Les ventes du Jeep Wagoneer sont en chute libre. Est-il trop tard pour le sauver ?

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      This year is proving to be unusual for car sales in the United States. With Nissan struggling, a fluctuating trade environment, and overall economic uncertainty, 2025 appears to be another year where past trends have lost their relevance. A prime example of this is the full-size SUV category.

      In this segment, trade wars have minimal impact. All of America’s robust, body-on-frame SUVs are manufactured domestically. Take the Jeep Wagoneer, for instance. Previously referred to simply as Jeep or something similarly confusing, even after 15 years in the industry, I find it hard to grasp the essence of the Wagoneer.

      Sales figures indicate that others are puzzled as well. So far this year, Jeep has moved 13,616 Wagoneers, a significant decrease from last year's total of 29,843, representing a 54% drop. The only Jeep model faring worse is the Grand Wagoneer, which has seen a 58% decline compared to last year. On the whole, the only vehicles at a greater disadvantage are the Renegade and Cherokee, which Jeep no longer produces.

      The demand for full-size SUVs doesn’t appear to be the issue, at least from my perspective. The Tahoe, Suburban, and Expedition are having strong sales years, and even the Grand Wagoneer’s luxury competitors are doing well. Lincoln is successfully selling Navigators (up 74% this year), while the Escalade (up 27%) and Yukon (up 22%) are also performing strongly.

      On a positive note, Jeep—excuse me, Wagoneer—has sold approximately 6,200 units of the new Wagoneer S. This electric vehicle competes in the midsize two-row SUV category, targeting the Grand Cherokee (non-L) directly. While this helps offset the sales decline of the Grand Wagoneer, even with the S's figures included, the “brand” is still short around 14,000 sales compared to last year.

      Wagoneer’s upscale positioning is threatened by a company-wide initiative at Stellantis to address years of continuous price increases. Due to new incentives and a more competitive pricing strategy, neither the Wagoneer nor Grand Wagoneer is significantly more expensive than when they first launched. However, that doesn’t mean they are affordable.

      Given that Stellantis dealers across the nation are seeking to offer cars within consumers’ budgets, I can’t help but wonder if Jeep really needs Wagoneer to maintain its identity, whatever that may be. Or is it time to return to the nostalgic charm of the original Wagoneer and let go of the idea of an even more premium sub-brand? My instincts suggest it might be time to do so.

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