The Launch of Jeep Cherokee in the UK

Fran Foster

1993 launch of Jeep Cherokee into the UK 4x4 market, against the well established Range Rover and Discovery.
Agency: DFSD BozellAuthor: Fran Foster

The Launch of Jeep Cherokee in the UK

SUMMARY

This is the story of Jeep Cherokee's successful introduction into the UK 4x4 market dominated by the statusful Range Rover and the more attainable Discovery.

Launched in 1993, the car exceeded its initial target with sales worth over 90 million in its first 15 months.

It was essential to find a motivating positioning for Jeep against Range Rover and Discovery, and to distance the car from less authentic fun 4x4s like the Suzuki Vitara, Vauxhall Frontera and Ford Maverick. Jeep, once...

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