Recently, a Peugeot showroom under the Thaco Auto system in Hanoi underwent a notable transformation, unexpectedly rebranding itself with Jeep’s identity.
Inside the yard, several RAM muscle pickup trucks were also gathered. Previously, at an internal event of THACO Auto, the duo RAM 1500 RHO and Jeep Wrangler Rubicon made a surprising appearance alongside the new-generation Kia Tasman and Peugeot 3008, 5008, raising suspicions.
This move is the clearest indication that the two renowned American automotive brands are ready to enter a new chapter under Thaco Auto’s management, ending the role of the former distributor, Jeep Vietnam Automobiles (JVA).
For Thaco Auto, this is another strategic merger following the successful takeover of BMW and MINI. Bringing Jeep and RAM under the same roof as Peugeot not only expands their product range but also strengthens the group’s position in this “new era.”
Conversely, Stellantis’ trust in Thaco is understandable, given their long-standing relationship through assembly and distribution projects for Peugeot—one of the 14 brands under this multinational automotive alliance.
Despite backing from a financially robust conglomerate, operating Jeep and RAM in the coming period is expected to face challenges. This transition coincides with a slowdown in Vietnam’s luxury car market due to a global decline in purchasing power. Before Thaco’s takeover, Jeep had established its reputation with SUV lines like Wrangler, Grand Cherokee, and the Gladiator pickup, while RAM focused on the “beastly” RAM 1500.
Maintaining appeal for these niche, high-end vehicles with specific customer bases in the current economic climate is a complex challenge. Thaco Auto will need innovative strategies, cost optimization, and leveraging its nationwide service network to convince the discerning upscale clientele, who demand stringent after-sales quality.
The most significant aspect of this deal lies beyond the domestic market. With its robust production infrastructure in Chu Lai, Thaco Auto is expected to go beyond mere importation. Currently, Stellantis lacks a large-scale assembly plant for its flagship models in Southeast Asia—a market projected to reach approximately 3.1 million vehicles by 2025. Thaco can leverage its existing luxury vehicle assembly expertise to position Vietnam as a production hub for Jeep and RAM across the ASEAN region.
This approach showcases Thaco Auto’s vision to transcend national boundaries and deepen its involvement in regional supply chains. This model has been successfully implemented by major conglomerates like Sime Darby and Tan Chong in Malaysia. By becoming a production and distribution center for global brands in ASEAN, Thaco is cementing its status as a multinational industrial group with international influence.
TH (Tuoitrethudo)
Photo: MXH
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