The Wrangler has long had its segment of the off-road market all to itself and while it must now compete with the Ford Bronco, Jeep is confident that its customer base will ensure its off-roader’s long-term success.
The head of Jeep in North America, Jim Morrison, recently had the opportunity to speak with The Detroit News ahead of the 4Fest event in Michigan this weekend and said that despite the Bronco’s arrival on the market, Jeep is selling more Wranglers than ever before.
“It’s the love each customer has of the brand and for the community, because that is quite frankly what competitors can’t copy,” Morrison said. “It’s the community of 3 million Wrangler customers. In 80 years, maybe we’ve got a problem. But I think our customers will be very passionate in continuing to support Jeep.”
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Morrison noted that Jeep has had three consecutive quarters of record sales for the Wrangler, with May being its best-ever month. The hybrid 4xe model has proved particularly popular.
“We’ve had our best-ever sales success,” Morrison added. “I just think it shows the strength of our customer base. There’s no doubt there’s going to be a lot of F-150 people driving Broncos. For me, the proof for the strength of the Jeep brand is in the results of the sales it keeps kicking out and more importantly, the passion of our customers that keep staying true to the brand.”
Morrison said that the company will continue to listen to what its customers want and try to fulfill their requests. For example, demand for a V8-powered Wrangler led to the launch of the Wrangler Rubicon 392. Demand also prompted Jeep to introduce its Tuscadero pink color that will only be available for four months.
