During the launch of the Grand Cherokee Trailhawk launch in Las Vegas, Nevada, Jeep design chief Mark Allen said that the brand will not be expanding into lucrative markets like sports coupe and convertible SUVs, like many of its competitors.
Allen went on to say that in order to protect Jeep’s off-road specialist image, it must continue producing cars that are authentically Jeep, as this is key to maintaining its international popularity.
Allen admitted that defining the boundaries for Jeep was something that was being discussed internally, but concluded that off-road “authenticity” was vital, according to a motoring.com.au report.
“It can’t be a car that is styled like a Jeep, but has no off-road chops. Whether or not you use it or need it, you walked into my dealership, so you’d better be expecting that,” Allen explained. “Renegade can off-road up to a point, the Cherokee can do better than that, and certainly this [Grand Cherokee Trailhawk] can. Top of the heap is Wrangler Rubicon, and no-one beats that.”
In today’s market, many luxury SUV marques have branched out into the trending coupe SUV segment, with German carmakers like Mercedes-Benz and BMW offering products like the Mercedes-Benz GLC Coupe and BMW X6.
Jeep’s most direct rival, Land Rover/Range Rover takes that one step further with the Range Rover Evoque Convertible, the only offering of its kind in the segment.
Clarifying further, Allen underlined Jeep’s refusal to bow to trends. “I will probably sit that one out and watch it happen.” Referring to the Range Rover Evoque convertible, he said “They [Land Rover] will probably sell a few, but it’s a niche within a niche, wrapped within a niche.” He went on to say to fans of coupe SUVs that “if you are expecting that from me [and Jeep], you are going to be disappointed.”
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