
When JL was being developed, FCA focused too much on the luxury, comfort and convenience features that'd allow Jeep to drive up MSRPs, and not enough in pushing Wrangler's off-road envelope for the long-term.
Fifteen years of sticker editions and badge engineering without any serious investment in development have taken their toll. It truly is a sad state of affairs.
Hopefully, whoever takes the reigns at Stellantis understands that for Jeep to do well globally, first it needs to do well here.
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