Marchionne Wants To Set New World Record On The Jeep

Bertel Schmitt
by Bertel Schmitt
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marchionne wants to set new world record on the jeep

All of you who talked smack about the New Jeep Cherokee, take note: Fiat CEO Sergio Marchionne believes in this car, so much that he predicts Chrysler selling more than 800,000 Jeeps worldwide in 2013.

At the Geneva Motor Show, Marchionne told Reuters:

“Last year we sold more than 700,000 Jeeps and this year we’re aiming to sell more than 800,000. With the new Cherokee coming out in May we’ll be in the largest vehicle segment in the U.S., and that’s important.”

800,000 would be a new world record as far as Jeeps go. In 2012, Jeep sales were 701,626, up 19 percent. The previous high mark was set in 1999 with 675,494 units.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href=""> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href=""> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • SilverHawk SilverHawk on Mar 06, 2013

    The Cherokee line will begin full production in May, and there are still capacity restraints on the GC & Wrangler. The Compass did well in world wide sales last year, but no large improvement is expected this year. They may have a chance to beat 2012 sales by a small margin, but when capacities are brought up to plan, and Cherokee production begins in China next year, Sergio may have the kind of sales increases that the group really needs from Jeep. 2013 may be too early to begin the celebrations, but check back in the 2015-2016 time frame, and we'll probably see that Jeep has become an international force. The brand now has much greater recognition around the world than I ever imagined 10 years ago.

  • 2012JKU 2012JKU on Mar 06, 2013

    This might sell in Europe although I am skeptical. The Jeep brand carries very little heritage or value there. I can say in the US/Canada I think sales numbers will be much lower than projected. The front end is awful it is FWD based with limited offroad capability. Putting the Cherokee name on this was a terrible mis-step by Chrysler. The Grand Cherokee and Wrangler are the only two vehicles that keep the brand alive at this point.

  • GTAm GTAm on Mar 07, 2013

    a)What's the size of the hardcore American Jeep market? What's that market's rate of growth? b)What's the size of the global CUV/SUV market? What's that market's rate of growth? I think - b)>a) If American hardcore Jeepers get offended with this SUV, will they stop buying their Wranglers and buy Land Rover Defenders instead? I think - NOT! What brand from the Fiat Chrysler Portfolio has the most global acceptance? I think - JEEP.

    • See 5 previous
    • GTAm GTAm on Mar 07, 2013

      @cgjeep Yeah sure I know what you mean. But brands transform and grow. Think about the Mini. It was a cheap simple utility car originally. Today it is a premium brand. Porsche was a specialist sports car manufacturer and a racing legend. Now it makes ugly SUVs and Sedans. And yet the sports cars are still fantastic.:)

  • Cgjeep Cgjeep on Mar 07, 2013

    Marcelo, Sorry I forget you aren't in this country. I stock GC prior to 05 is quite a bit better than a 97 Pathfinder off-road and more easily upgraded. But I do like Pathfinders from that era and they are built much better than a Jeep. I imagine having a large displacement gas sucking vehicle that will need frequent repairs without a good local dealer network would make it an unpopular choice. My second choice after the GC was an Isuzu Trooper. In the US Jeep sponsors many off-road events called Jeep Jamborees. Quite fun for the family, especially the driver.

    • Marcelo de Vasconcellos Marcelo de Vasconcellos on Mar 07, 2013

      No need to be sorry. That's why we come to this site, to debate as fellow car enthusiasts. Seeing eye-to-eye is not necessary for a good debate. I was mistaken on the Pathfinder. It's a 93 or 94. 4 door with a diesel. Less than 100hp, but monster torque and and a lo mode that will take you up anything. BTW, not having an extensive dealer network is a pain. The car has been sitting at mechanics now for 4 or 5 months (maybe more). Some problem with the engine that needs parts and parts are unavailable. Brakes too. I drove the bus (as I call it for its sound) to the mechanic. What an adventure. Taking such a car, that is monstrous by Brazilian standards, on a city full of hills, to the shop with almost no brakes. Will never do that again! Don't know why Jeep doesn't do it. We have gone to some Nissan events and they're very fun. Usually they also get some coverage in the local press and is a great way to divulge the off road prowess of your cars. Mitsubishi is the one that does this best in Brazil. Maybe part of the reason why Mitsubishi=off road in Brazil?