@Raj_pol See the thing is, we have to get out of our national-identity-market thinking. They cannot do anything for-india-alone, no company other than Mahindra or Maruti can (not even tata anymore). They are near-completely dependent on factors like (a) suitable-model availability in their bigger/biggest markets (usa, europe, LatAm, Turkey, now China too, etc) and (b) export-demand for FCA India products, whether r&d services, engines, transmissions or whole-cars. Accordingly: they've been "slow" and "delayed" with all-new models. In a market that has gone absolutely new-model bonkers (the only cars that sell well, outside of Maruti-s and the Innova) that've sold well in India over the last 2-3 are some, only some of the all-new launches. Also, the market's in a quasi-slowdown or even relative 'recession', as is the economy as-a-whole, so brand/dealer/resale/etc weaknesses are getting further aggravated. In slowdowns the dominantly-trusted brands+dealers do even-better, the weaker-ones do even worse. In fact Fiat's sales performance is pretty steady: it is a wonder they have not reduced to near-zero, frankly. As for Jeep (remember they are interested in brand-launch, brand-image-establishment, and margins in that order, rather than sales numbers which will come through exports mainly): accordingly first the signature vehicles (Wrangler+GCherokee), and then of course the localized C-suv + the sort-of Jeep you're advocating at Duster or Creta prices (please read my posts in the 'Jeeps cometh in india' thread?) The latter will be, am certain, very attracively -priced, the c-suv for eg being a few lakhs cheaper than say the Ford Endevour and several lakhs lower than the new Fortuner, version-to-version (perhaps not the full-on 'Trailhawk' off-road avatar), since it will have much-higher localized content, esp powertrains. And the small, sub-Reneagde Jeep will be based off the new Punto platform and architecture, i.e., cost-competitve too without sacrificing the essential brand-engineering-quality DNA (similar in that sense to the indian Abarth Punto in conception.) I feel certain the marketing will be adequate for Jeep. It has, IMO, been adequate for Fiat in India too over the last 2 years, or rather certainly since Kevin Flynn tookover, without any sales-effect however. However that lack-of-sales-effect of the number of ad campaigns has more to do with the brand-indifference and hostility already prevalent (i.e., closed-mindedness and/or risk-aversion) NOT marketing quantity or quality. Let's see whether the Jeep brand introduction and initial sales goes well (relative to the expensive segments they'll play in). They're saying a target of 1000 for the initial phase with just the Wrangler+GCherokee. No chance of that, of course, but say 500 is imo on-the-cards. Remember: the Fiat dealers outside of the biggest cities will also have the Jeep franchise, so the distribution-coverage will be very large for an expensive brand launching-in-India. Volvo and Jaguar-LandRover in India don't have THAT many dealers either, and they've been here years.