Stellantis reviews Australian creative account for Jeep, Fiat and Alfa Romeo
Cummins & Partners' iconic 'I bought a Jeep' branding still lives on for Stellantis
The automotive giant behind Jeep, Chrysler, Alfa Romeo and Fiat has called a pitch for its local creative account, just six months after appointing a new regional marketing lead.
Stellantis, the Netherlands-headquartered conglomerate formed through the 2021 merger of Fiat Chrysler Automobiles (FCA) and Groupe PSA, has confirmed it is currently in the midst of a review process but declined to comment further.
Mumbrella understands Stellantis began contacting agencies in July.
The local business, FCA Australia (FSA) — which houses the Jeep, Fiat, Alfa Romeo, Chrysler, Leapmotor, and Ram Trucks brands — has worked with Cummins&Partners for around 15 years.
During that time, the agency has delivered a number of notable campaigns, including the iconic “I Bought a Jeep” platform, and more recently, the “I’m In” brand platform aimed at rebuilding consumer trust.
Just last year, the agency revived the ‘I Bought a Jeep’ platform to highlight its Jeep Avenger electric vehicle for today’s audiences,
It also worked alongside Channel 7’s Sunrise to execute a dramatic helicopter stunt that launched Stellantis’ Leapmotor in Australia.
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Cummins&Partners has successfully defended the account several times, most recently expanding its remit to include Alfa Romeo in 2020.
However, Stellantis has recently undergone several changes in local leadership, with Mike Tsesmelis stepping in as managing director, Australia and New Zealand.
In June 2024, Malaysia-based Nirmal Nair stepped into the role of Stellantis Asia-Pacific head of sales and marketing.
Jeep sales have been abysmal in Australia! Australia should be the second biggest 4WD market after the USA……..yet Jeep has hardly any slice of this. They withdrew from diesel, which makes a huge chunk of the market, and now seem to watch Chinese 4WD brands take over their tiny share.
Withdrawing the Grand Cherokee – another superb vehicle – is crazy in a huge country like Australia, especially with two versions to satisfy buyers of either 5 or 7-seats (L version)!
Something is definitely wrong – Stellantis need real Jeep people on the ground to experience what the market needs! Trust in the brand is high in the USA but extremely poor in Australia – be it price, reliability, lack of spares or price of spares.
This great brand and range of models is highly suitable for Australia, yet its hardly represented.
Even the Defender is achieving good sales…
Thanks
The jeep brand is anachronism in Oz.
Euro made for those that feel they need to ” show” themselves they can afford and buy into it.
Asia- Japan made, Thai made indonesia India create good spec quality vehicles for Oz consumers. China is setting the bar high in Oz, sadly Usa made euro made no longer holds in Oz!
Stellantis need to have a firesale and shutter Oz market.