Jeep sees sharp rise in sales in Korea
Jeep is enjoying popularity in the local market, with sales figures set to reach 6,000 vehicles in the first half of this year.
The popularity of the SUV brand’s models is attributed to the rise of secluded leisure activities such as car camping amid the COVID-19 pandemic and the subsequent growth of the local market for SUVs and pickup trucks.
Jeep saw sales reach a record-high 1,557 vehicles in March. In fact, Jeep’s sales surpassed 1,000 vehicles for three-consecutive months from March, giving rise to forecasts of sales reaching 6,000 in the first six months of this year. This will bring Jeep closer to its goal of selling 10,000 vehicles this year.
According to the Korea Automobile Importers &Distributors Association, Jeep sold 4,793 vehicles in the first five months of this year, up 69.7 percent year-on-year.
“We attribute the growth in sales to greater preference for SUVs and pickup trucks as people increasingly opt for secluded outdoor activities such as camping and sleeping in cars,” a Jeep Korea official said.
“We also believe the release of limited-edition models marking our 80th anniversary and various events enabling customers to experience our vehicles boosted Jeep’s brand awareness.”
Over 3,000 participants took part in Jeep’s drive-through event held in Seongsu-dong, eastern Seoul, in March, marking the brand’s 80th anniversary. The Jeep Camp 2021 held in Yangyang in Gangwon Province in May attracted around 1,000 participants. Jeep said such on-site events helped the growth of Jeep’s customer community, which was launched early this year.
Jeep’s marketing strategies incorporating big-name and rising artists also appear to be working. Jeep recently promoted the All New Jeep Wrangler model and the All New Jeep Gladiator through an advertising campaign featuring K-pop star Rain. The latter model was also featured in the rising indie artist Wilcox’s “Drive Thru” music video. A total of six Gladiator and Wrangler models appeared in the title track music video of girl group Brave Girls’ latest album “Summer Queen”.
Riding on this momentum, Jeep plans to launch new models in the second half of this year. Among its lineup is its first plug-in hybrid model, Wrangler 4xe, as well as a new Grand Cherokee L model set to hit the large premium SUV market soon.
Jeep is a brand under Stellantis, the world’s sixth-largest automaker with brands including Chrysler, Fiat, Maserati and Peugeot.