Chrysler ME sales jump record 20pc in 2011
Dubai, March 7, 2012
Chrysler Group Middle East recorded its best ever sales in 2011, closing the year with total sales of 15,246 vehicles, a year on year increase of 20 per cent over 2010 (12,664 vehicles).
“In 2010, we achieved an outstanding performance despite difficult market conditions. Our success continued in 2011, with almost all of our Middle East markets registering significant growth, resulting in a 20 per cent increase in sales over 2010,” said Jack Rodencal, managing director of Chrysler Group Middle East.
“This performance is a major step forward within Chrysler Group’s global business plan and clear evidence of the highly positive consumer reaction to the latest Chrysler, Dodge, Jeep and Ram models.”
“Over and above the significant enhancements that have been made to our products, we’re continuing to focus on customer satisfaction as well - infrastructure-wise, we are consistently reviewing and enhancing our operation, sales and marketing strategy, and this has had a positive effect. Significantly, we not only achieved the objectives we set for 2011 but also boosted our retail market share in what was a very challenging year,” Rodencal noted.
“Not only have our sales grown significantly - in most markets, our growth rates are way above the industry average. Within the framework of Chrysler Group’s growth strategy, we will shift up another gear in 2012 and 2013, our intention being to at least double our Middle East sales over this period. In order to do so, we will further expand our model ranges and strengthen our activities in the region,” he added.
The biggest drivers for Jeep were the internationally acclaimed Grand Cherokee (up a massive 156 per cent year on year), Wrangler (up 43 per cent) and Cherokee (up 21 per cent).
With further revisions in the line-up for 2012, including the introduction of the award-winning 3.6-litre Pentastar engine and a new gearbox in the Wrangler, 2012 looks likely to be yet another significant milestone in the Jeep brand’s history.
Despite product availability restrictions, Dodge remained CGME’s highest selling brand. The all-new Dodge Charger once again led from the front with over 3,000 units sold across the region. The Nitro and all-new Durango models also performed extremely well, with increased sales - more than 1,500 Dodge Nitros and 1,300 Durangos.
The year 2011 also saw the emergence of Ram as a standalone brand along with a revised product and pricing strategy, and CGME expects to see exponential growth for the brand in 2012.
“Our dealers in the Middle East and Levant region are achieving excellent conversion rates with customers and it is clear that people in the market for new vehicles really appreciate the new-found quality and reassurance that our latest product ranges give,” said Rodencal.
“No-one is saying 2012 will be easy - far from it, as we know it will be very tough - but with good quality products and discipline I believe the success of Chrysler, Dodge, Jeep, Ram and Mopar will continue.”
Country-wise, there was outstanding sales growth in Jordan (up 141 per cent year on year), Oman (+134 per cent), Qatar (+58 per cent), Lebanon (+47 per cent), Saudi Arabia (+38 per cent) and the UAE (+34 per cent).
Sales in the Iraqi market also grew by an encouraging 14 per cent. December 2011 was the best month for sales, breaking all previous records for the region with sales rising 78 per cent over December 2010.
“Despite acute challenges and stiff competition in the region’s automotive industry, Chrysler Group Middle East continues to push forward. We met all of our targets for 2011 and showed we are on track for sustained growth,” said Rodencal.
“We are totally committed to consistently offer our Middle East customers vehicles that are at the cutting edge of quality, design and technology.”
“The prime objective is not only to consistently meet but exceed customer expectations, and is clear recognition that in the harsh environments of the Middle East, climactic conditions and vehicle usage differs greatly from any other market in the world,” concluded Rodencal. – TradeArabia News Service
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