Don’t do it for us. Do it for yourself.
Jeep is not a purveyor of transportation appliances. It creates and markets lifestyle products built on its off-road reputation. And the brand is not well positioned to compete in the increasingly crowded SUV/CUV space based purely on quality and everyday performance. But that’s okay, because Jeep can drive growth by playing to the strengths that brought it 865,000 customers last year, the essence of which is extreme off-road capability.
Jeep sales grew a dizzying 25 percent in the United States last year. Through the first third of 2016, the brand is tracking for two-percent growth. Blowing past the elusive one million sales mark in the U.S., and staying there, will not be easy. The Wrangler will continue to anchor the emotional identity of the brand, but Jeep would benefit from diversification as the top. To continue its impressive seven consecutive years of growth, Jeep should offer two distinct, yet equally capable products that speak to enthusiasts and mainstream consumers alike.
Jeep needs to build a hardcore, off-road version of the Grand Cherokee.