Jeep Versus Range Rover


It looks like Jeep is gearing up to take on the Range Rover.

Fiat-Chrysler CEO Sergio Marchionne is quoted by Bloomberg Business as having said as much at the opening of a Alfa Romeo and Maserati dealership near Toronto the other week.

“When I see a Range Rover on the street, my blood boils, because we should be able to do a thing like that, and we will.”

Jeep seems poised to be able to take on some risks at the moment.  It has been one of the most successful brands under the Chrysler umbrella.  Since 2009, the global sales have gone up more than fourfold according to the article.  The demand for Jeeps on a local and global scale are at a high for the company.

Bloomberg spoke with a dealership owner who definitely wants Jeep to pursue the goal of having a direct competitor to the Range Rover.  “You put Jeep on the front of anything right now and you’re OK,” he said.

Despite the uphill struggle that Jeep would have to position itself against Range Rover, Jack Nerad, an analyst at, thinks it may be possible.  “But Jeep is unique.  There’s really no substitute for it in the market and that puts them in a pretty good position.  There’s a lot of opportunity there.”

Do you think it is time for Jeep to compete with Range Rover?

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