Skip advert
Advertisement

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.

Advertisement - Article continues below

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.”

Skip advert
Advertisement
Skip advert
Advertisement - Article continues below

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…

Skip advert
Advertisement
Skip advert
Advertisement

Recommended

Watch out G-Class: new Jeep Wagoneer S Trailhawk concept previews off-road focused variant
Jeep Wagoneer S Trailhawk concept front 3/4
News

Watch out G-Class: new Jeep Wagoneer S Trailhawk concept previews off-road focused variant

Never one to ignore its heritage, the Wagoneer S’s sleek style gets a rugged overhaul
31 May 2024
New 600bhp Jeep Wagoneer S to rival Audi SQ6 e-tron
Jeep Wagoneer S - studio front
News

New 600bhp Jeep Wagoneer S to rival Audi SQ6 e-tron

One of the fastest, sleekest and most luxurious Jeeps ever offered in Europe will be an EV
30 May 2024
All-new Jeep Wagoneer S electric SUV revealed almost in full ahead of 30 May debut
Jeep Wagoneer S 2024 teaser
News

All-new Jeep Wagoneer S electric SUV revealed almost in full ahead of 30 May debut

Jeep’s new 592bhp flagship SUV does 0-60mph in 3.4 seconds, and arrives in the UK in 2025
23 May 2024
Jeep brings four hardcore 4x4 concepts to Moab for 2024 Easter Jeep Safari
2024 Jeep Easter Safari - header
News

Jeep brings four hardcore 4x4 concepts to Moab for 2024 Easter Jeep Safari

The series of vintage-inspired concepts includes a V8-powered Wrangler and a Wagoneer SUV modified for extreme camping trips
26 Mar 2024

Most Popular

No more EV! New BMW X3 gets petrol, diesel and PHEV power only
BMW X3 - front
News

No more EV! New BMW X3 gets petrol, diesel and PHEV power only

The all-new premium BMW X3 SUV has a sharp new look and cutting-edge tech, but no iX3 EV this time around
18 Jun 2024
New Citroen C3 Aircross gets seven-seats to fight Dacia Jogger, plus £25k pure-electric version
Citroen C3 Aircross - front reveal
News

New Citroen C3 Aircross gets seven-seats to fight Dacia Jogger, plus £25k pure-electric version

Citroen has somehow managed to cram seven seats into its new compact SUV, although the pure-electric e-C3 Aircross is only available with five
19 Jun 2024
Ford Explorer review
Ford Explorer 2024 - front
In-depth reviews

Ford Explorer review

Ford’s long-awaited electric SUV drives well, has some neat touches and impresses for efficiency
21 Jun 2024