Australia Jeep Head Says Brand’s Marketing Message Needs Reboot

By Detroit Steel - October 25, 2016

bought-a-jeep

So, what exactly is the true brand message for Jeep in 2016?

Well, I guess that might depend on who you ask, especially given the addition of vehicles like the Renegade .

If you ask Steve Zanlunghi, the new CEO of Fiat Chrysler Australia, he’s pretty clear on what he thinks Jeep shouldn’t be. And I’m betting most here at JK Forum are in total agreement. The boss of Fiat Chrysler’s Australian arm contends that the marketing strategy for the brand in the Land Down Under has gotten away from the nameplate’s roots, which he says has had a negative impact on Jeep sales in Australia.

In reference to spots like the “I bought a Jeep” ad below, Zanlunghi says that Jeep is “not a cute brand, it’s not a funny brand, it’s not luxury, and it’s not pretentious.” He goes on to say what Jeep actually is: “adventure, passion, freedom, and authenticity.”

Glad to hear that you get it, Mr. Zanlunghi. Because the idea of Jeep getting away from its roots is a pretty scary thought for us here at JK Forum.