By on July 2, 2021

2021 Jeep Wrangler Rubicon. Image: Jeep

Earlier today, I gave you my take on how Jeep should fight off the challenge posed to the Wrangler from the new Ford Bronco.

Now it’s your turn.

I don’t need a lot of words to set this up. It’s pretty self-explanatory. If you were in charge of Jeep, or just the Wrangler team, what would you do, both right now and in the near and long term, to fight back? Product changes? Just a marketing boost? Something else.

Pretend you’re Mike Manley for a minute and give us your take on how you’d push back against a rival invading a space you practically owned.

You know the drill.

Get the latest TTAC e-Newsletter!

44 Comments on “QOTD: How Should Jeep Fight Back Against Ford?...”


  • avatar
    kjhkjlhkjhkljh kljhjkhjklhkjh

    This not hard. Everything on the jeep is old tech. It has made it’s R&D back … sell them 10k cheaper. win.

    • 0 avatar
      Imagefont

      Exactly. Super saver spec with a/c and stick shift for $25,000. Watch them fly off the lot.

      • 0 avatar
        Steve Biro

        This. Super saver spec with manual transmission and air at $25K… done. Take my money. In 1995, the Wrangler’s base MSRP was $12,290. That works out to $21,708 today. This can be done.

    • 0 avatar
      Lou_BC

      Agreed. Jeeps are overpriced. The other factor is improve durability. Even street-queen Wranglers are notoriously unreliable.

      Jeep’s answer will be typical FCA….HELLCAT it!

    • 0 avatar

      The wrangler sells extremely well even priced that high. very little incentive for Jeep to lower the price. Per vehicle profit must be killer. 2nd quarter 21 was the best sales qtr on record for wrangler, they sold 70k of them! The wrangler 4xe is now the best selling plug in hybrid in the US (didn’t see that coming myself). And the galdiator also set records. So far Bronco isn’t doing much to Jeep.

      • 0 avatar
        Rocket

        Jeep has already made lineup changes, and Broncos are just landing. It’ll get worse for Jeep once people start seeing the Bronco on roads. Just wait another year.

    • 0 avatar
      MoDo

      Why would they do that when they already sell every single one they make at an inflated price? If you can sell one wrangler for $50,000 and generate more profit than four of them at $25,000 – how exactly does that put them ahead? Challenger and Ram are way overpriced too and Challenger just outsold Mustang and Ram outsold F150 for Q2.

      • 0 avatar
        ToolGuy

        “Challenger just outsold Mustang and Ram outsold F150 for Q2”

        I don’t think we are supposed to say things like that out loud.

        But to be more technically accurate, Ram [old -and- new] *and* Silverado just outsold the F-Series (not just F-150) in Q2 of 2021:
        https://www.motor1.com/news/517851/ford-trucks-lose-sale/

        [Also, ignore those 75,495 Sierras (53,640 1500 plus 21,855 HD) over there in the corner.]

        Hey Ford – what number comes next after 1 and 2? Ooops sorry – shhhhh…

  • avatar
    KOKing

    I don’t know that they need to. Will Ford get conquest sales? Sure. But in the end the CJ/Wrangler will soldier on with the usual tiny changes, and starting with the 4xe, probably into the post-ICE era. Relative to the Wrangler, I think the Bronco will have its moment, and it may be significant, but I see more of a Hummer-esque path for it. So I think if Stellantis really wants to go head-to-head, don’t do it with the Wrangler. Do it with a new product. That’s what they tried with the Jeepster (not successfully?) before. And if Bronco ends up being a fad, the Wrangler wasn’t sacrificed in the chase.

  • avatar
    DenverMike

    All the options should be ala carte, but a regular 4.7 V8 would seal the deal, and I want it with steel wheels and crank windows, no AC or radio.

  • avatar
    jack4x

    392 in a 2 door and I’d be at the dealership tomorrow.

  • avatar
    JMII

    Are people trading in Jeeps for Broncos? Unless I saw that trend I wouldn’t be too worried. I was under the impression Jeep fans were pretty loyal to the brand.

  • avatar
    ABC-2000

    People in general, stick to a brand, Toyota made sure to built the Tundra in Texas so it will appeal to the typical truck buyer, still, they sell a tiny amount of trucks compare to the big 3.
    Go tell a F-150 buyer that the Tundra drives better, they don’t care, the same way that Jeep is an icon and nobody buy it for it’s great road manners.
    The Bronco is very nice and new, let’s see how it will do in 2 years.

    • 0 avatar
      multicam

      In 2 years they’ll still be trying to fill their pre-orders and ramp up hard top production. This launch is a mess.

      But I agree with your sentiment; I don’t think the new Bronco will last longer than two generations.

  • avatar
    ccto

    Could be that a new entrant in the old-school 4×4 genre has the effect of increasing sales for both vendors. It’s a weird marketing effect. Wrangler being the last remaining big square 4×4 makes it look like a boomer that hasn’t kept up with the times. Shiny new Broncos showing up at the soccer games get people thinking, hey, now my Santa Fe looks dated, and they cross-shop Bronco and Wrangler. Heck, half of ’em will see a Bronco and say “Let’s get a new Jeep like that one”. And they won’t be asking about manual transmissions.

    Best thing Jeep can do is get supply on the dealer lots pronto. Once someone decides their SUV has lost its cool, they won’t want to wait 4 months for stock. While they’re at it: keep the infotainment ahead of Ford’s, and offer tons of high-markup personalization options and packages.

    I don’t think there’s a free lunch for the crowd that really uses Jeeps for what they’re good for. If Jeep sees people cross-shop Wrangler against Bronco Sport, they’d be as likely to respond with a re-skinned Cherokee as any real discount on the Wrangler.

  • avatar
    MrIcky

    Untie some of the 4×4 features from the rubicon. Make at least the rear locker and lower gear ratios available in any model for a reasonable amount. Make the 1.5 lift standard on everything but the sahara. The most impressive thing about the Bronco to me is that you can get the ‘good stuff’ on almost every model. I don’t want a rubicon- but I do want a locker.

  • avatar
    Edzius

    Bring back the Jeepster!!

  • avatar
    tankinbeans

    As others have said, wait and see how Ford does or what Ford introduces as additional specification options. Doesn’t make sense to run in circles, scream and shout yet.

  • avatar
    Rover

    1. Lower the price. 2. Cut the weight on the platform. 3. Get better mpg.

  • avatar
    Ol Shel

    Twin-Hellcat Edition.

  • avatar
    newenthusiast

    Jeep is probably the only US brand namt that can do this, but I think they should go the way of Porsche, and offer far more special orders/customization on interior and exterior options. Or even make some limited runs of what they have shown at the Easter Jeep Safaris over the years.

    I would imagine these are hugely profitable things to do, and unlike a lot of the US auto buying market, I don’t think Jeep dealers or buyers view rare or customized version as something to be avoided, either as new or used.

  • avatar
    JREwing

    One thing Jeep can and should do is get serious about selling an all-electric Wrangler. In many areas, they will soon not be able to sell the Wrangler without an electric drivetrain, and the 4xe is too complex and doesn’t have the range to make it worth the effort.

    Whether they elect for the electric motor graft to the transfer case, or do a ground-up drivetrain without transfer cases, they need to get one out before Ford does.

  • avatar
    Rocket

    The most important thing they should do is the thing they can’t do without upsetting loyalists — ditch the solid front axle. The Bronco is going to slaughter the Jeep in every comparison test that includes even a tiny bit of driving on asphalt. Sure, there are plenty of Wranglers out there that never see a dirt road, but those owners make serious compromises to handling and comfort for the privilege of daily driving a Jeep. With the Bronco, there will be no such compromises. Anybody willing to put up with the fuel economy is a potential owner.

    • 0 avatar
      Flipper35

      The IFS is a compromise for anyone wanting to do serious off-roading. Even if they never leave the pavement people like to know they have the capability to do so in a seriously capable machine. Yes, you can do electronic trickery by locking the wheel in the air, but 4 tires on the ground will always have more traction than 3.

      The people at Jeep have studied moving to IFS but thought it too much of a compromise to do so.

  • avatar
    Dan

    They not only don’t have to but absolutely shouldn’t do anything at all. The cheerful chick car Wrangler is a raging success as is. Chasing after Ford into the Brodozer Jr segment would break that, and even if it didn’t it’d be redundant to the Gladiator and Ram they already have.

  • avatar
    MoDo

    What should they do? Stop solely relying on the wrangler and bring back a real cherokee XJ. Boxy design and better on road driving characteristics than wrangler. Lets face it, most never go off road. BOF, 4×4, XJ styling cues

  • avatar
    MoDo

    Keep in mind there is an all new 4runner right around the corner too

  • avatar
    JD-Shifty

    Gladiator with extended cab option instead of crew cab and a longer bed.

  • avatar
    ToolGuy

    Bronco will crush the Wrangler, just like Windstar crushed the Caravan.

  • avatar
    JaySeis

    Image vehicles for hyped “over landing” on black-stripe rock and two-track dominated by dirt-gravel roads. How quaint playing follow the leader on such b.s. off road “trails” then circling the wagons in the eve to discuss “adventure” tailgating with $50K glam-wagons. The YouTube examples are parodies of what their great-greats did in Model T era two wheel drives. I’m beginning to think a real challenge is with a jacked 2WD PU, with a rear locking diff, rear individual brake control, tallish-wide-like tires, and a rawness not available from a showroom. Some like tech, some don’t. A multifuel hybrid?.. oh god, I’m getting sucked in.

  • avatar
    Polka King

    I have an idea: Fk it all up to be just like the Bronc and then there won’t be any Jeeps any more.

  • avatar
    Tele Vision

    Ford landed on the back foot with this ‘Bronco’. The loyalty that Jeep enjoys from its buyers is something that Ford wants for its BronCar – similar to the F-150 loyalty that Ford both revels in and banks on. Jeep doesn’t have to do anything but watch this meager assault wither. Jeep should be more worried about Mahindra getting a road-legal Roxor into production – but I’m sure Stellantis’ lobbyists are on the case.

    • 0 avatar
      DenverMike

      Are you sure it’s all “loyalty” when its a segment of one? F-150 buyers at least have plenty viable choices, stiff competition .

      You’re damn Skippy, Jeep has lots to worry about (and fix).

  • avatar
    ToolGuy

    “How Should Jeep Fight Back Against Ford?”

    Jeep can’t fight back against Ford. No one can. Ford is unbeatable.

    http://www.mercuryvehicles.com

    • 0 avatar
      ToolGuy

      Look how Lincoln walked all over Lexus in the sedan market.

      http://www.lincoln.com

      http://www.lexus.com

      [click on the “SEDANS” tab on each page]

  • avatar
    Oberkanone

    No frills lower cost trim levels for all trail rated models. I’ll suggest “Base Camp” as the nameology.

  • avatar
    jmiller417

    It already is with the 4xe and 392.

  • avatar

    Jeep relies upon brand loyalty and attachment so the answer is simple- just work on building a better product than Ford.

Read all comments

Back to TopLeave a Reply

You must be logged in to post a comment.

Recent Comments

  • Corey Lewis: Feel like by 05+ it was not unreasonable to expect a five-speed auto, either.
  • Lightspeed: A perfectly good V8 engine wondering why it is sideways. These are kind of handsome, and with a 3800 are...
  • ThomasSchiffer: Growing up in late 1970s and early 1980s West Germany, I remember how these were some of the first...
  • Matt Posky: I have found that automakers and marketing firms use the term EV however it best suits them in the...
  • kcflyer: I lived in Pittsburgh during that time. Three Rivers Stadium was still not paid for despite being decades...

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Mark Baruth
  • Ronnie Schreiber