Been eyeing one of the Jeep Wagoneer or Grand Wagoneer models but turned off by the high price tag? Then you’ll likely appreciate the automaker’s decision to slash prices by as much as $7,000 on new 2025 models – though you also can expect retailers to start offering good deals on leftover 2025 SUVs.
Jeep Grand Wagoneer and Wagoneer
Jeep has cut prices on its big, 3-row Wagoneer line-up, including the lavishly equipped Grand Wagoneer models, in a bid to kick-start sluggish sales.
Prices on 2025 models will dip by as much as $7,000 on the Grand Wagoneer 4×4, now starting at $84,945 – before $2,000 in delivery fees. The base Jeep Wagoneer 4×2 gets a $3,000 discount compared to the 2024 model, and now starts at $59,945.
On top of the price cuts, Jeep is adding more content to many of the Wagoneer and Grand Wagoneer models in a bid to make them more appealing to reluctant buyers.
High hopes – dashed
Wagoneer was originally positioned as a unique sub-brand, much like Land Rover’s Range Rover.
Jeep had high hopes for the Wagoneer when it revived the nameplate for the 2022 model year. It even planned to turn it into a distinct sub-brand, much as Land Rover traditionally has done with its top-tier Range Rover models. That didn’t work as well as planned and the automaker subsequently reversed course, putting the Jeep badge back on 2024 Wagoneer and Grand Wagoneer models.
Even so, the steep price tag – the base Wagoneer starting at nearly $65,000, including delivery fees, and running up to around $120,000 for a fully loaded Grand Wagoneer – proved too rich for many potential buyers.
And that came on top of other problems that saw the Jeep brand lose significant momentum during the first half of 2024. Add the weak numbers for sibling brands, including Ram and Dodge, and it has hammered the bottom line for Jeep parent Stellantis. The Euro-American automaker suffered a 27% drop in net revenue for the third quarter of the year.
Jeep rethinks production, pricing
Stellantis laid off 1,100 workers at its Warren Truck Assembly Plant, just north of Detroit. The number is lower than expected due to ongoing Jeep Wagoneer production.
With buyers pushing back Stellantis was finally forced to respond. In July it announced what U.S. sales chief Matt Thompson described as “an aggressive incentive program” on 2024 models. At the same time, the automaker took steps to trim inventories.
That has led to a series of production cuts across the Jeep line-up. Late last month, operations at the Warren Truck Assembly Plant near Detroit was idled – again. The facility, which builds both Wagoneer and Grand Wagoneer models, let go of 1,100 workers at the Warren plant last month due to sluggish demand.
Now, Jeep is effectively making those incentives part of its sticker price strategy with the new discounts.
“By lowering MSRPs as much as $7,000 and enhancing standard equipment, such as adaptive cruise control on the Wagoneer and a front passenger interactive display on the Grand Wagoneer, these vehicles have become even more compelling,” Bob Broderdorf, head of Jeep’s North American operations, said in a statement.
More Jeep News
- Jeep Lays Off 1,100 at Wagoneer Plant
- Wagoneer S Trailhawk Concept Could be Jeep’s First Off-Road EV
- Jeep Says it’s Confusing Customers with too Many Trims
Will it work?
Jeep drove a 3% increase in Wagoneer sales during the third quarter by offering big incentives.
For Jeep, discounting seems to be paying off. The automaker saw a 3% increase in Wagoneer sales during the third quarter – though that was modest compared to the 71% jump in demand for the base Compass model.
Whether the lower prices will work for new 2025 models could take several months to learn, however. Unlike most competitors, Stellantis only releases sales numbers on a quarterly basis. That means we won’t see data from the automaker until the first days of the coming new year.
Jeep isn’t the only automaker rethinking its pricing strategy. Toyota, for one, reintroduced the Land Cruiser earlier this year and brought it in at a base price of $57,445 including delivery fees. The prior-generation started at $85,815 in its final year of production. Toyota this week also launched a new base trim for the less exclusive Grand Highlander, the 3-row LE starting at $42,310, or $2,460 less than the old entry package, the Grand Highlander XLE.
They need to drop prices $27,000 not $7,000. Even then it’ll be too damn high.