Why will Fiat Chrysler try to merge two segments, SUVs and pickups, which have largely remained independent of each other this year?
Firstly, the FCA wishes to extend the creation of Jeep, which has been one of the hottest auto brands in the last decade. When Fiat bought Chrysler after a structured bankruptcy in 2009, CEO Sergio Marchionne built his company's future largely to increase the Jeep brand. The strategy has been very successful. In 2009, Jeep's US sales were fewer than 300,000 cars. Less than a decade later, Jeep's US sales are in spite of the peaked 1 million vehicles.
"The Jeep brand is as strong as ever," says analyst for autoside Edmunds, Jeremy Acevedo. "It's the best-selling SUV in America. Now they will move on to pickup trucks to add that portfolio."
Jeep not only affects America's growing demand for trucks. It is aimed at lifestyle buyers who want a smaller pickup so they can throw things in the flat bottom while having a model that stands out from other pickups in the market.
"This really gives them the opportunity to take advantage of the lifestyle truck buyer looking for off-road skills, as well as some towing features along with the bed, said Acevedo.
Will it work?
The views are mixed, something that is actually a good indication Jeep can be good with gladiator when it goes out sale early next year. Remember that the models with polarizing styling have the best opportunity to stand out and win over buyers.
"The trademark must stand out and The car's lines within that mark must stand out, "Kuniskis said." We think this completely destroys the shape. "