 Wrangler Marketing Chief Speaks |
The Chrysler Group media-only blog recently posted a podcast with Kevin Metz, the marketing brand manager of the Jeep Wrangler. Metz said that one of the driving goals of the Wrangler redesign was to listen to existing customers. He said that Chrysler Group's research found that customers didn't want the look to change all that much - but wanted just about everything else improved.
He mentioned the first-time-ever-offered electronic locks and windows (while maintaining the removability of the doors), increased stiffness through the frame and suspension, increased road clearance - all with a lower price than the 2006 model.
Metz said the current 2-door Wrangler market is 75% male in the 30-40 year-old range while they think the 4-door version will appeal to a greater number of women and young families. He menitioned that 80% of the current Wrangler buyers don't even consider another 4-wheel drive vehicle. He feels that with the 4-door Unlimited model, they will be directly competing more against the Toyota FJ, Hummer H3, and Nissan Xterra.
Here's a snippet from the article that accompanied the podcast:
Remember New Coke, which hit store shelves and vending machines in 1985? Although New Coke scored better in taste tests, the very idea of changing the iconic soft drink turned many people off. New Coke was killed after a few months, but sales of the old Coke soared.
The Jeep® brand also had to tread carefully when it set out to redesign the iconic Wrangler. The new Wrangler, and its new companion the four-door Wrangler Unlimited, have already gone into production and will arrive in dealer showrooms soon.
So the folks at Jeep listened carefully to owners when designing the new Wrangler and the Wrangler Unlimited.
Some owners said that they didn’t want power windows and power locks. Why? Because they wanted to be able to remove the doors, said Kevin Metz, Marketing Brand Manager of the Jeep Wrangler. Solution? The new models offer optional power windows and locks, AND the doors can also be removed.
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| Josephus | Posted: 2006/9/18 11:42 Updated: 2006/9/18 11:42 |
Home away from home   Joined: 2005/7/18 From: Pennsylvania Posts: 243 |
 Re: Wrangler Marketing Chief SpeaksI wonder how many Liberty and Grand Cherokee customers requested the CRD option in the US.
Weigh that out against the Wrangler customers who would like a diesel option. It's ironic that Jeep's "test" program on the Liberty was successful considering the Liberty target audience is mostly soccer-moms who don't value diesels, yet Jeep continues to ignore it's most loyal customers requests (80% of Wrangler buyers never even consider another 4x4 = That is incredible loyalty). |
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| MarkH | Posted: 2006/9/18 7:55 Updated: 2006/9/18 8:40 |
Home away from home Joined: 2005/7/20 From: The Great White North Posts: 406 |
Re: Wrangler Marketing Chief Speaks Ditto, jp!
And one more thing, what group of Jeepers pleaded for a minivan engine with peak torque at higher rpms? Here's how JK's engine fares with the so-called "competition": Nissan Xterra 265HP/284ft-lbs 4.0L V6 Hummer H3 242HP/242ft-lbs (3.7L I-5 --'07MY) Toyota FJ 239HP/278ft-lbs 4.0L V6 Jeep JK 202HP/237ft-lbs 3.8L V6 OK, enough on that. I'm dying to test drive the JK, and I will. Hopefully all our bellyaching over the uninspiring engine is overstated, but we'll see... All-in-all, it seems like a much improved vehicle, but OH! that engine...  And what 2 people in the world wanted 2WD Wranglers? And why did you listen to them? Most of us could have lived with Patriots & Compasses being offered in 2WD (for diehard Wrangler fans, who cares, anyway?) but NOT the Wrangler. Isn't a "Brand Manager" supposed to MAINTAIN the brand's image, NOT dilute it?! How did it seen "right" to offer the ICON of the Jeep brand in a 2WD version? Jeez, that gets my vote for the #1 dumb JK decision! Seems like Subaru is the only SUV carmaker on the planet that understands it's important to stay true to 4WD to maintain the brand image! And I'm not even a Subaru fan.  |
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And you're right, Hummer wouldn't do it. 
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| jpsmith | Posted: 2006/9/18 7:42 Updated: 2006/9/18 7:42 |
Just can't stay away  Joined: 2006/7/25 From: Posts: 88 |
Re: Wrangler Marketing Chief Speaks Yeah, that's all great and wonderful. I really like the new Wrangler, both in two and four doors. But that's neither here nor there. Now, please explain to me the decisions that led to the "bug" ads and the lame-ass one about Jeep's place in the history of Hip-Hop music. Oh, while you're at it, eplain to me how producing the Compass and passing on the Gladiator is evidence of "listening to your customers."
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