Advertising Strategy Evaluation and Development: Jeep Wrangler - Case Study Example

Advertising Strategy Evaluation and Development: Jeep Wrangler Introduction The Jeep Wrangler is manufactured in theUnited States by Chrysler as an SUV car under the Jeep brand. At present, the Jeep Wrangler is in the third generation, descending from the Willy MB civilian jeeps produced after WWII and the Kaiser Jeep produced in the 1980s. The Wrangler, just as its predecessors, continued the use of a separate body and frame, rigid rear and front live axles, fold flat windshields, and detachable doors (Ackerson 23). The Jeep Wrangler was introduced in the mid 1980s and it has undergone three major revisions in 1996, 2003, and 2006, of which the latter involved a complete redesign that continues to define the Wrangler. The latest model, the Wrangler JK made its debut at the North American Auto Show and in the US market it was first sold in 2007. From the beginning, it has been offered in two models; the long wheelbase and the short wheelbase with four and two doors respectively, as well as Rubicon trim levels (Ackerson 25). Its biggest competitor in the US market is the Toyota FJ Cruiser due to its similar SUV qualities, especially its off-road capabilities. Jeep Wrangler Competitive Market Key Product Features The current Jeep Wrangler is a result of the 2007 model’s complete redesign that introduced four doors for the first time in the brand’s history. According to Ackerman (p. 43), its chassis was transformed to a JK platform and the car is now noticeably wider with an 86 mm wider track in comparison to earlier models. The factory available tires for this model are also larger at thirty-two inches, while the 4-door model possesses a wheelbase that is at least 510 mm longer at 2,950 mm, which enhances the seating room at its rear (Ackerson 44). After production of the Jeep Wrangler was moved to the complex at Toledo, it gained a distinction from its predecessors through its grille angle. While earlier models had flat grilles that were even in comparison to the front Enders, the current Wrangler has an angled grille towards the top, which, from mid-way to the bottom, continues as a straight line. The effect of this remodeling has been a decrease in hood length and a concurrent increase in fender length (Ackerson 44). SUV Product Category SUVs are generally defined as off-road vehicles, although no single definition fro this category of cars has been settled on. However, this category is considered as a light truck, which means that there is less regulation compared to passenger cars under the Clean Air Act and the Energy Policy and Conservation Act for economy of fuel and emissions respectively (Henshaw 38). However, the Environmental Protection Agency now considers SUVs as being under similar standards of tailpipe emissions to other cars. In the United States, therefore, the SUV is considered a truck together with minivans, delivery vans, and pick-ups. This categorization means that SUVs’ design is considered as having a cargo carrying capacity that exceeds its carrying volume for passengers. Therefore, because of this, the SUV is considered a truck under US safety, emissions, and manufacturing regulations. However, for the purposes of traffic enforcement and local licensing in the US, it is considered as either a car or truck, depending on how each state classifies these vehicles (Henshaw 38). Finally, the SUV is considered as a light truck for the purposes of industry production statistics. The Jeep Wrangler is widely counted as a small SUV in industry production and sales statistics. Current State of SUV Market Although the market for SUVs was in decline, in the past five years, the sector is now stronger than it was last year, despite the move towards more efficient and smaller cars for city driving (Henshaw 42). At present, the demand for cars that can carry a family for the weekend that requires off-road driving is increasing as the economy recovers. The vital factor in this turnaround has been the evolution of the off-road driving concept. The inclusion of fully independent hill descent control, traction control, suspension, and a workable automatic gearbox has allowed current model small SUVs like the Jeep Wrangler to increase torque (Henshaw 42). In addition, the market share for SUVs has increased as manufacturers have factored in more comprehensive measures for reduced fuel consumption and crash safety, as well as more stylish designs. The current small SUV models, while being less able with regards to rough terrains than larger SUVs, have more 4WD ability than needed for American off-road driving (Henshaw 43). Within the small SUV category, however, more common brands have suffered drops in sales, for example, the Honda Element, the Nissan Juke, and the Suzuki Grand Vitara with the latter two dropping by 25% and 22% respectively. In contrast, the Mini Countryman has had the highest increase in sales during the last year followed the Jeep Wrangler that has seen a jump of 64% in sales and the VW Tiguan that has had an increase of 50% in sales (Henshaw 44). (Henshaw 32) Jeep Wrangler Target Market The Jeep Wrangler’s prime target prospect should be middle class American males who have a lifestyle that requires them to own an SUV. The reasons for them an SUV could be because of an increased family size, desire to drive fun vehicles, and an interest in driving off-road (Wenzel 55). This target market, most importantly, is one that craves for a lifestyle of adventure. This group includes males who are college graduates, and aged between forty-two and sixty years. They are typically working with a stable income in white-collar jobs (Wenzel 55). In addition, they are most likely married and have at least one child. This target group also does not have any specific religion or ethnicity. With regards to appeal, the Jeep Wrangler appeals to a population that is aging and, thus, is seeking a well-built and solid vehicle that can provide them with adventure and safety. This target group is searching for an experience as they purchase their vehicle, especially one that allows him to drive on road and off road any time that they choose to do so (Wenzel 56). Furthermore, because this consumer leads a busy lifestyle, they want a vehicle that gives them a chance to relax, while also satisfying their everyday requirements. They also need space for their belongings, their family, and, probably, their off-road equipment like fishing and hiking equipment. While they need a vehicle that has enough power to pull their belongings needed during all seasons of the year, such as boats during summer and snow plowing equipment in winter, they also desire a car that is small enough compared to other SUVs for it to comfortably park in the garage (Wenzel 57). For this target group, the Jeep Wrangler’s closest competitor brand is the Toyota FJ Cruiser. This brand’s major strength is its aggressive styling and the fact that it is purpose driven, especially considering that the Toyota brand has been a conservative brand for a long time (Consumers Union of United States 61). The Toyota FJ Cruiser has a high off-road performance and a highly functional interior, while it also has a larger towing capacity in comparison to the Jeep Wrangler. This makes it a better fit for those pulling heavy loads in off-road environments. To counter the Toyota FJ Cruiser, the Jeep Wrangler’s advertising efforts should increase its consumption among non-SUV users in the United States. They do not need to change their product strategy, despite the fact that its major criticism is poor fuel efficiency and uncomfortable seating. However, in spite of these issues, its rugged interior is still its most appealing factor and by designing more comfortable seating, the fuel efficiency issue can be resolved using sales incentives and promotions (Consumers Union of United States 63). These minor alterations could prove significant for non-SUV users. In order to attract those not driving the Jeep Wrangler in the target market, it is important for the company to express and advertise the reasons why the vehicle will be better suited for their needs. For example, they could include its durability, improved comfortable and spacious rear seating, and its off-road driving capabilities (Consumers Union of United States 72). Although attracting those who drive competing brands like Toyota, Ford, and GMC will take time, greater incentives and increased exposure could be enough to get those not driving the vehicle to switch partially to using the Jeep Wrangler. Whether those in the target market elect to purchase the Wrangler in the next year or the next five years, promoting these additional features over competing brands will help the company achieve its marketing objectives for the Jeep Wrangler. Works Cited Ackerson, Robert. C. Jeep Wrangler. Dorchester: Veloce, 2011. Print. Consumers Union of United States. Best Cars, SUVs & Trucks. Yonkers, NY: Consumers Union of U.S, 2014. Print. Henshaw, Peter. The Ultimate Guide to SUVs and Off-Road Vehicles. Edison, NJ: Chartwell Books, Inc, 2014. Print. Wenzel, Tom. & Ross, Marc. "Are SUVs Really Safer Than Cars?" Access: Research at the University of California Transportation Center. 2012. Print. Read More