Regime change atop Stellantis is breathing new life into US brands, particularly Jeep. “The brand no longer has a pricing problem,” said Jeep CEO Bob Broderdorf.
This year, an all-new hybrid Jeep Cherokee will arrive, along with the updated Grand Wagoneer and Grand Cherokee and the Recon, Jeep’s first trail-rated battery-electric SUV.
Expect “bigger powertrains, more ICE variants” and bigger tires. The Hemi-powered Wrangler 392, which was being phased out this year, will be back for the foreseeable future.
Carlos Tavares resigned as Stellantis CEO eight months ago, and what has happened since—at least in North America—has been nothing short of scrapping most of his controversial agenda.
His call for deep cost cutting and ending production of the Hemi V8, pushing hard for electric vehicles, and starving certain brands of new product made enemies among dealers and at regional headquarters in Auburn Hills, Michigan.
Jeep in particular suffered as Tavares pushed for higher prices for the brand’s popular SUVs, and the sales results took a downturn.
But Stellantis has a new CEO, Antonio Filosa, and his arrival less than two months ago has provided a shot in the arm across the brands formerly associated with the Chrysler collective. The Hemi is returning, Tim Kuniskis came out of retirement to run Ram, and Dodge is restoring some of its internal-combustion muscle cars.
And Bob Broderdorf, who became Jeep brand CEO in February, is obviously happy to turn the page. “We’ve set out to right some of the wrongs of our past,” he told journalists gathered in Detroit for a Jeep business update last week.
He focused immediately on pricing and explained how it’s been realigned to emphasize value. “I encourage any customer who was shopping for a Jeep vehicle a year ago, nine months ago, to come back and see how aggressive our pricing is,” Broderdorf said.
Every Jeep Has Been Repriced
“The brand no longer has a pricing problem. Literally, every single Jeep that we make has been repriced, except for the Wrangler, which will be addressed in the ‘26 model year right around the corner.”
New management has allowed time to “recalibrate and reset the foundations of this brand,” and that includes a $3 billion investment in Jeep.
“This year alone, Jeep has made more than 40 distinct product actions, half of which are already in the market,” Broderdorf said.
By the end of 2025, an all-new hybrid Jeep Cherokee will arrive, along with the updated Grand Wagoneer and Grand Cherokee and the Recon, Jeep’s first trail-rated battery-electric SUV, to be available worldwide.
Broderdorf said Jeep will introduce seven vehicles globally in the next seven months, including the Compass in Europe, Commander in the Middle East, and the Avenger in South America. While the current Compass remains on sale in the US, the next-generation model for North America has been delayed.
Playing up Jeep’s rugged DNA, Broderdorf said brand enthusiasts “will see us return to our roots. Wrangler and Gladiator will become more personal, more customizable. We’re going to have more fun.”
That means unlocking customization options, new colors, and new features with engine variants.
Wrangler 392 Stays in Lineup
“Why can’t you get a Wrangler with matching body color fender flares in Mojito green? You should be able to do that,” he said. “We’re going to give some more customization back to the customer where it belongs.”
And expect “bigger powertrains, more ICE variants” and bigger tires to overcome obstacles on the trail. The popular Hemi-powered Wrangler 392, which was being phased out this year, will be back for the foreseeable future.
“With all that love, how could we 86 the V8?” Broderdorf said. “Jeep fans, don't worry, the 6.4-liter Hemi V8 will have a home at Jeep. We will extend the availability of the 392 on Wrangler, and in fact, we will tap the power and performance of the Hemi across Jeep products, as new projects are already under way.”
He promised more powertrain options in the future and more horsepower and specifically mentioned Gladiator, which currently has a 285-hp Pentastar V6. Whether Jeep plans to wring out more juice from the Pentastar or add a Hemi is unclear, based on Broderdorf’s comments.
“So, Wrangler and Gladiator fans, and Hemi fans in general, don’t worry. We got you.”
As for Jeep sales, well, the tide hasn’t turned that quickly. Although Broderdorf claimed 4% growth in first-half US deliveries, the automaker’s own sales data shows a 5% decline, although 1% growth in just the second quarter.
Growing sales in the first half were the Compass (54,834 units), Wrangler (85,613), Gladiator (25,400), and the all-electric Wagoneer S (6,263). But losing sales in the first half was Grand Cherokee (99,668), and the biggest losers—each down at least 54%—were Wagoneer (13,616) and Grand Wagoneer (3,156).
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