Jeep looks to broaden its appeal over the next few years with a styling overhaul and different looks for different cars
Jim Holder
19 January 2015

Jeep is set to evolve its styling over the next three years in a bid to give its cars a broader appeal.

Speaking at the Detroit motor show, CEO Mike Manley revealed the plans to “be more flexible”, highlighting that the brand had successfully tested different looks in the past.

“The Wrangler is non-negotiable," siad Manley. "It’s the car that has a look that is absolutely iconic and not to be messed with, but beyond that we can be more flexible.

“Two generations ago the Cherokee had a very fluid look - it was more feminine and had a broader appeal. Then we went more boxy with our styling. Now I think we can do different looks with different cars. We have plans; the cars will be instantly recognisable as Jeeps, but the looks will evolve - you’ll start to see how flexible we can be.”

Manley added that he now feels that Jeep’s understanding and execution of interior quality has put them on a par with premium rivals.

“Back when we launched the Dodge Journey in Europe we got some pretty negative feedback,” he said. “At that point we established a dedicated interior studio, and we’re now at the point where we’re winning awards for our quality. We’ve learned how to do different levels of quality on the same structure, and that’s taught us how to do everything from an interior that hits a price point through to something bespoke.”

In particular, Manley is looking to the new Jeep Grand Wagoneer, due to launch in the US in 2018, to be a Range Rover rival in terms of quality, size and on and off-road capability.

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19 January 2015
I just can't agree with this: "Manley ... now feels that Jeep’s understanding and execution of interior quality has put them on a par with premium rivals." As an SUV owner myself I looked at a couple of Jeep models recently and they were so far off the pace in terms of interior quality. I find it hard to believe they're ever going to be a rival for Range Rover. They've got way too far to go.

19 January 2015
Is this a tacit admission that the new Cherokee and Renegade have looks that are, ahem, challenging? Agree with Dark Isle regarding the quality. Jeep are selling poorly in the UK because their pricing is premium, but the products are not, hence the poor depreciation and residual values. What's so great about "premium" anyway? The best selling Cherokee by far was the 1990's model, which had no such pretentions but was honest and tough. I owned a 4.0 litre Sport (i.e. basic) model for a couple of years and liked it a lot. Wouldn't buy one now.

19 January 2015
I'd very much like to know who is giving them awards for quality. Maybe in a in-house competition? I also find it funny that the Journey was the car that got them thinking about their interior quality; Apparently the Caliber was fine as it was.



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