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.