Q&AAntonio Filosa · Jeep CEO
Jeep’s recently installed CEO isn’t a red-blooded American – rather an Italian with deep ties in the Stellantis universe. He gives us the rundown of his grand plan
Q What’s it like for you to represent such an iconic American brand as a European?
A“It’s a real pleasure to work with Jeep, to work with the people within the company and the community of people who love Jeep. [But] this brand is in transition. One element of that is electrification, but the other is globalisation. This is a strongly rooted American brand, perceived as the most patriotic brand [outright] in the US. Second is Coca-Cola! But this brand that represents the American dream is ready to globalise, and we want to be a number one player in the transition to electrification.”
Q How do you rationalise a brand such as Jeep – which could be perceived as a petrol-powered brand – with the push for electrification?
A“In Europe, we sold 130,000 vehicles, which more or less accounted for a one per cent market share. But within that we had a 1.2 per cent market share in the LEV (low-emission vehicle) segment, which is very interesting, envisioning the future we have in front of us.”
QWhy do you think Europe is a prime market for Jeep?
A“In Europe we represent a very interesting territory for globalising Jeep. The UK is enjoying a new age with Jeep as it’s attracting a new group of buyers, thanks to models like the Avenger. I believe that the UK is a top market for the brand, the second [in Europe] after Italy.”
QHow will you capitalise on this momentum?
A“We need to think about three major areas of growth. The first is additional regional specialisation, the second is retaining flexibility with our powertrain strategy, and the third is launching new products, including renewing the models we have now.”
Q How will you ensure the retention of Jeep’s character and identity?
A“All Jeeps converge on one point, and it’s that
