In 2014, Sergio Marchionne set a bold goal for Jeep: selling a million units worldwide. Surpassing expectations, Jeep remained above the seven-figure mark until 2022, mainly driven by robust U.S. sales. However, recent years saw a dip in U.S. sales, prompting Stellantis to appoint Antonio Filosa as Jeep’s CEO to spearhead a sales rebound strategy.
Filosa, focusing on market penetration and share, initiated several measures to revitalize the iconic brand. Notably, Jeep adjusted pricing, enhancing value across its lineup. Discounts of $2,000 to $4,000 were applied to models like the Grand Cherokee and Gladiator, with added features to maintain competitiveness.
Moreover, Jeep is embracing a diverse powertrain strategy, aligning with industry trends. Plans include increased plug-in hybrid electric vehicle (PHEV) options and the introduction of battery-electric models like the Wagoneer S and Recon, slated for release this year.
Streamlining branding is another focus area, with Jeep integrating Wagoneer models more closely into its lineup. Recognizing dealer feedback, the company will enhance Jeep branding on Wagoneer variants, strengthening brand cohesion.
Additionally, Jeep aims to improve production quality by establishing a dedicated team to address customer concerns directly. With these initiatives and five new or updated models on the horizon, Jeep anticipates a significant impact on user experience and sales performance.