Jeep India, part of the Fiat Chrysler Automobiles (FCA) India portfolio, officially entered in the India market in February 2016 with the three global icons as part of the product range i.e. the legendary Jeep Wrangler Unlimited, the Jeep Grand Cherokee and the Jeep Grand Cherokee SRT.
Now, Jeep India is ready with its next offering for the Indian market with their first ‘Made-in-India’ SUV i.e. the Jeep Compass.
Despite months of speculation of the upcoming reveal, the buzz started post Jeep Compass unveiling on all social media platforms on April 6 with a video highlighting the Jeep DNA and 4x4 capability in the latest SUV, Jeep Compass. The buzz trickled down to the next day with people talking about Jeep Compass being part of #MakeInIndia campaign as it would be manufactured and exported from India. Few also highlighted that the launch is going to disrupt the SUV category as the ultimate adventure vehicle is here. The overwhelming response from the Twitterverse also made the hashtag #JeepCompass as one of the current trending topics in India.
The Technical Immersion for the Jeep Compass was held on April 12, 2017 at the FCA Ranjangaon Plant near Pune. Jeep Compass was revealed to the media fraternity and in the hour long event, the various details regarding the design philosophy, technologies introduced in India for the first time, to be used in the Jeep Compass production and the product details such as engine, drive train, interiors, performance and capabilities, were explained in detail.
Needless to say, all eyes are now on FCA India post release of the teaser video and the technical immersion. The media drive will be held in June 2017 and the price launch will be in August 2017.
Rahul Pansare, Head of Marketing, FCA India, on the response received for the Compass, said, “We are very happy with the response we’ve seen for the Jeep Compass within 24 hours of unveiling of the teaser video, we were trending on the first position in India and 49th globally. The teaser video till date has garnered a total of 1.2 Million views on Facebook. Digital as a medium is critical to gauge the product anticipation and the reception it receives. Digital will continue to be an important part of the media mix for the upcoming Compass launch and its success in India. We believe the Compass is not just Made-in-India, it’s made for the Indians who truly love adventure, which is an authentic part of the Jeep DNA. The Compass brings class leading 4x4 capabilities, 50+ safety and security features and unmatched build quality. India would be the export hub for all RHD car markets and hence we’re confident that the Compass will bring to the Indian consumers truly global standards.”
Starcom India has the mandate for all the media duties for the FCA India brands. Mallikarjun Das, Group CEO, Starcom India, on the upcoming Jeep Compass, said, “Jeep is an iconic brand worldwide and has historic roots in India as well. The Compass comes on the back of incredible future facing engineering. We look forward to harnessing the connectedness of today’s media to push for its success.”