Automotive pricing and commercialization strategies connected to WLTP standard

This thesis, developed in FCA, started from the consequences of the Dieselgate and the study of the WLTP to analyse the European markets taxation system to understand how this context is in continuous evolution and it need to be monitored by all the marketing mix 4ps. In this scenario, both the transition to WLTP and the Co2 based taxation had a huge impact on the positioning of SUVs vehicles. The experience in the Jeep Brand HQ Pricing team gave the possibility to practically face the problem with the management of the positioning of new models In the French market: the European major market with the highest restrictions regarding the Co2. In this work were collected the actions and strategies applied as Jeep Brand to move the products positioning leveraging on the Pricing opportunities and processes. The product took under analysis was the Compass, since it is the perfect explanation of a product lifecycle conditioned by Co2 and managed by product actions and the pricing instruments. The practical work in the Company was fundamental to follow the whole transformation of the model: from the localization and the modernization of the powertrains to the launch of the first Phev model of the brand. In addition, the particular period we are living was the confirmation of how fast the scenario is changing: the Covid-19 pandemic accelerated the electrification transition giving to the company the opportunity to explore new competitiveness scenarios.