Competition for sports utility sales has never been keener – but that isn’t preventing Chrysler UK from expecting “considerable” success in the sector.

With a 70-year heritage in off-road capability, the revitalised US brand has every reason to believe it has a bright future in a segment that continues to enjoy strong demand.

But the first Jeep to be launched since the company’s merger with Fiat Auto shows aggressive pricing is at the heart of a strategy aimed at winning registrations in a crowded market.

With price tag advantages over rivals of up to £1,900, the Compass SUV should generate sufficient initial showroom interest.

Generous equipment levels will also play a key role in helping dealers achieve the modest sales targets set for 2012.

Yet other virtues add weight to its competitiveness.

Among its engine line-up is a new 2.2-litre Mercedes-Benz turbodiesel unit offering greater fuel efficiency than the previous two-litre motor with the bonus of extra power.

Providing nimble performance and relaxed cruising in a high sixth gear, the CRD is expected to account for 65% of registrations.

Complementing the car’s smoother styling is an upgraded interior featuring softer, higher quality trim materials promoting greater comfort.

But even though it boasts upmarket details like chrome finishers, illuminated cup-holders, multi-function steering wheel and leather upholstery, the five-seat Limited maintains the Jeep tradition of versatility with a wide rear door and flat floor for easy loading and a capacious 1,269-litre cargo space.