New Delhi: Jeep is one of the most iconic brands across the globe without a doubt, to the extent that in India, it is still the term used to designate
SUVs in road signs. With a heritage of 85 years, the brand is strengthening its commitment to the Asia Pacific, including India, through its Strategic Jeep 2.0 plan.
This plan aims to improve customer confidence in the brand and is centred around virtues like relevance, durability, and long-term customer trust. The strategy is said to be made around localisation, customer-focused product initiatives, a stronger after-sales framework, and growing export capabilities. It will outline a phased and sustainable roadmap centred on relevance, durability and even long-term customer trust.
India is still an important market for the brand and is gaining importance in Stellantis’ Asia-Pacific operation, functioning not just as a key domestic market but also as a hub for engineering and software development. Through this setup, Jeep remains a cornerstone brand, backed by continued investments in manufacturing, supply-chain localisation, and improvements to the ownership experience tailored specifically for Indian customers.
Speaking on this, Shailesh Hazela, CEO & Managing Director, Stellantis India, said, “Jeep’s 85-year legacy is built on authenticity and adventure. Strategic Plan Jeep 2.0 lays out how we will sharpen our product strategy and strengthen the customer experience year after year, driven by deeper localisation, global product alignment, expanding our vehicle offerings, and programs that deliver real value. We are equally focused on taking care of our existing customers, ensuring they receive the support, service, and confidence they expect from Jeep. Success in India demands resilience and long-term commitment, and we are investing with that clarity to ensure Jeep remains a brand of pride and desirability.”
How will Jeep’s strategy look?
Jeep does have a six-pillar strategy guiding Jeep’s India roadmap, which includes India being at the core of vehicle design in the Asia-Pacific strategy, with the brand continuing to evolve as a premium and iconic SUV brand across the Asia-Pacific region.
Other strategy includes authentic products with global alignment, and from 2027 onwards, new products are set to be introduced. For now, the brand is going to stay with sustained momentum through refreshed models and distinctive special editions that reinforce Jeep’s heritage and desirability.
Jeep has a six-pillar strategy to penetrate the Indian market
Since 2017, Jeep has exported the Compass from its Ranjangaon facility to many global markets. Today, along with Compass, Meridian, and Commander are shipped to regions including Japan, Australia, and New Zealand. In the future, exports are expected to expand to select African and North American markets, further improving India’s role in Jeep’s global supply network.
The brand also wants to increase localisation levels to around 90 per cent from the current 65–70 per cent. Jeep wants to improve their owner community with the likes of expanded Jeep Clubs, experiential initiatives such as Jeep Trails and Camp Jeep, and city-level engagements.
Recently, the brand brought Jeep’s Confidence 7 programme, which now comes with pre-paid maintenance, assured buyback options, and extended warranty plans offering priority service and added benefits. At present, the brand is in just 70 cities with more than 85 sales and service touchpoints, and the brand is continuing network expansion opportunities to better accessibility and service readiness.
In terms of bringing updated products, it’s good news from Jeep as the Compass is getting kind of old and outdated in looks. The brand should upgrade the portfolio, bring cars that are available in the foreign market and cater to where the Indian market is. As a Jeep owner myself, the brand’s service has improved by miles, but they do have long miles to stride still, both in terms of touchpoints and the kind of service skills.
