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Automotive
Associate Director, Industry Analysis and Loyalty Solutions, S&P Global Mobility
As the automotive world focuses on the GM recall crisis, other stories are getting less visibility than they otherwise would. One of these is Jeep and its amazing start to 2014. Consider the following:
Below are several ways in which Jeep has achieved these successes:
Despite such growth, Jeep could probably do more. The propensity of Jeep owners who returned to the market in 2013 to stay loyal to the brand was 37.5%, below the non-luxury average of 50.1%. Admittedly, Jeep is at a disadvantage here, since Jeep owners who want to migrate to another body style have no choice but to leave the brand. Some Jeep owners, though, stick with an SUV but leave the make.
Even though Jeep currently markets five products, more are on the way. A small crossover slotted under the Wrangler arrives later this year, and a three-row truck positioned above the Grand Cherokee comes in 2015. Since these products are entering segments not currently served by Jeep, much of this business should be incremental, assuming the brand can continue to minimize cannibalization.
Source: All sales data are from Automotive News; loyalty data are from IHS Automotive (Polk new vehicle registration data)
Tom Libby is manager, loyalty practice and industry analysis, IHS Automotive
Posted 7 April 2014