Written in close collaboration with Olivier Bouelharrag, Communications Manager for Jeep France, this case study presents the situation of Jeep on the French automobile market at the beginning of 2014. The case includes detailed information about Jeep and about the French automobile market as it was at the end of 2013.
Jeep is the world leader of the 4-wheel drive cars. In France, a market trusted by French automakers, Jeep weighs only 0.13% in volume market shares. The American giant wants to further introduce its vehicles in this market and to conquer the heart of French people whose expectations are specific, yet different from those of its usual American consumers, especially with what refers to environmental issues.
As one of Jeep's Brand Managers in France, the learner is being asked to recommend a new model of vehicle tailored to the French market, which should help the brand in achieving its objectives.