As part of its 5th-anniversary celebrations in Vietnam, JVA, the distributor of Jeep vehicles, is offering discounts of up to billions of VND on the Wrangler and Grand Cherokee L models. The following table details the price reductions: (unit: billion VND)
| Model | New Price | Discount |
| Wrangler Sahara | 2.499 | 1.389 |
| Wrangler Rubicon | 2.699 | |
| Grand Cherokee L Limited | 3.43 | 2.258 |
| Grand Cherokee L Summit Reserve | 4.288 | 2.6 |
All discounted models are 2023 vehicles imported from the US. Jeep currently operates a single showroom in District 4, Ho Chi Minh City. The largest price reduction applies to the Grand Cherokee L Summit Reserve, bringing its price down from 6.888 billion VND to 4.288 billion VND.
These discounts are the largest offered since the American brand returned to the Vietnamese market in late 2020. A representative from the distributor stated that there is no limit on the number of vehicles eligible for the promotion.
The discounts apply to vehicles with two model years in stock and coincide with discussions among Vietnamese automotive businesses about the potential transfer of Jeep's distribution rights to another company. JVA maintains that it remains the official distributor in Vietnam. However, industry insiders suggest that a major automotive group will likely acquire the Jeep distribution rights in the near future.
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Wrangler Rubicon on the streets of Ho Chi Minh City. Photo: Thanh Nhan |
Wrangler Rubicon on the streets of Ho Chi Minh City. Photo: Thanh Nhan
The Jeep Wrangler is positioned as a mid-size SUV with a distinct design compared to most competitors. It has a boxy, muscular, military-inspired style with a strong off-road focus. The Grand Cherokee L, the long-wheelbase version of the Grand Cherokee, is a large three-row CUV packed with amenities, targeting business professionals and families.
Due to their US origin and specific business strategy, Jeep vehicles in Vietnam are among the most expensive in their segments and the general consumer market. The most expensive Jeep model, the Grand Cherokee L, is priced at 6.888 billion VND, a price point unmatched by any other mainstream automotive brand.
Because of their rugged design and high price, Jeep models have virtually no direct competitors in Vietnam. Jeep customers tend to be distinct, individualistic, and financially secure.
Pham Trung
