Since early march, brand identities for Jeep and Ram have been installed at four showrooms in Ha Noi and TP HCM that currently sell Peugeot vehicles and are managed by Thaco. The global websites for Jeep and Ram also direct links to these four showrooms as official dealerships in Vietnam.

Sales staff at these showrooms are personnel currently selling Peugeot vehicles. Dealerships state that Thaco will officially distribute the two American brands. Interested customers are asked to leave their contact information for follow-up. New Jeep and Ram vehicles are expected to launch in the market around QII.

*Jeep and Ram brand identity at a Peugeot showroom on Phan Dang Luu street, TP HCM, in early march. Photo: Pham Trung*

A Thaco representative stated that there is no official information regarding the distribution of Jeep and Ram. Meanwhile, the existing distributor for Jeep and Ram, JVA company, has not responded to inquiries.

Jeep was previously officially sold in Vietnam in 2009 under the distribution of Dong Duong Automobile Joint Stock Company (IC Auto). Its headquarters were then located in a building on Ton Duc Thang street, District 1, TP HCM. However, the brand quietly withdrew from the Vietnamese market afterward.

In 2020, JVA reintroduced Jeep, followed by Ram about two years later. Both brands are owned by the Stellantis group.

Information about a change in the distributor for Jeep and Ram circulated within the automotive industry since late 2024. According to VnExpress sources, since then, JVA has not imported any new shipments for 2025 or 2026 models.

Currently, JVA operates a single showroom selling Jeep and Ram, located in TP HCM. The company previously planned to open an additional facility in Ha Noi but has not yet done so.

Jeep is the main sales driver for JVA. With all vehicles imported and featuring large engine displacements, the prices of Jeep and Ram vehicles are among the highest in the popular car segment.

In its first three years, Jeep's sales were good but gradually declined thereafter. According to vehicle data, including both new registrations and re-registrations, collected by VnExpress, the number of Jeep vehicles registered in 2024 reached 37 units. Promotional campaigns in 2025 helped boost the brand's sales to 84 units.

Jeep's product portfolio currently includes models such as the Gladiator pickup, Wrangler SUV, and Grand Cherokee L. Ram offers the full-size 1500 pickup truck series.

Pham Trung