Jeep Boss: Wagoneer Pricing is Out of Control
With a price tag that steps deep into six-figure territory in some configurations, the Jeep Wagoneer is one of Stellantis’ most expensive vehicles in the United States. The SUV’s extreme premium price tag rankled some buyers, and Jeep’s boss isn’t stoked about it, either .
With a price tag that steps deep into six-figure territory in some configurations, the Jeep Wagoneer is one of Stellantis’ most expensive vehicles in the United States. The SUV’s extreme premium price tag rankled some buyers, and Jeep’s boss isn’t stoked about it, either.
“Wagoneer, it’s too far,” Jeep head Bob Broderdorf told Motor1. “There’s such a fine line on where to go. Creating demand in the market, you want one less car than the market wants. Not 1,000 less, or 1,000 more, so there’s subtlety there. And some of the strategies just went too far.”
Part of the problem with the price is that the most desirable features are locked away in expensive options packages, making it impossible to get a well-equipped Wagoneer without breaking the bank.
Broderdorf said he wants to change that.
“Some of the moves that we’ve done, I even call it ‘taking content hostage.’ There are some things they locked away in previous strategies that made the really cool stuff you’re looking for hard to get. That needs to be unlocked. You will see us, very shortly, unlock more of that from a product standpoint. That’s what you want? It’s there. We’re not making you get something you don’t want just to get the price higher.”
Buyers have turned their backs on Jeep in recent times, as the brand’s pricing and quality have both been significant issues. That’s a big problem for Stellantis, as Jeep has traditionally been a money-printing company with loyal customers, making the bailing buyers an even more dramatic issue.
[Images: Jeep]
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.
