There’s a new boss in charge at Jeep, and he’s making some changes. The brand has moved upscale in recent years, pushing prices as high as six figures on some models. But the move hasn’t convinced Americans that Jeep is a luxury brand.
Industry publication Automotive News notes, “U.S. Jeep sales fell 6.1 percent in 2023 from a year earlier to about 642,000 vehicles, the fifth consecutive year of U.S. sales declines.”
So Jeep is slashing some prices and focusing on bringing its off-road heritage to the new world of electric vehicles.
“The brand is in transition,” new CEP Antonio Filosa told journalists in a press briefing this week. “We need to do something about market penetration and market share because it’s not where this brand deserves to be.”
No Wagoneer Brand, Lower Prices
Among the changes:
“Inflation was such a big negative hit for families and people here in the US, we needed to do something,” Filosa said.
Multiple Jeep EVs Coming
Like almost every automaker, Jeep will introduce electric models soon.
“More freedom of choice and means to provide a lineup that has different propulsion opportunities for our customers,” Filosa said. Plans include a sleek, road-focused Wagoneer S high-performance EV, expected late this year. The off-road-oriented Jeep Recon SUV will follow, likely in 2025.
“One is the Wrangler’s soul. One is the Grand Cherokee’s soul. Those are the two souls of Jeep,” Filosa said.
The company also sells plug-in hybrid versions of its Wrangler and Grand Cherokee SUVs.
Filosa teased more new vehicles, saying Jeep plans at least five more launches after the two EVs. But he offered no specifics on what they might be.