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Chrysler to rebuild Jeep brand

By Rong Xiandong (chinadaily.com.cn)
Updated: 2007-04-12 09:26

Special coverage: Auto China 2006
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Chrysler Group, a unit of DaimerChrysler AG, will rebuild the Jeep brand, one of its major brands, in China, the world's second-largest auto market, the group's senior executive said.

Chrysler needs to clearly define the positioning of the Jeep brand if the company hopes to expand its operations in China, said Simon Elliott, president and chief executive officer of Chrysler Group (China) Sales Ltd, a wholly owned subsidiary of DaimlerChrysler.

The Jeep brand chooses sport utility vehicles (SUVs) from companies like Land Rover, Volvo, Toyota and Volkswagen as its major competitors in the United States and some other countries, while in China locally made Jeeps mainly compete with medium- and low-end SUVs, said Elliott.

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The full text is available in the April Issue ofAutoChina.