As of this week, new Jeep products are officially being sold in India. Due to the brand’s relative obscurity in the country, Fiat Chrysler has the opportunity to position it however they’d like – so they’re touting their products as luxury goods.
Speaking to The Detroit News, FCA India President and Managing Director Kevin Flynn said Jeep will be positioned as ““capability through the lens of luxury.” In order to support this high-end image, Jeep has arrived in India with some of expensive products: the Wrangler Unlimited, Grand Cherokee and Grand Cherokee SRT.
Eventually Jeep will expand in India and offer more affordable, run-of-the-mill products, but it must first establish a sales, distribution and service network capable of supporting the operation. According to Flynn, FCA plans on opening 10 showrooms in nine difference Indian cities before year’s end.
“Our intent is to set up our dealer and service network that will have longevity and robustness,” Flynn said. “We recognize that India gives us an enormous opportunity to tap the growing SUV market.”
The Wrangler Unlimited will cost about 7 million Indian Rubees ($100,000) in India, while the Grand Cherokee SRT will command 11.2 million Indian Rubees ($167,000). By comparison, the Wrangler Unlimited starts at $27,700 in the United States, while the Cherokee SRT starts at $66,000.