The brand Jeep has quickly become one of the leading brands in sustainable mobility, exploiting the wave of success of its range and at the same time managing to bring the thrills of off-road driving to its electrified models thanks to 4xe technology. A technology that at the moment sees the car manufacturer of the Stellantis group at the top of the market among the PHEVs and that thanks to the introduction of the 48 V mild-hybrid system (the Jeep e-Hybrid) has further widened the possibilities for a clientele that has embraced the choices of the brand in terms of electrification. Aware of the fact that the plug-in hybrid will be a transition technology, at Jeep are now preparing the arrival of the first electric with the aim of setting new standards for off-road driving. Alessandro Grosso, Managing Director of the brand in Italy, gave an overview of the moment that Jeep is going through during the exclusive interview given to FormulaPassion on the occasion of MiMo 2022.
You arrive at the Milano Monza Motor Show with a strong month of May that sees you more and more leaders. What is the secret of this success?
“The 4xe range or rather the 4xe brand because it has now almost become a sub-brand for Jeep, a way in which customers identify us in the plug-in hybrid offer on the market is giving us great satisfaction. In May 2022 we closed with a record share of over 22%, practically more than one in 5 customers choose us and this trend has been increasing since the beginning of the year. Many are embracing our strategy of becoming a sustainable brand, indeed the sustainable brand of Stellantis within the Zero Emission Freedom plan. From now until 2025, all SUVs will be electrified. And above all, the Grand Cherokee shown for the first time at MiMo 2022 will join Compass and Renegade, already leaders in their respective segments, as well as the Wrangler icon that is doing very well, thus expanding our green offer even further. “
You launched the plug-in first and then the mild hybrid, a singular choice. Have you gone back?
“Rather than going back we have decided to expand our electrification, with the introduction of the 48 Volt mild-hybrid technology which has a very important electrical potential in handling. What makes us proud is that in any case we have entered a difficult market such as that of electric mobility with very important solutions on the Italian territory because based on the analysis of the needs of the citizen we are able to offer daily mobility in full electric but without the anxiety. current to have a pure EV and to always have to load it since the infrastructures are arriving but they do not yet cover all the Italian needs. With the PHEV we are therefore also able to give something more thanks to a petrol engine that combined with the electric saves in terms of emissions. The customer therefore believes in this technology even if it is a system that is useful at the moment because from 2023 we will arrive with the first fully electric Jeep. “
Right now, however, there are those who point the finger at PHEV.
“The LEV market (low emission vehicles, ed) in this moment in which incentives are present sees the plug-in hybrid at 50-55% and EVs at 45% but until a few months ago the PHEV weighed almost the 70% therefore those who indicate this type of propulsion as dangerous may have never driven it or do not fully know its main characteristics. “
Have you digitized the sales process, are solutions of this type the key to success?
“We believe that the digitization process of the automotive market is a trend to ride and be a leader in. Let’s not forget that the dealer continues to be fundamental for us, we enter a phase where online and offline will mix and where retailers will always have their important part. More than a sales system in its own right, with Jeep we have created a mobility ecosystem, launching our cars with new formulas aimed at young people such as plug & drive. This is an offer that has also allowed several customers to enter the Jeep world when they perhaps thought they could not afford one of our cars. “
The last step will be the arrival of the electric Jeep, how will you make it suitable for off-road driving and able to convey the same emotions?
“The 4xe is a subsequent evolution step with respect to off-road performance. In this way, overcoming obstacles on dirt roads is even more dynamic and fun. The real challenge for us will be to take a further step in terms of performance with the 4 × 4 in full electric to reach new standards of excellence even with an EV but Jeep is the leading brand of 4 × 4 so we will see some good ones. “
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