CHRYSLER Jeep dealers are the key to improving customers’ perception of the brand’s reliability.
Speaking at the firm’s press conference on Friday, the manufacturer explained how training will play a role in this.
Nigel Land, brand director for the marque, said: ‘There has been very little investment in training and this has to change.
‘The dealer network has a important role to play in this and we will invest hugely in CSI, sales and technical training.’
Fiat Group Automobiles managing director Andrew Humberstone, who has overall responsibility for Chrysler Jeep in the UK, added: ‘I don’t think we actually make a bad car now. We just have to improve our perception among customers and our dealers are key to that.’
Also unveiled at the press conference were extremely ambitious sales targets for the future.
In 2009 the firm sold just over 5,000 models. It hopes to increase that to 15,700 models in 2012 – made up of 11,500 Chryslers and 4,200 Jeeps.
And by 2014 the numbers increase again to a combined total of 23,800 units.
The firm plans to do this with new models including rebadged Lancia models, the Ypsilon and Delta, arriving in the UK.
A new Grand Cherokee and Compass will also appear in dealers in 2011, along with facelifts of the Patriot, Grand Voyager and Wrangler.
Humberstone added: ‘Chrysler represents a huge opportunity in the UK. At the moment the important thing is getting the models into dealers for them to sell.
‘We have to have the volume of vehicles for the dealer network so that they can make our 29,000 target for 2014 a reality.
‘We need to support our network and that means getting new product to market quickly. We have a three to five year plan and the new cars planned for 2011 are aimed at bolstering the network.’
Car Dealer Club – if you haven’t already why not join Car Dealer Club for just £25? You get a subscription to Car Dealer Magazine, access to free legal advice worth £199 as well as a host of discounts from suppliers.