Thaco has announced it will be the new importer and distributor for Jeep and Ram vehicles, taking over from the previous distributor, JVA. The company plans to release detailed information regarding its business strategy, after-sales policies, and pricing for Jeep and Ram models on 30/5.

The first two product lines to launch under Thaco's distribution will be the updated 2026 Jeep Wrangler and Ram 1500. These models will continue to be imported from the US, as with previous generations. Thaco representatives indicate that the new pricing will be more competitive.

The updated Ram 1500 Rebel model (imported by Thaco) on the Stellantis Rally 2026 (23-24/5) in Lam Dong. *Photo: Thanh Nhan*

Beginning in early 2026, Thaco initiated the development of Jeep and Ram showrooms, strategically co-locating them with Peugeot dealerships. This approach, known as the "Stellantis Brand House" (SBH) model, represents a long-term strategic partnership between the Vietnamese company and the Stellantis group.

The SBH concept involves integrating multiple brands within a single showroom space, a strategy Stellantis (which owns Jeep, Ram, and Peugeot) is implementing for the first time in Vietnam and the ASEAN region. The first two SBH showrooms to become operational are located in Binh Duong and Phu My Hung, both within Ho Chi Minh City.

Jeep previously had an official presence in Vietnam in 2009, distributed by Indochina oto Joint Stock Company (IC Auto). Its headquarters were situated in a building on Ton Duc Thang street, District 1, Ho Chi Minh City. The brand subsequently made a quiet exit from the Vietnamese market. However, JVA reintroduced Jeep in 2020, with Ram following approximately two years later.

The updated 2026 Jeep Wrangler model distributed by Thaco in Vietnam. *Photo: Thanh Nhan*

Jeep served as the primary sales driver for the former distributor, JVA. Given that all models are imported and equipped with large-displacement engines, both Jeep and Ram vehicles commanded some of the highest prices within the mainstream automotive segment.

Jeep initially experienced strong sales for its first three years but saw a subsequent decline. Data collected by VnExpress, which includes both new and re-registered vehicles, shows 37 Jeep vehicles were registered in 2024. Robust promotional campaigns in 2025 contributed to an increase in the brand's sales, reaching 84 units.

Thanh Nhan