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The re-entry of Jeep in India is greater than solely one other addition of a western car model to the already crowded home market. The all-American sports activities utility automobile (SUV) producer isn’t solely in search of a brand new rising market however would additionally assist Fiat piggyback on it.
Italian automaker Fiat, which has been out and in of the Indian market, remains to be struggling to get observed among the many automotive shopping for class. With a market share of 0.3 per cent and a product portfolio of simply 4 fashions, Fiat gross sales have been lower than Mercedes-Benz final 12 months, in accordance with knowledge shared by Siam.
Fiat is keen to vary this and so will probably be launching the Jeep model later this 12 months. Indian executives hope that Jeep will be capable of present the important push it must maintain afloat within the Indian market in the interim earlier than it reinvents itself with the assistance of latest merchandise.
Kevin Flynn, president and managing director, Fiat Chrysler India, mentioned, “One of many issues that will get mirrored within the shopper angle is that the model is ok however are you going to remain in India. And there was this factor the place we now have been out and in (of the nation). The launch of Jeep demonstrates we’re within the run of it.”
Later this 12 months, Fiat will embark on a model enhancement programme for the Jeep the place it is going to spotlight that Jeep isn’t a generic time period however a model that belongs to Fiat Chrysler. This, it hopes, will assist it relate on to the buyer and reinforce her confidence within the model.
“In India, some individuals use Jeep as a time period to outline the entire section. It’s our title and we’ll stake declare to it now that we’re in India,” Flynn added.
Jeep, which is a 75-year-old model, will commercially launch the Wrangler, Cherokee and Cherokee SRT within the coming months, all of which might be imported into India. Additional joint promotion of the 2 manufacturers isn’t dominated out by Fiat both.
“We’ve got a unbelievable repute for our merchandise however on the similar time there’s a calling from the market of ‘what subsequent?’ So we’re going to launch Jeep vacation spot shops and on the similar time we now have plans for Fiat improvement. We are able to use the Fiat infrastructure to convey it to Jeep requirements and provide an awesome protection for each the manufacturers by way of aftersales care and help,” added Flynn.
Fiat will open seven new dealerships for Jeep in prime key cities, which might be expanded to 10 cities later.
And at last, it is going to share product platforms to leverage one another’s power in automobile improvement. This might be in areas on compact sports activities utility automobile and a normal SUV, which might be launched at later phases, in accordance a presentation made by Fiat earlier. A brand new Jeep mannequin will begin popping out from the Ranjangaon plant close to Pune in 2017 at an funding of $280 million (Rs 1,900 crore).
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