Originally, when it comes to hardcore off-road vehicles, most people first think of the Jeep brand, whether it is the Grand Cherokee or the Wrangler, there are a large number of fans, in view of the imported car in the domestic market has a good market performance, Fiat Chrysler Group intends to localize the Jeep brand, by reducing costs to create better sales results, so in 2016, with the GAC Group joint venture set up a gac FCA joint venture company, intensively launched the guide, free light and free man three SUVs, In the same year, it achieved an annual sales result of 180,000 units, and in 2017, the Jeep brand went further, creating an annual sales data of 220,000 units, when people thought it would sing all the way, but did not want to in 2018, Jeep went to the 315 party, "burning oil to extinguish" was very loud, after this time, the Jeep brand was "stagnant".
At first, GAC FCA did not realize the seriousness of the problem, under the slow action, missed the best time to save the reputation, although later the 140,000 cars in question were recalled, but the trend has gone, GAC FCA has been unable to return to the sky, in the same year, the annual sales of the Jeep brand fell to 125,000 units. Jeep later launched the Big Commander, but still can not recover the decline, after 3 years, Jeep brand sales deteriorated, by 2021, its annual sales have fallen to 20,000 units, many people think that 2021 is the Jeep brand 'darkest moment', predicted that in 2022 its sales will bottom out, in fact?
In January 2022, the sales of the Jeep brand was 686 units, in February 2022, the sales of the Jeep brand fell to 134 units, to know that this is not the sales of a model, but the sales of a brand, it can be said that Jeep really ushered in the "darkest moment", if it is still inactive, it may step into the footsteps of Suzuki Motors, Renault, and have to withdraw from the Chinese market, needless to say that the Jeep brand, even Fiat can not adapt to the domestic market, The same high-level will formulate similar development strategies, and under the cover of a leaf, how to talk about development?
In the process of responding to the crisis, the Jeep brand is not very in place, with the rapid change of technology, each brand will inevitably encounter various crises, Honda, Toyota, Volkswagen, BMW, Audi, Mercedes-Benz in recent years are also frequent problems, they will try to do everything possible to deal with the crisis, from public opinion to after-sales, all aspects of the force, for example, Volkswagen's 2021 PUBLIC RELATIONS marketing costs of 180 billion, "technology Honda" for 80 billion, "control BMW" for 90 billion, " Luxury Mercedes "for 80 billion ... You know, not to erase the crisis is very scary, through the technical upgrade to solve the defect is a very long process, such as Volkswagen's EA888 engine burning oil, it solved this problem through the replacement of three generations of products, and now BMW's B48TU engine also began to burn oil, this is the new technology application after the possible defects, and technology upgrades have a lag, for those problematic cars should be how to deal with? The slightest carelessness is doomed.
Back to the Jeep brand. At present, it has more than 2,000 employees and an annual production capacity of 164,000 units, equivalent to 13,600 units a month, while in February, it only produced 35 cars, and the capacity utilization rate was less than 1%, is it more uncomfortable than stopping production?
With the sudden rise of new energy vehicles, it is bound to plunder the market share of fuel vehicles, those brands that are not developing well will be more difficult, and the current signs of delisting are GAC Acura, in view of the recent development of the Jeep brand, there is not much time left for it. So, what do you think about the Jeep brand?