Jeep Looks to Replicate the Wrangler’s Sales Success for Europe
As the Jeep Wrangler celebrates one of its best sales years ever in the U.S., Jeep is hoping to boost the Wrangler's sales in Euorope
The Jeep Wrangler is experiencing unprecedented sales success so far this year. Not only did it celebrate its best sales month ever back in March, but it went on to surpass that record in April, with a total of 29,776 units sold in that month alone. So far this year, Jeep has sold a total of 133,492 Wranglers in the U.S., a sales increase of 35 percent.
While the Wrangler is undeniably on fire stateside, it’s always had some difficulty finding a following in Europe. Jeep is aiming to change that with its latest generation of Wrangler models.
Last year, Jeep sold 190,522 Wrangler models in the U.S. By comparison, Jeep only sold 3,670 Wranglers in Europe during 2017.
Jeep has an established, rugged brand identity that has appealed to American motorists for decades. European drivers have not experienced the same exposure to Jeep, resulting in less brand loyalty.
Yet, Jeep has recently encountered a brand revitalization throughout Western Europe. Jeep sales are up by 70.5 percent throughout the region, resulting in 85,930 Jeep vehicles sold.
These European consumers are mainly sticking to Jeep’s larger crossovers and SUVs. There is, however, a potential market for the Wrangler.
Jeep’s latest version of the Wrangler can achieve a far superior fuel economy than its previous models. The two engine options Jeep offers in Europe, a 2.2-liter diesel engine and a 272-horsepower gasoline motor, capitalize on this efficiency.
What could potentially hurt the Wrangler’s sales in Europe is the vehicle’s price tag. When the model is released in Britain this September, it will start out with a price of 44,000 pounds, the equivalent of $58,000. That’s a much heftier asking price than the American MSRP of approximately $30,000.
Even with these barriers in place, analysts expect the Wrangler to achieve European sales of between 10,000 and 12,000 units by the end of this year. While that’s nowhere near 190,000 Wranglers, it’s certainly somewhere to start.
News Source: Forbes