Chrysler hopes iconic Jeep will boost global sales

Chrysler has its eye on China and is counting on its iconic Jeep brand to boost global sales and help return the US automaker to profitability after a government-backed bankruptcy.

The first boatload of the new Jeep Grand Cherokee exported from Detroit is expected to reach China soon and Chrysler is also preparing to expand sales in South America, Eastern Europe and Russia, officials said.

The push coincides with the brand’s 70th anniversary, which Chrysler celebrated yesterday at the Detroit auto show.

“Jeep is one of the best known brands in world – it’s as recognisable as Coca Cola,” said Mike Manley, president of the Jeep brand who noted that in many parts of the world, driving a Jeep is a status symbol.

“Since they were first produced in 1941, Jeep vehicles have been the authentic benchmark for off-road capability, having mastered more terrain, led more adventures and provided drivers more freedom than any other vehicle before or since.”

Part of Jeep’s fame reaches back to the legendary vehicles built exclusively for the American military during World War II.