Gasgoo.com (Shanghai April 14) - Earlier this week, the Chrysler China Sales Company held a conference in Beijing to announce its new market strategy. Zheng Jie, the company's president and general manager, stated that due to the Chinese release of the Jeep Grand Cherokee and Wrangler this year, Chrysler had gained a significant enough foothold in the Chinese SUV segment to deal with Japanese and German competitors. Ms. Zheng said that Chrysler will continue bringing new Jeep models in the hope that one day Jeep will become China's richest SUV brand.
Jeep and Chrysler admittedly have no choice but to accept the current dominance German and Japanese SUVs hold over the market for luxury SUVs. Chrysler currently only offers the new generation Jeep Grand Cherokee and Wrangler, as well as the Dodge Navigator, Journey and Caliber SUVs in China.
Sources within Chrysler said their Chinese product line restructuring should be completed next year. The company is confident in their prospects, having set prospective 2014 goals of 500,000 North American sales and 70% global market coverage.
Chrysler reported Chinese sales of its imported vehicles rising 90 percent in the first quarter, with total sales exceeding 9,000 units. Following this month's Auto Shanghai 2011 car expo, Chrysler will also bring over two brand new Jeep models to China.
"In line with the diversification of consumer demands in the market, growth in the SUV market will continue to be place well above that of other vehicles," Ms. Zheng said. She added, "Jeep, being the forefather of the modern SUV, is and has always been one of the few long-lasting brands in the market. Chrysler's goal in China is to allow Jeep to become one of the mainstream SUV brands."
