Jeep has long been an iconic American namesake, building on its image as a brand for rugged off-roading. That said, Jeep has recently gone more upscale, and that trend continues into 2023.
That makes Jeep just the latest brand to try to portray itself as upscale while also improving the customer experience. Electrification is also a part of Jeep’s future.
All this includes Jeep’s move to have its own standalone dealerships, instead of being tethered to the Chrysler-Jeep namesake, as we recently reported.
As an example of the brand’s shift to being more upscale, the new Wagoneer has arrived sans the traditional Jeep logo. Jeep has ditched entry-level models in Australia, making the nearly $29,000 Compass its cheapest model. The new Wagoneer will be a hybrid by 2025 and the V8 is no more for the performance models. It’s all part of the combined shift towards being electrified and upmarket.
We’ve covered this strategy in pieces before, so consider this a more holistic look at Jeep’s brand strategy.
[Image: 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.
