While many automakers are turning to the compact vehicle segment to improve their brand images, Chrysler is taking a different approach.
To see how Fiat SpA is doing at its job of managing Auburn Hills automaker Chrysler, keep a look out for the 2011 Jeep Grand Cherokee. Ready to go on sale in June, the Jeep Grand Cherokee will prove that Chrysler had made changes in repairing its poor quality and subpar fuel-economy image. Chrysler Group and Fiat SpA CEO Sergio Marchionne has repeatedly said that Chrysler won’t turn around until the new 2011 Jeep Grand Cherokee hits showrooms.
“It would be an understatement to say that the SUV segment isn’t a growth segment anymore. It has migrated to a more sensible, calmer personality, and that in itself is the real trouble for Jeep,” said Erich Merkle, president of the consulting company Autoconomy.com in Grand Rapids, Michigan.
Nonetheless, Jeep brand CEO Mike Manley isn’t worried. He says that Jeep customers are among the most loyal and that Jeep sales rose 5 percent worldwide in the first quarter of 2010 while the company faced a 2 percent drop.
2011 Jeep Grand Cherokee:
– By: Omar Rana
Source: Detroit News