Fiat Chrysler Automobiles (FCA) India today announced the arrival of two global SUV icons: the Jeep® Wrangler and Jeep Grand Cherokee. FCA, which owns the Jeep brand globally, will bring the two models to India as direct imports (Completely Built Units). The company will add another vehicle to this line-up, an all-new, premium Jeep SUV, when local production startsat its Ranjangaon manufacturing facility, near Pune, next year.
Commenting on the global heritage of the legendary Jeep brand, Kevin Flynn – President and Managing Director, FCA India said, “Jeep pioneered the SUV segment and the concept of off-roading . Now we are providing our Indian customers with access to what Jeep has to offer by launching the Jeep Wrangler, the most capable production 4×4 vehicle in the world and the luxurious Jeep Grand Cherokee, the most awarded SUV of all time. The launch of Jeep in India marks a double milestone in the history of the brand as this year we are also celebrating the 75th anniversary of Jeep worldwide.”
Jeep dealer network
The Jeep Wrangler and the Jeep Grand Cherokee will be sold through 10 Jeep distribution outlets called Jeep Destination Stores, in nine Indian citiesby the end of this year. The Jeep Destination Stores are designed to be premium and world class, and have a high level of engagement with walk-in customers, prospects and visitors.
The Jeep Destination Store go live in Ahmedabad at the time of launch, followed closely by New Delhi and Chennai in September. The Mumbai outlet will open in October, along with a second outlet in New Delhi, both before Diwali, followed by Hyderabad, Chandigarh, Kochi and Bengaluru. The Jeep India website will have toll-free phone numbers where customers can inquire and they will be guided on the bookings process and the purchase.
FCA plans to focus a lot on providing the original Jeep experience to customers, as part of its retail strategy in order to bring them closer to the virtues of the Jeep brand and its Product Capabilities.
Jeep operations
Kevin Flynn commented on the business saying, “We have invested US$ 280 million in our facility at Ranjangaon, near Pune, to mobilize our localization strategy. We are on track with our plans to manufacture and roll out an all-new, premium Jeep SUV from our plant in 2017. After-Sales too plays a significant role in our India strategy. With the launch of the Jeep Wrangler and Jeep Grand Cherokee, we will set a strong foundation for all the aspects that will further strengthen our future in India.”
FCA has focussed on After-Sales as one of its key drivers of growing business in India. For Jeep vehicles, the company has crafted innovative schemes that will give customers peace of mind and a satisfying Jeep ownership experience. The company will offer a two-year, unlimited mileage manufacturer’s warranty as standard on both the Jeep Grand Cherokee and the Jeep Wrangler. The warranty will have international coverage and will be transferrable to the second owner.
Branded Jeep Assist, a 24/7 helpline and roadside assistance program is being offered which will cover the vehicles for a two year, unlimited mileage period. Toll free assistance will be provided 24/7 in case of accidents and breakdowns and additionally, customers will be provided with a return journey Business Class air ticket or a hotel stay. FCA’s extended warranty on these Jeep vehicles is very competitive and offers one and two year options. Besides this, customers will have access to an exciting range of Jeep branded merchandise and accessories.
Jeep Brand
Jeep, a 75-year old brand that enjoys a rich heritage, is known the world over for its originality and authenticity. The Jeep capability quotient has been so impressive over the decades that consumers have unshakable faith in its go-anywhere character. While luxury and capability are the two primary product attributes that will connect consumers to Jeep in India, these are supplemented by two further core values of freedom and adventure that have been hallmarks of the Jeep brand throughout its 75-year history.
Commenting on the Jeep Brand, Kevin Flynn said, “The originality of the Jeep brand has been so alluring that the styling cues of Jeep have inspired many other brands around the world but the reality is ‘There’s Only One’.”
To establish the Jeep Brand across the country, FCA India will launch a campaign with the brand promise ‘There’s Only One’. The campaign will largely use digital, print and outdoor mediums for amplification.
