Wednesday, January 09, 2013
By Anil Jangid
Fiat kicks off Jeep brand building in India silently
It is after a long spell of no activity that the Italian car maker Fiat is all set to set things in motion this year. Though Fiat will stick to its present line up – Fiat Punto and Fiat Linea, it will be launching its owned brands in the country. In a recent revelation, it is reportedly known that Fiat has started introducing the Jeep brand in the country and has sponsored a south Indian TV program. It is quite expected as the car maker will be launching Jeep cars in the country in the second half this year. This brand building exercise is seen as a necessary move as India has heard of the Jeep cars but is little aware of the brand. It is though striking and nobody expected that the launch of the brand and brand building exercise will be so silently triggered.
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As per the announcement and the way ahead this year, Fiat had announced that it will be launching the Jeep brand unit of its Chrysler brand and the first vehicle launch will be the Jeep Wrangler SUV. This SUV will be followed by much refined and urbane SUV Grand Cherokee. It is expected that where the Wrangler will be focusing those who wish to have some rugged SUV in their stable while the Grand Cherokee will be targeting those who wish to have a blend of luxury and sportiness.
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The price of the Wrangler and Grand Cherokee will be in the range of Rs 35 lakh to Rs 40 lakh and these will be straightaway having a duel with BMW X3, Audi Q5, Land Rover Freelander 2, Volvo XC90 and others. This said the car maker will be fighting with big wigs in the segment and all these cars have well settled themselves in the segment.