- Over 62,000 sales since 1994
- Significant growth in the dealer network
- Bright future with new product offensive
This month marks the 10th anniversary of the return of Chrysler Group
products in Australia.
Since 1994 Australians have been re-acquainted with a succession of
four-wheel-drives from the legendary Jeep brand, including the ever popular
Cherokee, the capable Wrangler and the flagship Grand Cherokee, as well as
stylish vehicles from the Chrysler brand including the bold PT Cruiser, the head
turning Crossfire and the ultimate in people movers, the Voyager.
Over 62,000 vehicle sales later Chrysler Jeep is in a strong position and
poised to enjoy continued growth in Australia with exciting new products on the
way, including the new Chrysler 300C and Crossfire Roadster.
Chrysler Jeep re-entered the Australian market initially via Astre
Automotive, a subsidiary of Singapore based Cycle & Carriage.
Astre commenced with a five-year distribution licence and kicked off sales
with the Jeep Cherokee in April of 1994.
By the end of the first year, 1,490 Cherokees (XJ) were sold in Australia, an
outstanding start for the brand.
At the same time the Sydney-based Astre Automotive were busy setting the
foundations for the re-introduction of Chrysler.
In 1996 the number of products offered in Australia increased considerably
with the introduction of the Jeep Grand Cherokee (March), Chrysler Neon (July),
Chrysler Voyager (July) and Jeep Wrangler (October).
Chrysler Jeep Australia took over as the official distributor in January
1999, following the completion of Astre’s five year licence.
The new model Grand Cherokee was released soon after.
In the following year the company added the PT Cruiser to the model line-up
and updated the successful Voyager.
Chrysler Jeep Australia and Mercedes-Benz Australia formed DaimlerChrysler
Australia/Pacific, the first completely merged regional sales organisation in
the new company, in April 1999.
Some interesting facts about the last decade in Australia include:
Sales – Sales have grown by 418 per cent from 1,490 units (1994) to
6,229 units (2003). Total first quarter sales in 2004 are up an impressive 20
per cent compared to the previous year;
Total sales - Over 62,000
vehicles have been delivered to Australian customers;
Superior value –
An example of the value offered by the Group is highlighted by the Jeep
Cherokee. The 1994 Jeep Cherokee (XJ) was priced at $39,968. The current Jeep
Cherokee (KJ) price starts from $35,990. The latest model boasts superior drive
trains and mechanics, evolved exterior styling and refined interiors – a better
package for less money, a decade on;
Iconic – The Jeep Wrangler has
sold well consistently since its 1996 launch. Whilst the vehicle has advanced
mechanically and equipment levels have improved, the styling has proved
consistently popular with customers seeking a legendary and rugged product from
Jeep;
Moving families – Proving a hit with families, the Voyager has
achieved 8,337 sales since release, considerably raising the profile of the
Chrysler brand in Australia;
Bold design – Continuing the trend of
stylish vehicles from the Chrysler Group, the bold PT Cruiser injected newfound
enthusiasm for the Chrysler brand and established a new segment in 2000;
Dealer network – has grown from 40 dealers in 1994 to 68 authorised
dealers nationwide in 2004;
Jeep - Jeep has been writing car history
around the globe for more than six decades. From bitumen to bush, no other brand
has more 4WD heritage than Jeep. The brand has a loyal customer base and
continues to build on its popularity in Australia.
Chrysler - No other
brand has been more daring than Chrysler with it’s courage and expertise in
turning concept cars into reality.
Reflecting on the 10th anniversary the National Sales Manager for Chrysler
Jeep, Brad Fitzsimmons, said: “We’re extremely proud of what we have achieved in
Australia over the past ten years with the re-introduction of some legendary
American brands into the Australian marketplace.
“We are committed to building on our success in the Australian market. The
next 10 years are sure to be even better than the last ten and the arrival of
Dodge in 2006 will liven things up even more,” Fitzsimmons concluded.
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