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Jeep not a ‘cute, funny, luxury or pretentious’ brand: New CEO planning image makeover

The new boss of Fiat Chrysler Australia is set to change the brand direction of Jeep locally as it seeks to go back to its brand roots and original values, ditching any association with being a funny or luxury brand. Admitting that even some inside Fiat Chrysler Australia had failed to truly understand what the […]
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