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When automakers need a name for a new model, the process usually takes years of thinking and focus groups, not to mention legal revisions, but Jeep President Christian Meunier said it was a little quicker for the Grand Cherokee L, the first three-line model has been offered in over a decade.
“We probably hesitated 30 seconds before we decided to go to the Grand Cherokee,” he joked with FOX Business.
The Grand Cherokee L is a brand new model that fills a gap in programming that has been empty since the Commander was discontinued in 2010. Like that SUV, it shares a chassis with the five-passenger Grand Cherokee, a new version of which is also coming later this year.
“There were some discussions internally, but they were very short. Everyone was obviously convinced that he was a Grand Cherokee and that it was the right thing to do, ”said Meunier.
| Ticker | Safety | Last | change | Change % |
|---|---|---|---|---|
| FCA | FIRST TR EXCH TRADED ALPHADEX FD II CHINA ALPHADEX FD | 29.64 | +0.28 | + 0.95% |
The Grand Cherokee was the best-selling model of the Jeep in 2020 with a 60% loyalty rate, and the head of Jeep in North America, Jim Morrison, expects the L to take advantage of this by keeping current owners of the Grand Cherokee in need for three rowing vehicles while attracting others looking for a large vehicle with more off-road capability than the competition offers.
“We think a lot of people will be attracted to the new Grand Cherokee, with the three lines opening up a lot of new customers for us,” said Morrison.
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The Jeep brand is coming out of its best December ever, with the pickup Wrangler and Gladiator each hitting all-time records, and Morrison thinks the fatigue of the lock definitely played a role, as buyers connect with the image of freedom that Jeep leans.
“We have built this brand over 80 years, and these customers are attracted to our brand and the overall health of our brand is at its peak because of, you know, part of what we go through with our brand, and this is the part of the adventure for freedom, “he said.
Both executives expect the momentum to continue in 2021, when they will also launch SUVs with three-row Wagoneer and Grand Wagoneer trucks, which are even larger than the Grand Cherokee L and will move the Jeep to another segment, where Meunier expects nine in each. 10 buyers are new to the brand.
JEEP GRAND WAGONEER RETURNS AFTER 3 DECADES
“Customers are different. There are very few cross-purchases between segments. The size of the product is different. The functionality, the tooling and the price are very different ”, said Meunier.