I don’t see too many Jeeps in Korea so it will be interesting to see if their marketing strategy works:
FCA Korea president Pablo Rosso talks to The Korea Herald at his office in Seoul. (Chung Hee-cho/The Korea Herald)
The boxy and powerful Jeep sports utility vehicles have appealed to tough, adventure-seeking motorists with rather masculine exteriors for more than seven decades.
And despite the global trend for family-friendly and female-friendly SUVs, Jeep has no intention of changing its image, the U.S. carmaker’s Korea head told The Korea Herald.
“If I start selling Jeep as a family car, we would lose our personality, and believe me, we will lose sales,” Pablo Rosso, Korean market president at Fiat-Chrysler APAC, said in a recent interview.
“What people like about Jeep is that dream, that muscularity, that passion and authenticity of the dream of adventure. So that is the value that we stand for.”
And as a part of that authentic Jeep image, the company is highlighting its masculine and daring side with its newest compact SUV, the Renegade.
The boxier design creates a stark comparison to its predecessor Cherokee’s fluid and modern exterior, and is seen as a declaration from the carmaker of a retro direction.
Rosso thinks this masculine look appeals to women who defy norms and want powerful cars. [Korea Herald]
You can read the rest at the link but since being offered for sale in September, the Jeep Renegade sold 300 vehicles that month.
