Jeep Plans Luxury Model to Target Mercedes SUVs, Range Rover
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Jeep is developing a luxury sport utility vehicle to rival the Range Rover.
It’s a bold gambit that will test anew the elasticity of a brand that started life selling army trucks in World War II and has so far managed not to alienate hard-core off-roaders. Based on Range Rover prices, a luxury Jeep could command as much as $100,000 and help shore up margins as parent Fiat Chrysler Automobiles NV spins off money-minting Ferrari SpA.