Jeep is nearly a worldwide phenomenon. With humble American beginnings, the brand has grown to become something larger than life, selling its off-road passion story to global audiences. The success is even found in the most unsuspecting market: Japan.
Japanese consumers are very loyal to their domestic auto industry. To reframe such sentiment, here’s a fact: Ferrari outsells Chevrolet in the country. Automotive News reports Jeep has taken a different approach to the market, and it’s paid off for the brand.
Although the figures aren’t Honda or Toyota-esque, Jeep sold 6,344 units through August 2017. In comparison, Chevrolet sold 373 vehicles. What helps Jeep’s success? The brand offers the right product, in the right format. The Jeep Renegade and Wrangler are the most popular, and both are built for right-hand-drive markets like Japan. The Renegade is also small, and fits on tiny Japanese streets quite well.
Additionally, though it may seem minuscule, FCA fits Japanese navigation systems to its Jeeps, too. And, Jeep adheres to Japan’s strict green-car regulations; Jeep models feature reworked powertrains to ensure they meet eco-conscious regulations.
Jeep isn’t simply importing its cars, it’s ensuring the product fits into a culture other American automakers have never truly understood.