Jeep Sales Data & Trends for the European Automotive Market
Jeep sales and market share had fluctuated in Europe from 2009 to 2013, as new model introductions have influenced the sales success of the brand. After declining from 2007 to 2010 and losing two thirds of its volume, sales doubled from 2010 to 2012, but were down again in 2013. Since 2014, sales of the Jeep brand shot up to peak at an unprecedented over 100.000 sales in 2016 and 2017, quadrupling its volume in just 3 years time.
The restyling of the Compass in 2011 to look like a smaller version of the Grand Cherokee helped the smallest Jeep to become the brand’s second best selling vehicle from 2011 to 2013, after being the black sheep of the family in the years before. It’s platform sibling Patriot had undergone the reverse fate: it was the brand’s best selling model in 2009, but as it aged without a proper design update, sales faded to nearly zero in 2013. An all-new generation Compass arrived in showrooms late 2017 and is destined to reclaim the title of best selling Jeep.
Sales of the Wrangler, Jeep’s trademark vehicle, increased every year from 2009 through 2012, and sales even doubled in two years time from 2010 to 2012, but declined in the years after that. It was the brand’s best selling all-terrain vehicle in 2011. A redesign in 2018 should help the iconic model recover. The Jeep Cherokee has faced the opposite sales momentum, until the square looking body-on-frame SUV was replaced by a smaller but more modern crossover design and a unibody architecture, improving ride, handling and most importantly, fuel economy. Introduced in 2014, it’s pitched against established midsized SUV’s like the Skoda Kodiaq, Peugeot 5008 and Renault Koleos and despite its controversial styling, the Cherokee became the brand’s second best seller that year.
The latest generation Grand Cherokee, the brand’s largest vehicle, was introduced in 2011 and has been received with great success, becoming the best selling Jeep in Europe from 2012 to 2014, and making up for 44% of total Jeep sales in 2013. It was pushed down to the #2 spot in 2015 by the small crossover Renegade, which sold an incredible 54.000 units in its first full year of sales, helping Jeep regain the sales momentum it had in the years before. In 2016, the Renegade grew further to 76.000 sales, three quarters of Jeep brand sales. An even smaller Jeep is planned for Europe, based on the Fiat Panda platform, intended to bank on demand for premium models and crossovers even in the smaller segments.
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