Jeep: ‘We messed up’

The global boss of Jeep, Christian Meunier, has admitted the brand has made mistakes in the past, but believes Australians will fall back in love with the adventure brand and send its sales into orbit.

These were among many take-outs from an extended interview with Australian media in which Meunier promised that an improved ownership experience will see buyers rush back into Jeep dealerships.

“We messed up, we’re fixing it, and we’re going to take care of you,” Meunier said of the Australian market.

The car-maker is working on repairing its relationship with disgruntled owners of vehicles like the current Jeep Grand Cherokee, which has been plagued by reliability issues and a record number of vehicle recalls.

Meunier said this would be achieved through improved vehicles – including the incoming fifth-generation Grand Cherokee – and a better relationship with Jeep owners.

“We need to treat the customers well, take care of them and whenever there is an issue they need to be heard, they need to be listened to,” he said.

“And I think if we do those things, the sky’s the limit for Jeep in Australia, that’s really what I believe.

“And I sincerely believe it. It’s not bullsh*t.”

Back in 2014 Jeep sold just over 30,000 vehicles in Australia, with the Grand Cherokee accounting for more than 16,000 of those. But as the flagship SUV’s reputation tanked, it took the brand with it and, despite a 4.1 per cent uptick last year, Jeep’s overall sales still totalled less than 6000 units in 2020.

There was also previously litigation involving former senior management that saw Jeep in the headlines for all the wrong reasons.

“If the management is there and does the right thing, behaves the right way, and makes sure the product is adapted to the market, I don’t see any reason why we couldn’t grow and become a very strong brand in Australia again,” said Meunier.

The former Infiniti global chief said he wants Jeep to reach five per cent market share in due course, which is around 50,000 annual sales and would see it comfortably land a position among the top 10 brands in Australia.

However, a 770 per cent growth spurt (based on last year’s result) will clearly not happen overnight.

“It’s all about the customer experience. I think Jeep – the product – is great, the [ownership] experience should be great as well. I think if we do both things [we can achieve high sales],” Meunier said.

“The brand is solid … the research shows that Australians love Jeep, they love the brand, they like the product but there were some issues that we’ve fixed and we’re keeping really focused on fixing the product and making it very, very appropriate for the market.”

Meunier’s confidence is clearly buoyed by the new 2021 Jeep Grand Cherokee that will be offered with seven seats for the first time and with petrol and plug-in hybrid powertrains.

Jeep will also bring prototype versions to Australia to finetune the vehicle for local conditions.

That said, the global chief confirmed to carsales there will be no diesel engines offered with the new-gen Grand Cherokee.

Other high-profile models, including the Jeep Grand Wagoneer flagship SUV and V8-powered Jeep Wrangler Rubicon 392, are unlikely to be sold here.

The brand’s local managing director, Kevin Flynn, said dealers and showrooms are already seeing positive changes following the implementation of more affordable servicing and parts along with its ‘there and back’ five-year warranty.

“We’re all going in the right direction,” he said.

“They [dealers] are very, very happy with the turnaround. Their business has already turned around from a profitability point of view. Already turned around.

“The turnaround strategy is what we live by. Despite COVID we didn’t take our foot off the gas.

“The dealers are forwarding orders for stock and customer spec. Every single Wrangler that arrives doesn’t touch the ground. I’ve got to say it’s very healthy for us right now.

“We’ve just got to build on that as we go through 2021.”