Jeep to attack UK and European markets in 2018 after doing “lousy job” in 2017

Jeep boss Sergio Marchionne says he’s “really ticked off” about European sales in 2017 but he has big plans in the future

2018 Jeep Cherokee front quarter action

Jeep is planning another concerted assault on the European market after posting 2017 sales figures described as “shameful” by Fiat Chrysler boss Sergio Marchionne. 

Growth of only two per cent in 2017 in Europe contrasted poorly with performance in the rest of the world. And now Marchionne has decided to act. The newly facelifted Jeep Cherokee, revealed at the Detroit Motor Show, and new European boss, Jeff Hines, will aim to give the US brand a renewed sense of momentum.

New 2018 Jeep Chreokee revealed 

Jeep’s sales globally were flat in 2017, with a deliberately managed reduction in fleet volume in America partially to blame. But it performed well in some global regions, rising 44 per cent in Latin America and 36 per cent in the Asia-Pacific market.

However, Marchionne told Auto Express: “We have got to be very careful we don’t start believing our own press story here. Let’s build the brand. Have you seen the numbers? We were up 46 per cent in Latin America and up 2 per cent in Europe. That is a shameful number for Europe and a number I am really ticked off about.” 

Jeep Renegade - front action

“We are going to start a very thorough process. We have a new head of Jeep in Europe [Jeff Hines] and Mike [Manley, the UK-born global boss of Jeep] and me are going there at the end of this month. We need to get the machine started.”

Marchionne was baffled at the performance, given the explosion in SUV sales in Europe. “The market is up and we should be doing a lot better. We are just not getting our share. You need to have a very focused approach to get this brand in there and we have done a lousy job. I am telling you honestly – I am not pleased.

“If you look at the numbers for the Cherokee in Europe – this and the Compass are the biggest segment – we haven’t done very well. I am running out of patience. We have to get it done.” 

Marchionne did see a glimmer of hope, however, with the updated Cherokee offering lots of potential and the Renegade proving Jeep can sell in Europe. “I think the values that are embodied in Jeep are equally relevant to Europe and the US. Renegade has been a huge success in Europe. We can use the same methodology for Renegade to apply to this car [the Cherokee] and Compass.”

Meanwhile, Marchionne confirmed the Wrangler pick-up will be launched in 2019.

Do you think Jeep can finally hit the big time in Europe and the UK? Let us know in the comments…

Recommended

The scariest cars we've ever driven
Scariest cars we've ever driven - header image
Best cars & vans

The scariest cars we've ever driven

The Auto Express team have cast their minds back to the scariest cars they’ve had to endure
31 Oct 2023
New Jeep AI technology to aid off-roading
Jeep AI technology
News

New Jeep AI technology to aid off-roading

Jeep is looking to autonomous driving to further off-road capability
31 May 2023
New Jeep concepts celebrate Easter Safari event
Jeep Moab Safari concepts - train
News

New Jeep concepts celebrate Easter Safari event

The concepts won’t make it to production, but they do show what technology Jeep is playing around with
30 Mar 2023

Most Popular

‘Forget leasing a car, a cut-price van should be your next everyday vehicle’
Opinion - Fiat Scudo
Opinion

‘Forget leasing a car, a cut-price van should be your next everyday vehicle’

With some huge savings to be had, Mike Rutherford thinks a van could be the perfect vehicle
3 Dec 2023
New Renault 5: price, specs, launch and on sale dates
Renault 5 EV concept at 2022 Goodwood Festival of Speed
News

New Renault 5: price, specs, launch and on sale dates

Renault’s reborn Renault 5 will start from €25,000 in Europe, suggesting a circa-£30k price in the UK. It's due on sale in the summer of 2024. Here's …
1 Dec 2023
Deal of the Day: Spacious Skoda Superb is a peerless estate for £223 a month
Skoda Superb Estate - front tracking
News

Deal of the Day: Spacious Skoda Superb is a peerless estate for £223 a month

The Superb is one of our favourite estates and our Deal of the Day for Monday 4 December
4 Dec 2023