Jeep's new CEO, Bill Peffer, continues to consolidate the brand and recently said the brand's trims could stand to be cut down. Speaking with The Drive, he says that as a mass-market brand, it's important not to make things too confusing for the consumer, ensuring there's a clear focus that's easy to understand. As the former head of Maserati, he knows a thing or two about simplifying a lineup.
"We are a mass market brand. We do sell things in volume—much broader than, say, Maserati was. Complexity reduction is something that happens constantly, and we probably could stand to do a little bit more of it. One of the ways that we're tackling complexity is coming to market with a product like Wagoneer S with one configuration."
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