Bob Broderdorf is listening.
The automotive industry veteran, who took over as Jeep CEO in February, said he regularly scrolls through Jeep Reddit threads, reading the comments (and complaints) from customers. Sometimes he'll even reply back.
Jeep sales have been a bright spot for Stellantis, its parent company, though Broderdorf said the 83-year-old brand can do better. That's why he's making a concerted effort to hear from customers on how the storied marque can improve -- on pricing, options and even electrification.
"I have made 81 changes in just the last couple of months, some tiny, some big. But all these little things add up," he told ABC News. "I want to make the right content at the right price. I read what they write [on Reddit]. I understand their frustrations."
Another goal of Broderdorf's? Making every Jeep as desirable as the popular Wrangler and Grand Cherokee SUVs.
"There are many products where we haven't properly told the story to consumers," he said.
New models like the all-electric Recon are coming, along with a refreshed Cherokee and Grand Wagoneer, which launch later this year. Broderdorf also has big plans for the Wagoneer and Grand Wagoneer, its premium utes. Plus, the new Wagoneer S, the brand's first battery electric vehicle, is now available to buy.
Broderdorf opened up about tariffs, uncertainty for the industry, returning the brand to its roots and why the "ducking" trend is "extraordinary."
The interview below has been edited for clarity.
Q: You're a veteran of this industry, having held various senior positions at Stellantis. What are your top goals now that you're in charge of Jeep?
A: My first goal, quite frankly, is to create a level of consistency in our foundation and focus on our core audience. Given the state of the company, I very much [want to] create a level of calm. You're going to see us bring a lot of new products to round out the portfolio.
Q: When you mention new product, are you talking about more electric vehicles?
A: We're not holding ourselves to just one powertrain. We've got more ICE [internal combustion engine] vehicles available. We've got the Cherokee coming, that's right around the corner. We're going to refresh some of our core products very quickly. There's a lot of opportunity that I still see in the brand. Quite frankly, our customers have been very vocal. If you shopped us even six months ago, the pricing and the value story is far more ambitious than where we were previously.
Q: Do Jeep customers want an EV?
A: We have the technical know-how to add battery electric vehicles to our lineup. We're doing that with the Wagoneer S. We want to make sure that we do it in a way that's authentic to Jeep. So if I can leverage electric power to make a better Jeep, then our customers are certainly interested. I think 4xe is a great example of how we do that. More low-end torque adds better rock crawling capability, for example.
Q: How have tariffs affected Jeep sales, if it all? Where are the majority of Jeeps produced?
A: For us, we needed to slow things down a little bit and see how it unfolded. We've slowed down production, particularly in products that were outside the U.S., particularly in the Q1-Q2 timeframe. There are still a lot of unknowns. We've also taken a pause at some of our manufacturing plants, to make sure we're optimizing those. The good news for us is we have an entire breadth of product.
We've got a lot of options to keep the sales flow going. With the industry changing this much, you want to stop and make sure you're absorbing everything that's happening to you to make sure you're making the right business decisions.
We are very much are a global brand. We've got a significant portion of our sales outside the U.S. Not every Jeep is built in the U.S. We've got some built in Mexico, Europe, we cover the whole gambit. We've even got production in South America. We ship cars globally as well as produce globally.
Q: Has there been discussions about shifting that overseas production to the U.S.?
A: Of course we're looking at it. The industrialization strategy will continue to be updated. That is still being sorted out.
Q: Stellantis' U.S. sales fell 10% in the second quarter of 2025 compared with the same period a year ago. Jeep had a slight increase in sales year over year -- 1% -- largely because of strong consumer interest in the Wrangler and Gladiator. Where are you seeing opportunity?
A: If I only looked at retail -- selling to actual customers -- [sales are] significantly above 1%. The part that's actually dragging us down is selling cars to rental car companies. Those sales historically have lower margins and they're not something I am really that interested in chasing. I am very pleased with our sales lift since we've redone the team and brand ... we're seeing this great momentum lift. Yes, fleet sales and rentals are important, but what's more important is selling to people who are going to work every day.
Q: So this downturn at Stellantis and the $1.7B hit from tariffs may not impact the Jeep brand specifically?
A: We have plenty of opportunities where I still think we can grow. Our lineup is missing EVs. We want to be a major player in every single SUV segment.
There are many products where we haven't properly told the story to consumers, or those products require enhancements that I think we can improve and attract a much bigger audience.
You'll see in the next six months how many changes we're going to make.
Cherokee is a massive miss -- it's the biggest segment in the U.S. We need a midsize SUV. Cherokee is going to be an amazing storytelling opportunity.
Anytime the brand is listening to its audience, giving them what people really want, I think you'll improve your loyalty. There is no question. They need to know that we listen to them and care about them. And I think the changes we've made have showcased that.
Q: Everyone was talking about 3-row SUVs a few years ago. What are sales like of the Wagoneer and Grand Wagoneer?
A: We got our foot in the door, people are aware that we're here. I still think there is upside ... I am very ambitious on that product. I've driven [the Wagoneer] all over the country, I love the way it drives. This is still a miss for us that we can improve. I've got big plans for this one.
Q: What's the response been like to the all-electric Wagoneer S, which had a quiet debut last year?
A: This thing is so fast and so fun to drive. We're off to a decent start, I would say. I make four cars at the same plant so we can be very flexible there.
Q: The federal tax credit for EVs and PHEVs is set to expire at the end of September. How will this impact sales of your 4xe models? Are dealers also reporting higher sales of these vehicles before the incentive ends?
A: If you've been shopping and are interested in an EV, you know the $7,500 exists. Anybody currently in market will get one before the Sept. 30 deadline.
I think you'll see a run on product, then a massive [sales] spike, then a drop.
Q: Who are you targeting with the Recon, which is launching later this year?
A: People know this car is coming. We haven't said much about it yet. We showed it in a Super Bowl ad. We're ready for this product. We'll have more to talk about at the end of the year.
Q: What is the biggest challenge for every automaker right now?
A: The thing we all want is consistency. We believe at Jeep that we can build great cars. And when we can focus on that, and not all of these other distractions, we can build cars people love.
As we continue to change the face of our portfolio, we'll also get back to our roots. We're really embracing our off-road community. And it's important to me that they know we care. Jeep enthusiasts are the priority. Jeeps are like an invite to the party. Once I cultivate that audience, and we truly have embraced them, there are a lot of people who want to get an invite to that party. And when you drive up in a Jeep, you're immediately one of us.
Q: What's your take on this Jeep 'ducking' trend?
A: Anytime you see a group of people who are this passionate about your brand, it's extraordinary. Jeep is one of a kind. The fact that this many people decorate their cars with ducks, how can you not appreciate that kind of passion for what we do every day?
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