Chrysler Creates Jeep Product Team

Date 2008/1/24 17:04:00 | Topic: Miscellaneous

Chrysler recently realigned their development teams and in the process created the "Jeep Product Team". If you thought that there had been one of these all along, you'd be wrong. Previously, development teams were organized by platform, regardless of the brand. Chrysler is betting that with a dedicated Jeep brand team, vehicles will be more Jeep-like.

From Marketing Daily:
CHRYSLER IS SHUFFLING ITS PRODUCT development teams so that the engineers dreaming up the vehicles are thinking brand as much as vehicle platform.

Explains a spokesperson at the Auburn Hills, Mich.-based company, which last year split from Daimler, "it has been until now platform-based, so there were teams for body-on-frame vehicles [e.g., trucks] like Jeep Wrangler and Dodge Durango, Ram and Dakota. And there were teams aligned with front-wheel-drive vehicles."

He says the change allows for "a combination of brand focus and customer focus, while at the same time focusing on commonality and timing."

The new organization creates a Jeep Product Team, whose vehicle-development efforts will be focused on evincing the Jeep brand, including parameters usually reserved for marketing communications: strong, iconic, heritage and loyal customers.

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