Going through the official release which clarifies the rumours, we stumbled upon one particular part. It talks about pride, heritage and authenticity with text that reads, “Built on more than 75 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.”
A legend without a doubt, brand Jeep to a commoner is an American original. However, over the years, it has been passed around by Willys-Overland, Kaiser, AMC, Chrysler, Daimler-Chrysler, and Cerberus before finally coming under the Fiat Chrysler umbrella. Recently, there have been rumours that China based Great Wall Motors has been rather keen on acquiring the brand. But where Jeep is said to be valued at around $20.7 billion, the Chinese car maker’s valuation falls significantly short, which questions the rumoured bid. Moreover, Jeep happens to be one of FCA’s most profitable divisions with more than 1.4 million of those iconic grilles finding new owners each year.
As a result, in response to market rumours regarding a potential interest of Great Wall Motors in the Jeep brand, Fiat Chrysler Automobiles has confirmed that it has not been approached by Great Wall Motors in connection with the Jeep brand or any other matter relating to its business. It further states that FCA is fully committed to its 2014-18 plan, having achieved each one of its targets to date and with only 6 quarters left to its completion.