Dedicated Jeep Dealerships, Showrooms Paying Off

The car buying process is changing as automakers focus on improving the customer experience. Some have sought to incorporate new technology into dealerships while others have separated brands from each other to provide a better, more personalized selling experience. According to a new report from Automotive News, FCA does the latter with the Jeep brand and is so far successful.

Fifty-nine dealerships focus on the Jeep brand and lifestyle, of which 14 are stand-alone Jeep dealers in 2019. The rest have dedicated Jeep showrooms to attract customers. A new autonomous Jeep dealership opened earlier this year in Las Vegas, where the store delivers 100 Jeeps per month. That’s double the number of Jeeps, the owner’s FCA online store across the street, sold monthly last year.

According to the post, the Vegas dealership offers old Jeeps, rock ‘n’ music, and Jeep products beyond auto accessories like clothing. It feels like a Harley-Davidson dealership, with experts on-site knowing the ins and outs of the products while providing a boutique style experience for customers. This can help Jeep expand the brand to a range of new customers.

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The focus of the Jeep brand comes after the automaker saw a massive increase in sales over the past five years as the economy emerged from the 2008 recession and consumers began to favor crossovers and SUV. Jeep is looking to further expand its appeal with the new Wagoneer and Grand Wagoneer, the latter being an upscale luxury offering. Ahead of their arrival, Jeep dealers will sell a Wrangler plug-in, expected in U.S. showrooms before the end of the year.

It will be interesting to see if other automakers follow suit, pulling popular brands out of dealerships with boutiques. As automakers compete for new customers, the car buying experience evolves with it.

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