Tata Motors’s tagline to challenge Chrysler’s Jeep brand’s first car launch in India was “Takes You Anywhere, No Compass Required.” Following the arrival of Chrysler’s computing SUV, such as the Grand Cherokee, it has been indicated as a target of other auto giants such as in Tata Motors and Mahindra & Mahindra.

Jeep Compass has already received over 10,000 bookings. The company says that it is increasing production capacity to meet the growing demand. Chrysler has launched Compass at an attractive price of Rs 14.95 Lakh and its top model costs Rs 20.65 Lakh. Chrysler’s insistent pricing is surprising for the other competitors. Compass was launched on July 31, which was the same day when the Tata Hexa was launch.

Mahindra & Mahindra, the country’s largest utility vehicle company, went one step further and gave a full page ad in the country’s largest newspapers, which said, “You do not have to compare to win the race, you must be breathtaking”. This ad conveyed about the strong performance of the XUV 500 in the Indian National Rally Championship (INRC). The ad also conveyed that “Winning is in our DNA”.

Skoda Auto has also joined the game with its ad, which said, “Why do you need a compass, when you have navigation?” This advertisement has tried to draw attention to the Navigation Factors of Octavia cars. This year the company is also launching the Skoda Kodiaq SUV.

Kevin Flynn, President of Fiat Chrysler Automobile India, hoped that Jeep Compass would get a good response in India, and accordingly we have made required preparations.

However, the response has been more than expected. He said, “We know that customers in India have a lot of alternatives. We are giving all the things that a customer wants in our SUV. Jeep Compass is 76-year-old brand. The most important thing is that since the launch of the composite, people have been a part of the lifestyle.”

The delivery of the composite started from July 31. The company had produced 1,000 units before the scheduled time. Despite this, most of the people who have made the booking will have to wait for delivery. Chrysler has invested Rs 1,700 Crore in Jeep project in India. Compass is expected to give more revenue from it. In the last 4–50 Years, Mahindra & Mahindra’s market share has dropped halfway in this segment. Maruti Suzuki and Hyundai Motor India have made a big dent in the utility vehicle market already.