According to Michelle Yang, GM of MEC Beijing, Jeep has suffered from poor brand perception since first launching in China in 1984, mainly because of perceived manufacturing quality problems associated with local producers.
"Jeep in China has suffered because of the perception that it is locally-produced. Also, it has not done any marketing and advertising over the last two years," said Yang. "We need to differentiate the new Jeep brands from the locally- made Jeeps and rebuild brand image."
BBDO, which recently picked up the assignment as Jeep's globally-aligned AOR, is developing the creative, which is expected to launch around the same time as the first two marques enter China. The Grand Cherokee and the Commander are both expected to be positioned as high-end aspirational brands, although Yang would not confirm if this was the case. Compass is expected to launch by mid-year, and will likely be positioned as a mid-level marque for younger drivers who enjoy the outdoors.
Jeep will compete with all the major SUV marques in China, particularly the Toyota Landcruiser, Prado, the Mitsubishi Pajero and the Land Rover Discovery.
According to Yang, the agency will need to restructure its current team and add headcount, in order to service the account.
Yang said that while the media strategy was still being developed by the agency, it would likely include significant portions of TV and outdoor, with print and online playing a supporting role.
