Can Stellantis Malaysia Successfully Revive The Jeep Brand In Malaysia?

Could we soon see this iconic grille and badge combo return in Malaysia soon?

To call the Jeep brand iconic is perhaps an understatement to say the least. This is, after all, a name that’s gone on to define what many picture to be a big, tough, and highly capable 4x4 off-roader. We’ll also add that it’s also a brand name that carries the image of modern ‘Americana’.

Historically, Jeep’s presence in the Malaysia market dates all the way back to 1992 when it was distributed by local firm MBF Automotive Sdn bhd. The firm ran several Jeep showrooms and provided after-sales care for both the Cherokee 2.5 and 4.0 models it offered at the time.

Things proved promising enough to prompt an agreement for local assembly (CKD) in Malaysia at one point. Unfavourable exchange rates plus strong competition from rivalling Japanese and European makes however saw this plan shelved, followed by the brand’s general market decline.

Revived in 2014 by DRB-Hicom, the Jeep line-up then comprised of key models like the Wrangler, plus multiple variants of the Cherokee and Grand Cherokee. (Image source: AutoInsiderMalaysia.Blogspot.com) 

In 2014, Jeep was revived when local conglomerate DRB-Hicom was appointed as its new custodians by then principals FCA (Fiat Chrysler Automobiles). A one-stop Jeep showroom and service centre was also established in Glenmarie, Shah Alam and, initially, sales pace was promising.

At this point, DRB-Hicom offered contemporary Jeep models like the then new-generation Cherokee, Grand Cherokee, and iconic Wrangler models to avid local fans and prospects who didn’t mind the seemingly exorbitant price tags said models respectively commanded.

However, Jeep’s failure to develop and produce newer and more exciting offerings at the time saw it once again falter against rivalling Japanese and European makes. This then led to yet another market decline that culminated with DRB-Hicom shuttering its Jeep business by 2017.

A second revival came in early 2020 through independent firm TAHB Automotive. (Images: TAHB Atomotive)

Through TAHB Automotive, the Jeep line-up it offered saw just two models available - Compass and Wrangler. However, this venture soon faded. (Images: TAHB Automotive)

Despite winding things down, DRB-Hicom still held the Jeep brand’s franchise AP agreement at the time. This then prompted both surprise and confusion in early 2020 when local specialist recond (grey/parallel import) cars firm TAHB Automotive announced itself as new Jeep brand custodians.

With the promise of factory-backed after-sales coverage, TAHB Automotive’s attempt saw it flog just two models, those being the Compass and iconic Wrangler. The firm even opened its very own Jeep-branded one-stop showroom and service centre located in Glenmarie yet again too.

Details of what transpired following the small but glitzy launch event held by the firm are hazy, but it ultimately saw TAHB Automotive’s Jeep Glenmarie showroom devoid of any new stocks or customers for over a year, leading to this second reboot to suffer the same fate as DRB-Hicom’s efforts.

Jeep's parent company FCA and PSA Group merged in 2021 to form Stellantis, which also saw the ensuing new group inheriting the PSA Group-owned assembly plant in Gurun, Kedah.

At this point, the status of the Jeep brand’s franchise AP was unclear, but we reckon the Covid-19 pandemic that ensued, followed by the formation of the new Stellantis global entity just a year later (2021) has a lot to do with this short-lived second revival attempt.

The latter event is critical as it saw both FCA and France’s PSA Group merging to form one of the largest automaking groups in history. This merger saw the group inheriting the PSA Group-owned assembly plant in Gurun, Kedah that, in turn, led to the formation of Stellantis Malaysia.

Said plant was where a relatively current, tangerine-hued Jeep Wrangler was sighted on display during a recent investor day event held by Stellantis Malaysia. Moreover, said 4x4 was clearly seen front-and-centre in a photo issued by the firm announcing its operational commencement.

A recent photo released by Stellantis Malaysia announcing its operational commencement. Sitting clearly front and centre is a rather current Jeep Wrangler. It was part of a multi-vehicle display organised during an investor day event at Stellantis Malaysia's Gurun plant.

This is being widely interpreted by many observers as a mild hint of a yet another possible revival in the pipeline. Moreover, this looks to be much more promising than the last two simply due to the fact that the Jeep brand’s principals themselves are set to be behind this.

However, with electrification dictating current SUV trends, and the emergence of up-and-coming Chinese alternatives – GWM’s Tank and Chery’s Jaecoo comes to mind – in our growing marketspace, one could argue reviving a brand such as Jeep could prove more difficult now, more than ever.

Could we see the likes of the latest-gen Wrangler, Cherokee and Grand Cherokee, or perhaps the Renegade, appear in Malaysia soon under Stellantis Malaysia?

Nevertheless, Stellantis Malaysia’s possible success at reviving Jeep in Malaysia lies in you, the consumer, and perhaps your wanton appetite for the iconic brand and any of its latest offerings. So ask yourselves this then: would you really fancy an American-flavoured luxury SUV or 4x4 now?

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