Jeep sales continue to fall.
Jeep, along with Ram, are Stellantis’ cash cows, providing the funding for brands that, if not on life support, don’t realize nearly the profits that these American powerhouse brands bring. So, you have to wonder: What took Stellantis so long to realize that Jeep had issues — major issues.
The latest evidence comes from an announcement made on Wednesday by Stellantis that Jeep Gladiator pricing is being “repositioned.”
“We’ve listened to our off-road truck community, reducing MSRPs across the lineup and adding standard features, making the appeal of Jeep Gladiator stronger than ever,” said Bob Broderdorf, senior vice president of Jeep North America.
Most, but not all, Gladiator models get price reductions for 2025.
Well, the prices aren’t cut “across the lineup.” Comparing the announced 2025 prices to what’s shown on Jeep’s consumer site, you’ll find the Gladiator’s entry-level Sport trim, as well as the Willys trim, costs $205 more.
So, as the company crows about how the Wrangler starts at less than $40,000, that’s always been the case. The 2024 Wrangler Sport starts at $37,895. The 2025 model starts at $38,100.
However, the rest of the lineup gets noticeable price reductions, with the Nighthawk dropping $2,890 to $40,895, while the Mojave and Rubicon models get a $5,830 price chop, dropping their starting price to $51,100.
Whether this will make a difference remains to be seen.
Slumping numbers
Jeep’s annual sales reached 973,227 units in 2018, according to Automotive News. It was a high-water mark for the brand, as it’s been all downhill since. In 2023, annual sale totaled 642,924, down nearly 34%. Through the first six months of this year, Jeep sold 304,186 vehicles, down 31,3% from the same period a year earlier. Annually, that pencils out to 608,372 units, or down another 5.4%.
William Peffer, Head of Jeep Brand North America, was replaced in June.
So, it’s little wonder that running Jeep has become the equivalent of being the drummer for Spinal Tap, as Stellantis executives throw everything at the brand to see if anything sticks.
Maserati of the Americas CEO Bill Peffer was brought in to replace longtime brand chief Jim Morrison in December 2023. Peffer was replaced in June by the aforementioned Bob Broderdorf, fresh off his stint as senior vice president of Ram. Peffer is now head of North American dealer network development.
The management change came after Jeep reported a 21% decline in second-quarter sales in a market where demand rose 1.7%.
So, what’s the problem?
While the company keeps shuffling executives, some have complained that Jeep prices are too high. Yet that doesn’t prove true.
2024 Jeep Wrangler Rubicon 392 — the newest version of the iconic SUV.
In 2014, a Jeep Wrangler two-door — which is no longer offered — started at $29,790, according to KBB.com. That’s $35,700 today, according to the Federal Reserve’s Inflation Calculator. Yet the least-expensive 2024 Jeep Wrangler — a four-door — starts at $31,995.
Similarly, a Jeep Grand Cherokee, which started at $29,790 in 2014, or $39,397 adjusted for inflation, starts at $38,035 a decade later.
SO, what’s the problem?
Others may cite reliability, although Jeeps have never been known for that. Ever.
Perhaps, it’s something more ethereal: the hipness factor.
The Jeep Wrangler is a World War II icon, a reminder of America’s power and place in the world. It liberated foreign lands, climbs over just about anything in its path and is the only vehicle with removable doors and roof, and a folding windshield.
Jeep Wrangler 392 – the quickest and most powerful Wrangler ever – is roaring back for the 2025 model year by popular demand.
More Jeep Stories
- Jeep Teases New 2024 Easter Jeep Safari Concepts
- Jeep Drops Prices, Prepares to Launch First EV — and Hints “Range-Extender” May Follow
- 2023 Jeep Compass Gets Much Needed Heart Transplant
Cool? Always
But perhaps, just perhaps, the escalating sales of the previous decade were an exception not a rule. Perhaps it was a momentary mania whose time has passed. Just ask Volkswagen as it has tried to revive its popularity by poking the corpse of Beetle or Microbus nostalgia.
But Jeeps have always been profitable for automakers whose other cars weren’t always bringing home the bacon, including Willys, Kaiser, AMC, Chrysler, DaimlerChrysler, Fiat Chrysler and now Stellantis. So, Jeep will survive. Whether its stablemates do is open to question. If you look at Jeep’s history, it’s a brand that always outlives its parent company or its corporate siblings.
Eagle sedan anyone?
They do still offer the 2 door Wrangler
Maybe if jeep fixed the “death wobble” in Wranglers and Gladiator’s sales would go up. That and bring back the Grand Wagoner hood and grill from 1990’s. The current one is FUGLEY!
I’ve always owned a jeep. I just have one thing to say is that if if you decide to build it and charge me to death. Please !! make sure everything works for one time in your life . I’m tired of all the stupid recalls. Put the pride back into your product.
Need a 2 door gladiator
Sales will pick up after November …If Trump wins..
I love Jeep and have been a Jeep off road enthusiast for 35 +years. In 2020 I ordered my Jeep Gladiator Rubicon(JTR). That day the dealership in Ann Arbor called and said it’s ready for you, was one of my happiest days at 55 years old. Right off the showroom floor to the highway back to Toledo, I was on cloud 9. About halfway back at highway speed, I noticed a vibration. Only slight, but a vibration that shouldn’t be. I reported it having the vibration and this is when, over the next 4 years would slowly but surely begin the ripping away my happiness owning a Gladiator.
Jump to now. As of this post, September 24th, 2024, my jtr that was just under$60k, and has ONLY, just under 50k miles, has collectively BEEN IN WARRANTY SERVICE, 8 MONTHS. IN 4 YEARS, I HAVE BEEN WITHOUT A VEHICLE, TOTALING 8 MONTHS. AS MY ONLY DAILY DRIVER, I HAVE NEVER BEEN GIVEN A LOANER. I PAY $700 /MONTH NOT INCLUDING INSURANCE. THEY ONLY WOULD GIVE A RENTAL CAR FOR 5 DAYS. AFTR 5 DAYS, I THEN WOULD BE OUT OF POCKET. OVER THE 8 MONTHS THE COST WOULD HAVE BEEN A TREMENDOUS LOSS OF MONEY FOR WHAT JEEP SHOULD HAVE COMP’D ME. OVER THE 8 MONTHS, AGAIN THIS IS COLLECTIVELY, I WAS BEING HANDLED EVER SO POORLY BY 5 DIFFERENT JEEP WAVE CUSTOMER SERVICE REPRESENTATIVES, IM CURRENTLY AT THE 4TH DEALERSHIP, (GROGANS) IN WHICH THE CUSTOMER SERVICE IS EXACTLY THE SAME AS THE PREVIOS 3, UNACCEPTABLE!!!
MY JTR HAS HAD 16 FAILS IN EVERY CATEGORY THERE IS FOR A BREAKDOWN ON A VEHICLE. OF THE 16 FAILS, 5 HAVE BEEN SERVICED NOW 3 TIMES, UNFIXED., 3 FAILS, 2 TIMES UNFIXED, AND 1 NEW FAIL, IN FOR THE FIRST TIME, AND THAT LEAVES 7 FAILS THAT WENT IN AND WERE FIXED WITH THE ONE TIME IT WAS TAKEN IN FOR.
MY JTR CURRENTLY HAS SAT IN THE PARKING LOT FOR 45 DAYS STRAIGHT WITH NO COMMUNICATION AFTER THE FIRST 20 DAYS, AND NO WORK DONE TO IT.
THIS TIME ITS IN FOR 5 DRIVETAIN FAILS UNDER WARRANTY. THE LEAST AMOUMT OF TIME IN FOR WARRANTY SERVICE WAS 20 DAYS. THEN 38 DAYS 42 DAYS, AND SO ON WITH THE LONGEST BEING NOW AT 45 DAYS WITHOUT A VEHICLE. I HAVE OVER A HUNDRED EMAILS IN A FILE, OVER A HUNDRED TEXTS, AND A FILE THROUGHTOUT ALL THIS AT 70 PAGES THICK AND MORE COMING. THIS STORY HAS SO MUCH MORE TO IT. I LOVE MY JEEP GLADIATOR AND JUST WANT IT FIXED AND FIXED CORRECTLY. I HAVE LOST ALL OF THE FUN FACTOR THAT IS COMMON TO OWNERSHIP OF A JEEP.
STELLANTIS HAS PROVEN TO ME THEY DO NOT CARE ABOUT THE CUSTOMER WHO LOVE JEEPS. THEY HAVE DESTROYED RELIABILITY IN A JEEP. I WILL NEVER BUY ANOTHER UNDER STELLANTIS MANAGEMENT. THIS GOES OUT TO STELLANTIS…I WANT MY TRUCK.
PLEASE FIX MY TRUCK AND MAKE THIS RIGHT. YOU HAVE NOT PROVIDED A QUALITY CUSTOMER SERVICE, NOR A GOOD JTR. YOU TAUGHT ME A LESSON. IM VERY DISAPPOINTED THAT I BOUGHT A NEW MADE TO ORDER JEEP GLADIATOR RUBICON FOR $60K FROM YOU.
YOUR ACTIONS AND CUSTOMER SERVICE IS UNACCEPTABLE!!
Ross, have you been in contact with the factory or just the dealership?
Now the Gladiators, Wranglers from 2021-2023 are having problems with the Electric Power Steering failing. Some have issues with the P/S connector catching fire even when parked. MY Gladiator wuth 9150 miles on it has been at the dealership since 2 Sep 2024 in their Garage waiting for parts. A new pump came in bad.
One last thought…Im glad I was’nt towing the RV Trailor in the Mountains. This could happen to 471,000 Jeeps. No Recall yet.
Lol I can’t believe you just mention the eagles today and lol I used to sell Eagle visions and drove one for a while. I honestly absolutely love that car. What an amazing machine to drive. Unfortunately it wasn’t very reliable. There was so much potential with them huge amazing handling car.
A 3 row wrangler wud be of the charts also make the axle strong and the suspension the rest is interior color also hard top and soft top