Jeep reached 1 million cars produced at the Goiana factory recently, in an event that had the collaboration of Canaltech. The expressive number proves that the US automaker has returned to success in Brazil after spending some time away from the “spotlights”.
Jeep’s return to the position of “sweetheart” in the SUV market after a period of absence began a little less than a decade ago, in 2015, precisely when the brand inaugurated the factory in the city located near Recife, capital of the state of Pernambuco. The plant, by the way, is the first exclusive of the brand to be opened outside the United States.
The explanation for the strong connection between the Brazilian consumer and the brand born in US territory, however, began much earlier, more precisely in 1957. It was in that year that the Jeep CJ-5, which was already manufactured with imported parts in São Bernardo do Campo, became part of the ambitious plan to nationalize car production in Brazil.
More than a brand, a category
Since then, models such as the Wrangler, Cherokee and Grand Cherokee have been imported into Brazil and accepted with relative success. As the manufacturer itself makes clear in its presentation on the website, “the Jeep brand moves and transforms the lives of millions of car lovers, transcending brand status to become the synonym of a category”.
“Adventure, freedom, authenticity and passion. These four words move the lives of most Brazilians and sustain their youthful spirit of living. The same characteristics that we, over almost eight decades, have shared with the world to inspire a new lifestyle. Yeah, Brazil. If before we felt at home, now you really have become our home”, says Jeep on its official website.
Gustavo Carnevali, Jeep Brand Product Manager, spoke with the Canaltech and he also gave his explanation for this Brazilian passion for the brand’s cars, especially in recent years.
“Jeep has always been synonymous with adventure, capability and great experiences! Our models have technology and attributes that differentiate them from their competitors and this has allowed us to lead the SUV segment in Brazil in the last seven years. And this leadership is not by chance”, boasted the executive.
Jeep’s success in Brazil in 4 pillars
The inauguration of the Jeep factory in Goiana was accompanied by the global launch of the model that “pulled the queue” for the automaker’s return to the hearts of Brazilians: the Renegade. According to Gustavo Carnevali, a set of factors determined that the SUV became a true phenomenon in the green-yellow market:
“The Jeep Renegade, with its iconic design, has revolutionized its segment and is the only one offering 4×4 versions in the category. All this together with the most powerful turboflex engine in the category. With all the technology and safety that the model offers, it won several comparisons and was also elected the best buy of the year by an important Brazilian magazine, considering all segments”.
Reign of the Compass
Another model that, like the Renegade, is also responsible for the success of Jeep in Brazil is the Compass. The history of the SUV in national territory began in 2007, the year in which the first generation of the car arrived here via import. The definitive “explosion”, however, came with its second generation.
“The Compass has led the market among midsize SUVs for six years. It brings a lot of on-board technology, flex and diesel versions, 4×4 capacity and the safety and quality that accompany all models of our brand. The Compass also has a hybrid version in the country, the first Jeep electrified model here”, pointed out Carnevali, citing some of the attributes that made the Compass a success in sales in Brazil.
Commander: made for Brazil
The third car that helped Jeep recover ground and become successful again in Brazil is the Commander. Launched in 2021, Commander is a leader in the segment among D-SUVs (large SUVs) and was developed by Brazilian teams, that is, made especially to run in the country.
“The Commander quickly won the preference of Brazilians thanks to its refinement, off-road capacity, internal space and capacity for 7 people, in addition to all the technology and connectivity it offers, some of which are exclusive in its category”, commented the executive of the brand.
Imports add the final touch to the recipe
In addition to the trio of SUVs produced in Goiana, Jeep’s recipe for recovering its prominent position and becoming successful in Brazil has a special final touch: the importation of traditional models of the brand.
The two main ones are the Jeep Wrangler and the Gladiator pickup, considered by the automaker as “true trailblazers of terrain”, with differentiated capabilities and “unique technologies” in the Brazilian market.
“With this range of products, always meeting the wishes of customers and attentive to market demands, we managed to win more and more customers and we still have a lot to conquer here”, concluded Gustavo Carnevali, leaving in the air that there is still news on the way to the Brazilian in the near future.
