For a brief stretch of time, Jeep did business in the UK as a purveyor of authentic American SUVs. The Cherokee, Wrangler and Grand Cherokee had a respected niche, even if they didn’t sell in particularly large numbers. And then it all went down the tubes.
According to Just-Auto, Jeep lost over half their dealer network in 2012, creating a problem for Jeep’s UK division. Major ad campaigns were useless, since it was impossible to advertise when franchises could be situated far away from major population centers.
But with the introduction of the Grand Cherokee, Jeep has rebounded. Sales are up 70 percent, and by year end, there should be over 70 dealers in the UK. The next step is the launch of the Cherokee, which Jeep is ambitiously positioning as a rival to the Audi Q5 and BMW X3, as well as the smaller Renegade. Sound crazy? Perhaps. But don’t forget, these are premium vehicles in much of the world.