Many fans shared on social media platforms, saying that they had recently been brushed by a "macho fan" Wrangler, and the favorability brought by "Contrast Cute" soared. After searching, it turned out that Jeep had recently launched the Wrangler Heights Bahamas Beach Powder Special Edition. The new car is pre-priced at 509,900 yuan, and the full body pink livery is super eye-catching. This can't help but be reminiscent of the Wrangler Whose three batches of pre-sales were sold out in half an hour at the end of last year, the Alaska Aurora Green Special Edition, and the first batch of pre-sales of 200 units + 250 additional Wrangler 4xe, the popularity of the Jeep brand in China can be seen.
However, at the same time, the February production and sales report released by GAC Group showed that GAC FCA's production and sales were sluggish, and GAC FCA's main brand was the Jeep brand, which led to many voices questioning the possibility of GAC FCA delisting and Jeep abandoning the Chinese market. However, after combing through the corporate trends of GAC FCA and the product actions of the Jeep brand, he found that this is completely nonsense, and the obscure GAC FCA Jeep is actually seeking an inflection point to break the situation.
GAC FCA's battle to break the game: optimization at the operational level
Looking at the various actions of GAC Group and Stellantis Group to GAC FCA, it is not difficult to find that "parents" attach great importance to GAC FCA, and have repeatedly "transfused" in recent years to boost GAC FCA's sales and development from all aspects. Especially in the middle of last year, Mu Anze, who has rich industry experience, took office as the president of GAC FCA, and was fully responsible for the operation and management of the Jeep brand in the Chinese market.
Mu Anze optimizes from the operational level, and the most important thing is to improve the profitability of GAC FCA in order to achieve healthy and sustainable development. From talking about sales figures to talking about profit growth, we can see that GAC FCA is becoming more pragmatic. Specific to the action, GAC FCA from two directions to adjust, one direction is to reduce costs, for the centralized transfer plan for production capacity can more effectively improve the capacity utilization rate, in the second half of last year, GAC FCA has announced the transfer of production lines, further reduce the operating costs of enterprises and improve the management efficiency of joint ventures.
The other direction is to increase efficiency, turning Jeep's deep brand heritage into a huge historical wealth and attracting the attention of a new young group. Chinese consumers have great feelings for Jeep and have a high degree of recognition of the Jeep brand, which is a strong support for Jeep to deeply cultivate the Chinese market and other brands cannot match.
Jeep counter-offensive battle: products in the new year, embracing electrification
GAC FCA Jeep is accelerating product renewal and introducing more new cars to meet the needs of Chinese consumers. For example, Jeep introduced the Wrangler 4xe model in North America last year, which not only met the needs of loyal fans, but also won the favor of consumers at the brand level, that is, Jeep understands and respects the needs of Chinese users. Of course, Jeep also built a new commander & new commander e model based on China, which accelerated the pace of new car launch through product renewal and rapid introduction of new energy models.
Brother Reel learned that GAC FCA will also introduce a gladiator pickup truck in the near future, which is the only medium-sized convertible off-road pickup on the market, which has a leading edge in design and performance. In addition, Jeep's first pure electric product is also expected to enter the domestic market in the future. The currently known news is that Jeep's first pure electric SUV will be officially released in the first quarter of 2023, and the car will adopt the Jeep family-style design language, which not only maintains a high degree of recognition but also has a strong sense of sportiness, aimed at people who like hard style pure electric SUVs. It is worth mentioning that this pure electric SUV is based on the electrification platform, rather than the "oil to electricity" model. In terms of domestic models, the new guide and free light that consumers are more familiar with will also be introduced.
Jeep brand reversal battle: in addition to off-road, safe, reliable and more trustworthy
Looking back at the development of the Jeep brand in the Chinese market, after the establishment of the GAC FCA joint venture, it not only quickly launched a number of hot models, rapidly expanded the product line, but also reversed the consumer's impression of the condition of the Us-series car. In 2021, J.D.Power released the China Vehicle Reliability Research Report, and GAC FCA ranked first among mainstream car brands, and its product reliability was professionally recognized.
From the market reputation can also be seen in the end, Jeep's big commander, guide and other models have fewer complaints and higher praise. Adhering to high quality and working hard in terms of safety performance, the Jeep brand makes Chinese consumers feel the sincerity of its car manufacturing.
In addition, GAC FCA proposed the "One Jeep" plan, which integrates the two concepts of Jeep's imported car and domestic car to face Chinese consumers with a unified image. As we all know, as the originator of SUV models, the Jeep brand with an 81-year history is undoubtedly one of the most recognized American brands in China, on the basis of which Jeep continues to strengthen the brand's off-road genes and deepen its brand connotation is more easily accepted by consumers.
"Mountains have peaks, and the sea has other shores; long journeys, there will eventually be turns." Even if the current encounter in the trough of the development cycle, affected by the epidemic and having to adjust the production rhythm, GAC FCA not only actively adjusts the organizational structure and cost structure at the operational level, but also accelerates the introduction of new cars at the product level to further enrich the product lineup and accelerate the layout of electrified products, all indications show that GAC FCA will not delist, jeep brand will not withdraw from the Chinese market, but continue to vigorously invest in the development of its unique SUV market.