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Jeep® Is Sending Its New Small Avenger To Australia!

Subsequent to its world premiere nearly one year ago, the Jeep® Avenger (JJ) is now gearing up for launch in Australia. The brand’s first battery-electric (BEV) production model and their smallest vehicle yet will arrive in “down under” in 2024, though interested parties can already register on the official Jeep Australia website and to secure … (read full article...)

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The big question here for me, is it wise to use the Jeep brand to widen the brands reach, especially in global markets or limit that reach to the detriment of global market expansion and the Stellantis business model?
Is there any strategy to bring this Avenger to North America where size and electrification limitations could damage the brand? Doubtful.
Does this Avenger have a market niche globally to sell well and promote a Jeep brand that places Jeep in new markets that have different wants and needs? Very likely, yes. Homogenizing the Jeep brand globally certainly has merit and likely a path forward, but in its traditional markets close attention to brand identity, reputation and capability must take presidency over lofty and ambitious profi making ventures. Clearly Jeep has an image and brand loyalty base that dare not be transgressed, take warning. Messing with that formula and that deep rooted following is dangerously a path, even “trail rated” Jeeps, dare not venture.
Yup, “IT’S A JEEP THING”.
 
bill burke said:
The big question here for me, is it wise to use the Jeep brand to widen the brands reach, especially in global markets or limit that reach to the detriment of global market expansion and the Stellantis business model?
Is there any strategy to bring this Avenger to North America where size and electrification limitations could damage the brand? Doubtful.
Does this Avenger have a market niche globally to sell well and promote a Jeep brand that places Jeep in new markets that have different wants and needs? Very likely, yes. Homogenizing the Jeep brand globally certainly has merit and likely a path forward, but in its traditional markets close attention to brand identity, reputation and capability must take presidency over lofty and ambitious profi making ventures. Clearly Jeep has an image and brand loyalty base that dare not be transgressed, take warning. Messing with that formula and that deep rooted following is dangerously a path, even “trail rated” Jeeps, dare not venture.
Yup, “IT’S A JEEP THING”.
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This is not designed for North America.
 
AlexB said:
This is not designed for North America.
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My conclusion. But it IS designed and intended for global marketing. Does that intention diminish or enhance the Jeep brand. Jeep fans here have to realize there are games afoot with the brand and they need to be vigilant.
It’s impressive how many small Jeeps are running around Italy, money to be made on Jeeps that do not quite meet North American expectations of capability and macho presence. As stated, the Avenger has little chance of finding its way to US markets. Interesting product none the less.
 
bill burke said:
My conclusion. But it IS designed and intended for global marketing. Does that intention diminish or enhance the Jeep brand. Jeep fans here have to realize there are games afoot with the brand and they need to be vigilant.
It’s impressive how many small Jeeps are running around Italy, money to be made on Jeeps that do not quite meet North American expectations of capability and macho presence. As stated, the Avenger has little chance of finding its way to US markets. Interesting product none the less.
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Counterpoint, North America isn't the world, but Jeep is a "fashion/lifestyle symbol" that can be sold for higher margins (vs Citroen for example).
 
bill burke said:
My conclusion. But it IS designed and intended for global marketing. Does that intention diminish or enhance the Jeep brand. Jeep fans here have to realize there are games afoot with the brand and they need to be vigilant.
It’s impressive how many small Jeeps are running around Italy, money to be made on Jeeps that do not quite meet North American expectations of capability and macho presence. As stated, the Avenger has little chance of finding its way to US markets. Interesting product none the less.
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The world needs small Jeeps

Willys Jeep in Colombia.jpg
 
bill burke said:
My conclusion. But it IS designed and intended for global marketing. Does that intention diminish or enhance the Jeep brand. Jeep fans here have to realize there are games afoot with the brand and they need to be vigilant.
It’s impressive how many small Jeeps are running around Italy, money to be made on Jeeps that do not quite meet North American expectations of capability and macho presence. As stated, the Avenger has little chance of finding its way to US markets. Interesting product none the less.
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Yes, even though they don't make much from small Jeeps, their growing popularity in Italy is definitely a good sign.
 
Wait,,,, smaller and lower cost vehicles make less profit then Larger and More Expensive vehicles?

Is this a new thing or has it always been the case?

WOW who knew.

Great that the market is expanding and I sure they can ask more margin versus a Citroen, Opel, or Fiat.

Reality is its too small for NA tastes. Its a true B sized vehicle.
 
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