More on Automobile Brand Extensions
Don Hammonds from the Post Gazette gives us some interesting perspectives on how the efforts of car manufacturers to extend the appeal and reach of their brands can sometimes be successful, and sometimes bomb. He talks among other cars about the new Jeep Compass, and offers the following quotes by Jack Nerad, from Kelley Blue Book:
"The major market force driving all this is the fact that there's so much capacity now and [automakers] are looking for volume in any way they can get it." "The Jeep Compass is an example of this. DaimlerChrysler was looking for additional volume out of a platform that they had". "A person buying the Jeep Compass is unlikely to buy Dodge Caliber, which is built on the same platform, and vice versa".
The question that remains to be answered is how true Jeep enthusiasts will react in the long term to risky brand extensions like the Compass.
Tags: Jeep, Jeep Compass, DaimlerChrysler
"The major market force driving all this is the fact that there's so much capacity now and [automakers] are looking for volume in any way they can get it." "The Jeep Compass is an example of this. DaimlerChrysler was looking for additional volume out of a platform that they had". "A person buying the Jeep Compass is unlikely to buy Dodge Caliber, which is built on the same platform, and vice versa".
The question that remains to be answered is how true Jeep enthusiasts will react in the long term to risky brand extensions like the Compass.
Tags: Jeep, Jeep Compass, DaimlerChrysler
By Mario More on Automobile Brand Extensions
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