Jeep entered India in 2016 with global credibility and off‑road pedigree. It seemed logical that a brand whose legacy was crafted by years of SUV expertise would do well in an SUV-centric market. Yet, years on, sales have steadily declined and are alarmingly low now. Why has Jeep struggled despite the SUV boom?
Jeep’s Indian Launch & Early Models
Jeep debuted at the 2016 Auto Expo, introducing the Wrangler Unlimited and Grand Cherokee SRT. Initial pricing ranged from Rs 70 lakh to over Rs 1 crore. Jeep relied on Fiat’s limited dealership network. The locally built Compass followed in 2017, assembled via CKD kits.
Why Don’t People Buy Jeep Cars?
Parts frequently take weeks or months to arrive, leading to extended repair times, even for minor issues. This is solely because of the still relatively low level of localisation in India. Repair bills are also steep as a result.
Jeep SUVs lose over half their value within five years. Costly repairs and high maintenance expenses contribute to this, as mentioned previously. These factors push resale values well below rivals.
The Indian market favours cabin space, perceived robustness, road presence, and a good service network over factors such as handling and driving dynamics, which is where the Compass excels in its segment. Jeep’s products being driver-centric couldn’t outweigh the market preferences of spacious interiors and lower ownership costs.
Infrequent Model Updates
Jeep’s range has remained largely unchanged since its launch. The Compass received a facelift in 2021, yet the platform is aged. Other vehicles have continued with the same generation and same powertrain options, with little mechanical updates since launch. The vehicles have continued with the same chassis, and Jeep has confirmed that the next-gen Compass won’t be launched in India. This is accompanied by price increases!
Conclusion
Jeep entered with high-value SUVs during a market boom. However, they just couldn’t understand what our market needed. Their cars were smaller than competitors and offered less road presence. Without improved service networks, refreshed products, and value alignment, Jeep may continue to miss its opportunity in India.
