By on May 10, 2022


Jeep has long been an iconic American namesake, building on its image as a brand for rugged off-roading. That said, Jeep has recently gone more upscale, and that trend continues into 2023.

That makes Jeep just the latest brand to try to portray itself as upscale while also improving the customer experience. Electrification is also a part of Jeep’s future.

All this includes Jeep’s move to have its own standalone dealerships, instead of being tethered to the Chrysler-Jeep namesake, as we recently reported.

As an example of the brand’s shift to being more upscale, the new Wagoneer has arrived sans the traditional Jeep logo. Jeep has ditched entry-level models in Australia, making the nearly $29,000 Compass its cheapest model. The new Wagoneer will be a hybrid by 2025 and the V8 is no more for the performance models. It’s all part of the combined shift towards being electrified and upmarket.

We’ve covered this strategy in pieces before, so consider this a more holistic look at Jeep’s brand strategy.

[Image: Jeep]

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16 Comments on “Report: Jeep Confirms Shift Upscale With a Side of Electrification...”

  • avatar

    Jeep has a better chance of pulling this off than Mazda did/does.

  • avatar
    SCE to AUX

    More like an industry-wide trend, actually.

    Going *downmarket* seems to fail lately – Scion, Datsun, and Saturn come to mind first.

    The internet fanboys who claim they want a 4-speed 4-cyl with an AM radio and crank windows never really materialize. My 05 xB1 was great until I tired of its Spartan construction, and Toyota boffed the xB2 – and then the brand died off.

    The mfrs are rightly chasing the dollars – going downmarket is just an expensive way to lose money.

    • 0 avatar

      The Maverick seems pretty popular so far.

      • 0 avatar
        SCE to AUX

        Yes, but Ford is choking Maverick supply in favor of the F-150. The Maverick is useful for teasing buyers toward Ford, and that’s about it.

        Ford moved 19k Mavericks in Q1-22, but they have reservations for over 100k. F-Series sales were over 140k, and that’s way more profit than any number of Mavericks will generate.

        The mfrs are following a familiar pattern of teasing ‘cheap’ cars but not really delivering them. Tesla’s base Model 3 showed the way.

        • 0 avatar

          “The Maverick is useful for teasing buyers toward Ford, and that’s about it.”

          “but they have reservations for over 100k.”

          “The mfrs are following a familiar pattern of teasing ‘cheap’ cars but not really delivering them.”

          That doesn’t exactly jive with your original comment’s 3rd paragraph though. There is a customer base for “downmarket” utility vehicles, but manufacturers don’t want to sell them.

          • 0 avatar
            Funky D

            “There is a customer base for ‘downmarket’ utility vehicles, but manufacturers don’t want to sell them.”

            There is also a sizable customer base for starter houses, but builders aren’t building them because they can build nothing but mid-priced and luxury homes, sell them all, and rake in the dough. Same thing is going on with automakers.

      • 0 avatar

        They all want to move up market for higher per vehicle profit. Their also is a trend where new car buyers are higher and higher income, so less demand for cheaper vehicles (but lots of demand for used). Of course there still is some demand there, so as others leave that space. Some one will try to fill that space. Right now Ford is doing that with Maverick and Hyundai, Toyota and Honda, seem like they want to take the rest of that market.

  • avatar

    Speaking of Jeep electrification, can the company please give the Wagoneer the electric chair treatment, and bring it back as something that’s maybe 50% less ugly?

  • avatar

    Well, Jeep is definitely going upscale and saw it with my own eyes yesterday. I visited my sales-consultant daughter at her dealership yesterday and saw a Grand Wagoneer Obsidian (Unobtanium?) with a Monroney sticker of $107k and “market adjustment” of $15k for a total of $122k. Not electrified but a pretty good example of upscale marketing. It was sitting proudly just outside the front door of the Kia lobby in the multi-vehicle dealership store just behind a Grand Wagoneer Series III (a paltry $109k plus the $15k adjustment). I noted that the lesser Kia’s and Hyundai’s were pushed a respectful distance away to either side…

  • avatar

    I’m seeing more of these lately, which is unfortunate because it is so ugly.

  • avatar

    Everyone goes upscale because Chinese EV invasion is coming.

  • avatar

    Wagoneer interior is gorgeous, the front end is fine – the rest of it is definitely distinctive, but in a Sarah Jessica Parker kinda way….

    Check out prices on the new Grand Cherokee – they’re definitely pushing the limits. Grand Cherokee buyers are extremely loyal to the brand, and they’re banking on the willingness of buyers to step up because of the significant improvement in interior design and features. We’re not in the market right now to replace our ’20 GC Overland, but a new one is going to push $60, or $68k if we go with the e-hybrid variant. That’s getting into very well equipped X5 territory….

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