Indonesian Taste when Buying Jeep: Not the Cheapest


Jeep targeting premium consumers in Indonesia. Interestingly, most Jeep consumers in the country don’t buy the cheapest model, this is known from Jeep sales data.

DAS Indonesia Motor has officially won the trust of Fiat Chrysler Automobiles to market Jeep products since June 1, 2020, then start selling since 2021.

Dhani Yahya, Chief Operating Officer of DAS Indonesia Motor, said that since becoming the holder of the Jeep brand, there have been 173 units of cars in the first year, then around 190-200 units by the end of 2022.

Currently, there are several line-ups of Jeep products available in Indonesia. Among them are Wrangler Sport 2D, Wrangler Sport 4D, Wrangler Sahara 4D, Wrangler Rubicon 2D, Wrangler Rubicon 4D, Gladiator and Compass are the types that are already available. Regarding the price, PT DAS Indonesia Motor markets the Jeep Wrangler starting from Rp. 1.6 billion, Gladiator Rp. 1.98 billion, and the cheapest Jeep Compass Rp. 699 million.

“The backbone is the volume generator, which is top of the line. Wrangler, the composition is more than 80 percent dominant. However, with the 7-seaters, it can generate volumes that are high enough to double, so that 60 percent in 7-seaters. seaters,” said Dhani when contacted by detikcom some time ago.

Jeep Gladiator Rubicon 2021Jeep Gladiator Rubicon 2021 Photo: Yulius Dimas Wisnu Adi

The line up will continue to grow in the coming years. Dhani Yahya revealed that at least there will be a new type that will be available for the Indonesian market, the All-New Grand Cherokee 3.6 for 2022, then the All-New Grand Cherokee 2.0 and the long-awaited Mid-SUV 7-seater in 2023-2024.

“Our target is to turn Jeep which is a niche premium market into a volume premium market. This means that we are now 6 percent in the premium segment, last year 3 percent, maybe 4-5 percent now. Later we will grow with the 7-seater until 15 percent,” he added.

Jeep Gladiator Rubicon 20212021 Jeep Gladiator Rubicon Photo: 20Seconds

“Currently the target is 400-500, 80 percent Wrangler, then Gladiator, Compass, then Cherokee next year. Next year can add 1,000 units of the 7-seaters.” he said.

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