Jeep could delay plans to launch its cars in India. The company had earlier prepared three models for launch here in 2013, but now it appears the cars won't be here even after the Auto Expo in February. While insisting that Jeep is still committed to the Indian market, executives from Fiat India say the brand could be launched "as soon as market sentiments improve".
Jeep's careful approach to the Indian market is understandable. It has an exciting range of locally assembled, compact and semi compact SUVs in the pipeline, but it doesn't want to compromise them with a lacklustre launch of the brand here in India. Problem is, it needs to price its first couple of imports like the Grand Cherokee SUV and the Wrangler off-roader aggressively in relation to the competition from Mercedes-Benz, BMW, Audi and Land Rover, but the escalating dollar has made things really difficult. Also a concern is the perception of the Jeep brand in India, with the age old Mahindra association acting as a deterrent
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