Jeep: analisi del Wall Street Journal

Secondo il Wall Street Journal, Jeep, brand del Gruppo Fiat-Chrysler, sarebbe pronto all’espansione globale.
Il 30 aprile è stato il terzo anniversario dell’inatteso salvataggio di Chrysler e l’idea che si legge in queste settimane di voler aprire uno stabilimento Jeep in Russia, testimonia quanto sia cresciuta la casa automobilistica di Detroit, grazie soprattutto alle strategie dell’amministratore delegato Sergio Marchionne.
L’obiettivo di Chrysler è quello di portare una Jeep in ogni strada del mondo e per farlo dovrà avere la capacità di costruire e vendere modelli a livello globale.
Per fare questo Marchionne è super attivo: infatti sta cercando di stipulare alleanze sia in Russia che in Cina.
Secondo il CEO di Jeep, Mike Manley, la vecchia strategia di costruire veicoli per i consumatori americani e quindi esportarli non ha funzionato, il punto è che bisogna adattare i veicoli alle esigenze regionali.
Nel 2011 Chrysler ha venduto i propri veicoli per l’86% negli USA e Canada; Fiat ha pertanto deciso che Jeep, grazie al proprio riconoscimento globale, ha il miglior potenziale per espandersi nei 120 Paesi in cui il Lingotto è già presente.
Quindi Jeep dovrà diventare il principale marchio di Chrysler sui mercati internazionali.
L’intento di Manley è quello di rinnovare la gamma Jeep ampliandola anche alle utilitarie ed ai veicoli commerciali, riducendo le sovrapposizioni ed i doppioni.
Infine secondo Manley, Jeep avrà, in un futuro prossimo, sei modelli da lanciare in diversi mercati di tutto il mondo.

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