TRAVELLING WITL A CYO ADITYA IAIRAI
JEEP, THE WORLD'S most iconic SUV company, entered India at a time when SUVs were taking off; Hyundai Creta had disrupted the market, followed by Maruti Suzuki Vitara Brezza. Jeep's made-in-India SUV, the Compass, was launched in 2017 for ₹14.95 lakh to ₹20.65 lakh, and got as many as 10,000 bookings - a big number for a big SUV that was priced almost double the Creta and Vitara Brezza.
But seven years later, in a market dominated by SUVs, Jeep's share is less than 0.5%. Did it lose the plot somewhere along the way? "Not really," Aditya Jairaj, the head of Jeep's India Operations, told FE while travelling from Udaipur to the hills of Jawai, in a Compass. "Our market share may be low, but the mindshare is high." We are driving as part of a group of 50-odd customers - the activity is called Jeep Trails, a customer connect initiative where this journalist was invited.
"For customers, a Jeep is not just a means of transport, but lifestyle.
This story is from the November 25, 2023 edition of Financial Express Mumbai.
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This story is from the November 25, 2023 edition of Financial Express Mumbai.
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