Rajeev is the Director of Marketing at FIAT India. The company has decided to launch its compact four-wheel drive off-road sport utility vehicle (SUV), Jeep Wrangler. Rajeev is not sure as how to price it. The car is targeted at the affluent higher middle class consumers who are adventure oriented and have a passion for off-road driving. The major dilemma is to decide the pricing and position it appropriately. If it is priced more, then the consumers may switch to different product categories altogether from other manufacturers. However, if it is priced at the lower end, then the brand image and personality takes a beat. Rajeev has been called by Amol who is the VP-Marketing at FIAT, India. Rajeev needs a solution to the situation.