Jeep Australia is banking on its decade’s long reputation and experience in the rugged off-road SUV game to stave off new competition from emerging brands like Mahindra and GWM Tank.
Jeep’s 80-year history started with the Willys Jeep that saw service in World War II, extending over the years to models like the Wrangler, Grand Cherokee and Wagoneer that have always retained a high level of off-road ability and exported across the world.
However, India’s Mahindra has also been in the SUV game for nearly as long, having first started in vehicle manufacturing with, ironically enough, the Willys Jeep after WWII.
Since then, Mahindra’s efforts have been largely concentrated in its home market producing products like Bolero and Thar – the latter an evolution in design of the Wrangler.
Mahindra’s most recent model, the Scorpio, however, is a major step-up in terms of refinement and quality compared with older models, while still offering off-road SUV must-haves like a ladder-frame chassis and low-range gearbox.
The Scorpio also severely undercuts most of Jeep Australia’s stable, kicking off from $41,990 drive-away (at least until June 30 as a special introductory price).
For context, the most affordable Jeep in Australia is currently the Compass Night Eagle positioned at $41,400 before on-road costs, but is built on a monocoque chassis and doesn’t offer as many off-roading tools as the Scorpio.
The Scorpio also severely undercuts most of Jeep Australia’s stable, kicking off from $41,990 drive-away.Contrasting Mahindra and Jeep is the box-fresh GWM Tank brand, sitting alongside Great Wall’s Haval SUVs and Ora electric cars.
The Tank brand was launched just two years ago with GWM spinning it off from the more luxury-focused Wey marque.
The first model was the Tank 300, a Ford Bronco Sport-like model with aspirations of ruggedness despite its monocoque underpinnings, which has arrived in Australia in hybrid and petrol form.
Prices start from $46,990 drive-away, but that still means the rugged-looking Tank 300 is more affordable than most of Jeep Australia’s offerings.
Speaking to CarsGuide, Jeep Australia Head of Product Rick Crichton said there is space for more rugged SUV players, especially as the Jeep line-up continues to evolve and push more upmarket.Speaking to CarsGuide, Jeep Australia Head of Product Rick Crichton said there is space for more rugged SUV players, especially as the Jeep line-up continues to evolve and push more upmarket, as seen with the latest generation Grand Cherokee.
“We definitely keep our finger on the pulse in terms of all competitors in the segment and what they’re doing, whether they’re Chinese based or otherwise – we’re aware of these entrants,” he said.
“I think they’re going to occupy a different price point and a different end of the segment to us.
“It’s something we just need to be aware of going forward.”
Contrasting Mahindra and Jeep is the box-fresh GWM Tank brand, sitting alongside Great Wall’s Haval SUVs and Ora electric cars.When asked if Jeep feels threatened these newer brands could steal market share, Mr Crichton said Jeep has the support structure and network already in place to alleviate.
“Customers are backed by over 80 years of Jeep knowhow, as opposed to competitors that have no reputation to fall back on with the products that they are putting out,” he said.
Jeep Australia PR boss Tracie Stoltenburg also added that another differentiator is “the capability of them”, indicating Jeep’s long-standing ability to tackle tough terrain like the Rubicon trail in the US for which the top-spec Wrangler and Gladiator are named after.
Keyword: Should Jeep be worried about new rugged 4x4 rivals from emerging brands like GWM Tank and Mahindra?