Product Management in Brand Jeep

The present document explores and analyzes the Jeep method of Product Management, based on the activities developed by the author in the internship performed in the EMEA Product Marketing Department of Jeep, from June/2019 to December/2019, in Mirafiori (Turin, Italy). The author presents how the Brand department of Jeep is structured inside the FCA Group and how the company commercially manages its products, in order to familiarize the reader with the working environment and activities of a global automotive company in the commercial and marketing fields of the industry. The author also explains how important and correlated these two departments are to the whole vehicle design and product development process. ??The thesis focuses on a specific product, the Jeep Wrangler, to apply the concepts explored throughout the text and highlights how the processes monitored and managed during the internship are defining future product novelties such as electrification. The author also performs an extensive analysis on up-to-date data (2018-2020) from the automotive market, including the effects of the COVID-19 pandemic to the industry, the current and future tendencies of the automotive market, and how the OEMs (particularly Jeep) should deal with it in the search for commercial success and perpetuity.