Originally Posted by Robo_70
im just hoping I have a good experience, seeing too many horror stories on Jeep Aus facebook page of late ( some entertaining reading there guys !) . Some serious complaining and product bashing going on there and as you say it seems Jeep are not positioned to deal with their success !
Robo and others,
I to have been chasing Chrysler for some answers on the 2014 Jeep Grand Cherokee and particularly the Summit model and I would have to agree that AU seems to be scared of intoraoducing this model here, for what reason I don't know but I seem to think there is some left over agreement with the previous owners MB where Chrysler will not compete directly with ML in the SUV range which the Summit will do.
I have attached some emails I have had with the Zac the Production Planning Person in Chrysler Victoria, Sam the Sales and Marketing Director and Clyde the CEO.
If you agree, maybe we can put pressure on Chrysler to include the Summit model which is a real cracker, I have seen it in the flesh whilst in the States when it was launched earlier this year.
Let me know what you think........Regards, JosephR
Copy of Email ----------
From: Joseph Rau
Sent: Tuesday, 26 February 2013 4:34 PM
To: 'Zac Loo'
Subject: RE: Jeep Grand Cherokee Summit - 2014
Thank you very much for taking the time to call me today, I really appreciate that your company values the input of potential customers, many do not.
I have had a look at the link you have sent and I can understand your comments and concern about the positioning of the Summit version, but really the overland does not look as good as the Summit and looking at the feature list I sent to Sam, there are quite a few differences.
Given what you said about the positioning of the three models, Overland, SRT8 and Summit, I really do believe that there is room for all three in this way:
1. The overland is a great package for the person who wants that bit or luxury but still wants to retain the ability to do some serious off roading from time to time. It is positioned up against the Toyota Prado’s, Mitsubishi Pajero, and Nissan Patrol. The Overlander has a good combination of features and sits squarely in the pack for value for money, great and with the new looks you can make hay while the sun shines.
2. SRT8, now this is a different kettle of fish than the above, it’s the muscle machine of the SUV market, performance, style and features that stack it up against the thoroughbreds of the industry, ML63, BMW X5 50i, Audi Q7’s, and really these buyers don’t go off road…..much. The tyres won’t let them anyway. This package has all the hall marks of a game changer, offered with a great support package, prestige servicing, roadside assistance, guarantee buyback program, track days, maybe an F1 interlude, what a great marketing opportunity to attack to big boys in the game and at a price that is more affordable. Sheer exhilaration!
3. That leaves the Summit, well from what I can see there is a gap in your AU strategy, why……………well I think with the Overland model you have catered well for the average 4x4 enthusiast and the SRT8 has the performance end covered, but if you have noticed, there has been a growing market for what the market calls “The Luxury SUV Market” and this has also been reported in the papers and many magazines in recent times. This part of the market is focused on those customers who are not really going off road, they are looking for a status symbol, that is why they buy ML350’s, BMW X5 30d’s, Audi Q5’s with Diesel engines because they thing they are doing something for the environment. The key here is looks, features, style, character and quality craftsmanship, all of which the Summit offers. Price, is not the issue and it is how you package and present this model up that will determine your success. I would only offer it in the Diesel version but again position it along side of the SRT8, it is the Luxury version of the SRT8. Maybe you could even bring the two together leverage one off the other so you don’t loose customers to other marques because the Overland just doesn’t cut it and you don’t want to drag the Overland into this space as it won’t compete.
Zac, as you can see, I am very happy to help you with your strategy going forward, I have a long pedigree in marketing of consumer IT products, this may not be in the motor industry but product positioning and marketing was my speciality. Please don’t think that I am trying to tell you what to do but simply to highlight that there is a wonderful opportunity for you and your company to really cement a market position in the Luxury SUV market that will have the others gasping for breath.
I look forward to speaking to you again, soon I hope, and if you wish me to work with you on the positioning and sell, get prices, do comparisons, get opinion and feedback, happy to do so.
Sent: Thursday, 7 March 2013 8:38 AM
To: Zac Loo ([email protected]
Subject: 2014 Grand Cherokee
Have a look at this review, worth a read and supports argument of the Summit model coming here to Australia.
2014 Jeep Grand Cherokee: Explaining the Trim Levels - KickingTires
…………………and this is what I am after, have a look at the Summit and you can see what I am on about after seeing it in the flesh earlier this year at the motor show in the US..
Just imagine how much damage Chrysler could do to the luxury SUV market with this model in your line up, it really looks the part. Looks much classier than the Overland.
2014 Jeep Grand Cherokee| Fuel Efficient Luxury SUV | Jeep
This is the Summit in white…………….doesn’t it look good? The wheel arch treatment, the bumper and lights all work very well. The designers have done a great job.
2014 Jeep Grand Cherokee EcoDiesel First Drive
and the eco diesel to boot……….how could it not be a winner?
2014 Jeep Grand Cherokee EcoDiesel V-6 First Drive – Review – Car and Driver
Have a look at this You Tube clip, it shows the Summit Diesel……………….
2014 Jeep Grand Cherokee Diesel 0-60 MPH First Drive Review: Jeep Week video # 5 - YouTube
And to round things off…………………..have a look at this review and the specific comment about the Summit, that the Diesel version is the place to be and stacks up against the Euro’s…..
“On the other hand, with the new Summit model being so desirable, perhaps this is one of those occasions where it might pay to step up and tick all of the boxes. After all, when you compare the totally loaded diesel-powered Summit at $67,140 to a similar spec Mercedes ML or BMW X5, the Jeep becomes a deal and a half (probably around $15k or so less).
Perhaps the wise choice would be to reach for the Summit (so to speak) and simply spread out your purchase payments and plan to keep the vehicle for an extra year or so. After all, the diesel power plants are known for their longevity and history dictates that there’s always a line up for a good used diesel when it comes time to move on.”
2014 Jeep Grand Cherokee First Impressions Editor's Review | Auto123.com