Le PDG de Jeep déclare avoir résolu leur 'problème de tarification' | Carscoops

      After a problematic attempt to move upmarket, Jeep has revised the pricing on most of its models.

      Jeep CEO Bob Broderdorf stated that the brand is addressing its previous mistakes. As part of this initiative, the company has adjusted prices on nearly all models.

      The Recon is set to debut in November, and the Cherokee will be returning soon.

      Jeep was once a highly profitable brand, but a series of missteps led to a significant decline in sales. The sales figures illustrate this decline, as the off-road manufacturer sold 973,227 units in 2018, but that number dropped to just 587,722 six years later.

      The issues are well-documented and include the removal of the Cherokee and a move towards higher pricing, which backfired and pushed customers to competitors like Ford and its Bronco range.

      To illustrate how extreme the situation became, the base price of the Cherokee surged from $28,135 to $33,995 in 2022. The 2023 Renegade started at $30,490, while the 2024 Grand Wagoneer commanded thousands more than the Cadillac Escalade.

      Fortunately, the company has finally recognized the need for change and has made significant price reductions. During a media event yesterday, CEO Bob Broderdorf mentioned that they revised prices across every model except for the Wrangler, stating this adjustment was essential to rectify past errors and resolve their “pricing problem.”

      As previously reported, several trims of the Grand Cherokee experienced price drops of thousands of dollars, while the Wagoneer’s price was reduced from $62,945 to $59,945. Additionally, the flagship Grand Wagoneer decreased from $91,945 to $84,945.

      While these reductions are substantial, it would be premature to claim that the problem has been fully resolved. A notable example is the Wagoneer S, which starts at $65,200 due to the introduction of a more affordable Limited trim. Even with this slight reduction, the model remains approximately $10,000 higher than the Ford Mustang Mach-E GT.

      This significant price gap has led dealers to decrease prices to clear out inventory. A quick search shows a $67,590 Wagoneer S Limited listed for $38,340, with other dealers offering similar models for $38,973 and $39,995.

      In addition to discussing pricing, Broderdorf acknowledged potential challenges ahead, including tariffs and economic uncertainty. Nevertheless, he remains optimistic about the future, as the brand undergoes a complete overhaul.

      The Gladiator and Wrangler have recently received updates, and the Grand Cherokee, Wagoneer, and Grand Wagoneer are set for updates soon. An all-new Cherokee is expected to launch later this year, and the Recon, an electric off-roader, will be added to the lineup in November. Jeep also has a new Compass in the works, although its future in North America remains uncertain.