Decoder with Nilay Patel How Jeep is going electric, with CEO Christian Meunier
Oct 19, 2021
Christian Meunier, the Global CEO of Jeep, dives into the brand's exciting electrification journey. He discusses Jeep's new hybrid Grand Cherokee and plans for a complete electric lineup by 2025. The conversation touches on the challenges posed by semiconductor shortages and the brand's balance of tradition with innovation. Meunier also shares insights on the cultural dialogue surrounding Jeep's use of the term “Cherokee.” Discover how the iconic brand navigates modern demands while maintaining its unique identity within the Stellantis umbrella.
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Stellantis Structure
- Stellantis, a merger of Fiat Chrysler and Peugeot, houses 14 brands with minimal customer or geographical overlap.
- The company operates as a matrix organization with regions, functions, and brands, ensuring brand integrity while maximizing synergy.
Balancing Synergy and Brand DNA
- Jeep's CEO maintains control over brand DNA to preserve its identity, focusing investments on differentiating features.
- Common components like electronics and underpinnings are shared across Stellantis brands, allowing more resources for unique Jeep attributes.
American Heritage in a Global Market
- Despite Stellantis' European ownership, Jeep maintains its American identity, evident in design elements like the American flag on US models.
- This approach balances heritage with global appeal, avoiding alienation while respecting cultural nuances in different markets.