Jeep gets priority billing

Jeep has been anointed Chrysler Fiat Group's international priority brand in the Asia Pacific (APAC) region markets... And that means Australia.

Speaking at this week's special background briefing on new Chrysler Group products in a freezing Detroit, APAC and international product planning head, Steve Bartoli, told motoring.com.au the iconic off-road brand would be the focus of the company's efforts in the region.

"We are focussed really on the Jeep brand right now. And we're making sure we fill all the cubby bins with the right Jeep products. That is our number one priority," Bartoli said.

"We really want to focus on the Jeep brand and take that global," he added.

Accounting for around 70 per cent of the group's volume Down Under (and similar proportions internationally), Jeep sales have grown strongly in the last two to three years with the success of the Grand Cherokee and continued popularity of Wrangler models.

In 2014, volumes are expected to take another step forward with the arrival of the all-new Cherokee. The outgoing version of the medium SUV was essentially sold out in Australia by early 2013 and hence did not contribute in any meaningful way to the group's record volumes.

However, it appears the focus on Jeep will come at the expense of developing the Chrysler or Dodge brands Down Under.

Indeed, Bartoli suggested any expansion in the local Chrysler or Dodge line-ups would be tactical additions rather than substantive development of the brands.

"We are more opportunistic with the Chrysler and Dodge brands and it [the Australian model line-up] will depend on what's going on -- those brands are really focussed on NAFTA [North American market]," Bartoli explained.

"Depending on what the NAFTA teams are doing we will look at whether it [the model] applies to that market or this market. It's not our number one priority to drive the Chrysler brand [outside of the USA] and quadruple our market share," he said.

Potential local entrants under the Dodge brand include the Challenger muscle-car, Dart small sedan and Durango seven-seat SUV. The latter is based on the same mechanicals as the Grand Cherokee, however, neither car is currently built in right-hand drive.

Although Bartoli steadfastly refused to comment in detail on new product, he did hose down any prospect of Dart or Durango RHD programs in the short term.

"I'm not going to comment on Durango or Dart. The other things [models] will come in time...

"There's certainly a market for seven-seat vehicles in Australia but we haven't decided if we will enter it," Bartoli dead-batted.

No news from the international product planning boss either on a local outing for Chrysler's all-new 200. The new mid-sized sedan will debut at next month's Detroit auto show.

Bartoli dismissed concerns that brands like Dodge were vulnerable as one-car makes in markets like Australia.

"Clearly we're in transition right now with the whole Alfa, Fiat and Dodge brands and I just don't want to shut off the lever for no good reason. We're selling them [locally], we'll keep going for a while and see how it pans out," he stated.

"They will have future... We not going to walk away from them," Bartoli said.

Read the latest news and reviews on your mobile, iPhone or PDA at carsales' mobile site...

Don't forget to register to comment on this article.