A New Chapter Begins in Taiwan
Jeep has officially returned to the Taiwanese market after 15 years. However, the American marque noted that this move is “not a continuation of the past but the beginning of a new chapter.” The press release did not explain why the brand left in 2010, but the decision may have been linked to financial challenges at the time.
In 2009, Jeep’s parent company, then Chrysler, filed for bankruptcy following the 2008 global financial crisis—also known as the Panic of 2008—making international operations more difficult. Additionally, demand for Jeep vehicles in Taiwan was reportedly underwhelming, particularly in a market dominated by Japanese brands such as Toyota and Mitsubishi, which offered lower ownership costs, cheaper maintenance, and better fuel efficiency through smaller-displacement engines.
Back From the Wilderness
Today, Jeep has returned to Taiwan in partnership with exclusive general distributor PG Union, saying it aims to bring the “spirit of American freedom” through the Wrangler. The iconic off-roader is being offered to Taiwanese buyers in two trims: Sahara and Rubicon.
The Wrangler Sahara is geared toward city dwellers who may occasionally venture off-road. This trim features a suspension setup tuned more toward comfort, paired with a Selec-Trac 4×4 system that automatically switches between two-wheel and four-wheel drive based on road conditions.
Meanwhile, the Wrangler Rubicon targets off-road enthusiasts with several rugged features, including a 4.0:1 low-range gear ratio, electronic locking differentials on both the front and rear axles, and a Rock-Trac 4×4 system.
An Icon Leads the Way
However, Jeep has only introduced the 2.0-liter turbocharged inline-four in Taiwan, meaning the 3.6-liter Pentastar V6 available in the U.S. did not make the cut. The power difference is relatively minor, with the inline-four producing 270 horsepower, just 15 hp less than the V6. Smaller-displacement engines also generally offer better fuel efficiency, which may align with Jeep’s strategy for the Taiwanese market.
The American marque also stated that it will expand its network across Taiwan, including eight new showrooms and 17 authorized service centers. These efforts form part of Jeep’s long-term development plans in the country, alongside introducing a more complete lineup and promoting the lifestyle image the brand represents.
While Jeep is getting a fresh start in Taiwan, the company exited China in 2022 due to “broken trust” and rising political concerns.
