FCA boss Sergio Marchionne said that, despite a refreshed line-up, Jeep's 2017 European sales were "lousy"
Mark Tisshaw
20 March 2018

Jeep will launch four new models in Europe in 2018 as it looks to improve on its “lousy” performance last year.

That’s how Fiat Chrysler Automobiles (FCA) boss Sergio Marchionne described Jeep’s European sales, which grew just 2% to 107,569 cars in 2017 despite a recently refreshed line-up, spearheaded by the new Compass.  

Now, the roll-out of the new Compass is soon to be complete, and it will be imminently joined by a revised version of the Cherokee and a Renegade this summer, ahead of the launch of the all-new Wrangler in Europe later this year as Jeep looks for Europe to help push it towards two million sales in the medium-term, up from just under 1.4m in 2017. 

Jeff Hines, Jeeps’ new European boss, described last year’s sales in Europe as “disappointing”, which he put down to delays in getting the new Compass to market in one of the continent’s biggest segments. “For 2018 vs 2017, I expect a lot better,” he said, saying this year would be “the year of Jeep” in Europe. 

He also believed that Jeep could “find space” to succeed in the UK, despite the presence of Land Rover. The role of dealers will be key to this, said Hines, who said Jeep had to find a way “to help communicate all these things in an easy to understand way”. He added: “That’s the biggest challenge for us,” in telling the firm’s potential customers about the brand’s new cars. 

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Jeep Wrangler

The Jeep Wrangler is the classic all-American heavy-duty off-roader. It is brilliant off road, but compromised on the tarmac

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“What some customers may not realise is how the great dynamics and interior can make a Jeep a great daily driver that can fit all your needs,” said Hines, in reference to the fact the cars were often still viewed as utilitarian 4x4s. 

The revised Renegade would be revealed on June 1 at the wider FCA presentation into the future of its brands, where Jeep’s targets and future model strategy will be outlined for its investors. 

Jeep’s growth plans could also be harmed by a falling demand for diesel in Europe, but Hines believed the fuel still has a role in Europe and the firm was also now planning for hybrids, plans for which would be confirmed on June 1. 

Read more 

Jeep Renegade review 

Jeep Cherokee review

Jeep Wrangler review

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20

20 March 2018

My tip: use European designers.

20 March 2018
Bazzer wrote:

My tip: use European designers.

They probably do!  Fiat is very juch the dominant partner, hence the Renegade being made in Turin.  The problem has been premium pricing with lousy quality.  Like Land Rover, but with lower inage and even worse quality.

A34

20 March 2018
Cheltenhamshire wrote:

...The problem has been premium pricing with lousy quality.  Like Land Rover, but with lower inage and even worse quality.

Jeep dealers are envious of MG dealers - thats how bad it is.

20 March 2018
Cheltenhamshire wrote:

Bazzer wrote:

My tip: use European designers.

They probably do!  Fiat is very juch the dominant partner, hence the Renegade being made in Turin.  The problem has been premium pricing with lousy quality.  Like Land Rover, but with lower inage and even worse quality.

Do you mean quality or reliability? The quality of the Velars interior is amongst the best in the business, ask the boss of Daimler who was eying it enviously on launch. The build quality I’ll leave open to debase as people have differing views on that....

20 March 2018
Cheltenhamshire wrote:

Bazzer wrote:

My tip: use European designers.

They probably do!  Fiat is very juch the dominant partner, hence the Renegade being made in Turin.  The problem has been premium pricing with lousy quality.  Like Land Rover, but with lower inage and even worse quality.

Do you mean quality or reliability? The quality of the Velars interior is amongst the best in the business, ask the boss of Daimler who was eying it enviously on launch. The build quality I’ll leave open to debase as people have differing views on that....

20 March 2018

Youre talking material quality of the Velar I assume ? You really cant be talking about the quallity of the design, can you ??

XXXX just went POP.

289

20 March 2018

....you got it right here Cheltenhamshire.

Whilst I am no fan of Land Rover products (over priced and still not reliable enough), Jeep is even worse -would you believe that possible in this day and age?

The quality of interiors seems to be everything these days, and Jeep really fall down here. Also they insist on using truly awful VM diesels which are frankly 20 years out of date in terms of refinement.

Jeep should maybe look backwards to see when they last did reasonably well over here....late 90's early 2000's the old Cherokee and Grand Cherokee sold quite well even though the Cherokee was already very old. Strangely still popular second hand.....a nice condition Cherokee Orvis (XJ), is worth far more than the later Cherokee (KJ). It had a bomb proof engine, great off-road credentials and was a great abused family holdall despite being smallish.

The Grand Cherokee was equally popular at the time - you saw quite a few on the road at the time, despite half of them at any one time being dismantled on a Jeep workshop awaiting a new rear diff!.

The reason they sold well despite their age and failings.......price. They were cheap. A lot of vehicle for the money.

I guess given that Jeep dont seem to be able to raise their game quality wise to European tastes, they should compete on price. The current Grand Cherokee whilst a handsome looking beast (unlike the gawly awkward looking Discovery), just cant justify its current price tag in the showroom, and thats why it is a rare sight on the road.

I am not including the Wrangler in these opinions since that vehicle, like the old Defender, is not mainstream.

20 March 2018

Jeep does OK when it keeps prices low, that’s why the Renegade sells. The problem is when it goes upmarket it immediately has to battle the Land Rover product line up and then gets battered as Land Rovers feel expensive and look good. They also have the brand name in Europe. Jeep can’t however make it on cheap cars alone. The cheaper they go the more damage they do to the Jeep brand for example would you buy a Luxury SUV from a company that makes the Renegade? They essentially hit the Land Rover dilemma which is do you chase volume or fat profit margins?

Land Rover has seen what happens when you take a premium brand like Rover down market and don’t want to go there. Things will get tougher here for Jeep when the new Defender goes toe to toe with a new number of Jeep products. 

I’m not saying Jeep can’t do well here I just think it will be tough.

 

20 March 2018

Increasing your sales by 2% in 2017 isn't that bad, 2017 was a tough year for the motor trade after all.

Jeep need to keep things cheap'ish, solid and realible it's the American way.

typos1 - Just can’t respect opinion

20 March 2018

“What some customers may not realise is how the great dynamics and interior can make a Jeep a great daily driver that can fit all your needs,”

 

Talk about underrating his customers! I'd counteract that by saying what Mr Hindes may not realise is his cars always come near the bottom of reliability suveys.

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Our Verdict

Jeep Wrangler

The Jeep Wrangler is the classic all-American heavy-duty off-roader. It is brilliant off road, but compromised on the tarmac

Find an Autocar car review

Driven this week