Marketing has been shifted during the COVID-19 pandemic as is made clear by FCA’s challenges of introducing new Jeep Renegade and Compass models in Europe.
A dedicated web platform giving early shoppers in some European markets the first chance to pre-order the exclusive Jeep Renegade and Compass 4xe First Edition – until 30 April, has proved “a resounding success. Now, the wait is over, and the Jeep brand has given the green light for full orders to be made,” says FCA.
To deal with the current “difficult situation,” Jeep showrooms are opening up to potential customers via the Google Hangouts Meet app to continue doing business remotely. Without leaving the house, customers can discover the new models in the line-up, chat with a sales consultant and go ahead with the order of their vehicle. Italy is the first market to use this ‘remote’ contact technology, which will be extended to other countries.
Of course, the marketing babble hasn’t changed:
“Everything is now ready for the imminent arrival of these launch editions, heralding a new era for the American brand. To celebrate, Jeep has paid tribute to the technicians and engineers who have made this possible, with an evocative video shot as the new models completed an epic 3,800-kilometer road test, from the Mirafiori plant in Turin to the Proving Ground in Arjeplog, Swedish Lapland.
“Over the course of one thrilling week, the first Jeep plug-in hybrid electric models in the EMEA region were put through their paces in real-world scenarios that customers themselves could encounter as the vehicles’ advanced plug-in hybrid systems were tested to their limits.”