Autopian: "Jeep Is In Trouble And Hopes Nostalgia Can Save It"

[Mad Mac]

And like Harley and Subaru,
Jeep is a community
of devoted enthusiasts.

It has a market niche,
the rugged alternative
to jelly bean SUVs.

In that vein,
it is my firm conviction
that there is a target market
ripe for the picking.
An under $20,000 Wrangler,
a work jeep or student jeep.

At this time,
there is only one new car available
for less than $20,000.
The Mitsubishi Mirage.
(I had a 1985 Turbo Mirage.)

The work/student jeep
would be bare bones.
No carpet, no radio, vinyl seats...
you get the idea.

Everything would be optional.
The Gladiator in particular
would benefit from a JWT,
Jeep Work Truck.

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[sharpsicle]

And like Harley and Subaru,
Jeep is a community
of devoted enthusiasts.

It has a market niche,
the rugged alternative
to jelly bean SUVs.

In that vein,
it is my firm conviction
that there is a target market
ripe for the picking.
An under $20,000 Wrangler,
a work jeep or student jeep.

At this time,
there is only one new car available
for less than $20,000.
The Mitsubishi Mirage.
(I had a 1985 Turbo Mirage.)

The work/student jeep
would be bare bones.
No carpet, no radio, vinyl seats...
you get the idea.

Everything would be optional.
The Gladiator in particular
would benefit from a JWT,
Jeep Work Truck.

Beautiful ode to the Wrangler. Is that based off Chaucer or a different poet?

 

[BearFootSam]

And like Harley and Subaru,
Jeep is a community
of devoted enthusiasts.

It has a market niche,
the rugged alternative
to jelly bean SUVs.

In that vein,
it is my firm conviction
that there is a target market
ripe for the picking.
An under $20,000 Wrangler,
a work jeep or student jeep.

At this time,
there is only one new car available
for less than $20,000.
The Mitsubishi Mirage.
(I had a 1985 Turbo Mirage.)

The work/student jeep
would be bare bones.
No carpet, no radio, vinyl seats...
you get the idea.

Everything would be optional.
The Gladiator in particular
would benefit from a JWT,
Jeep Work Truck.

Yikes, I hadn't realized how high the floor was for new cars, kind of softens the blow of a JTR in context.

I totally agree with the concept of the JWT, the devil is that it would likely be very popular and as is jeep is taking a massive CAFE hit on these vehicles. Stellantis would have to sell quite a few dumpy grey econo-ovals to meet their targets. For all my love for the JT it is a niche.

 

[danb]

Well… Jeeps are uncomfortable on the road, perceived as unreliable, over priced, (or expensive however you want to frame it) and pretty impractical compared to its competition for most people. Not at all surprising.

I’ll also say this, there are some statistics for the sake of statistics. Is there a correlation with how low Jeep ranked and other automakers going out of business? What is the source? Are people priced out? Are owners trading in and onto different brands? Not to mention… Is using nostalgia in its marketing really that different than idk… trying to sell Jeep’s ro GI’s coming home from the big war then building on that every single year for the next really however many years it has been since Hitler ate one (allegedly)?

Mark Twain said: there are 3 typed of lies: Lies, damned lies and statistics. Statistics can be bent to fit any scenario you want. Professor in advanced ststs. course said the same.

 

[danb]

Funny you say that. Just bought my first Jeep this week - a Gladiator Mojave. I never really thought about it before but it just occurred to me that Jeep is the Harley Davidson of the car world (this coming from a lifelong motorcyclist). Its an American icon, largely based on a design dating back to the 40's or 50's. It has a hard time competing with the Japanese or even the other American brands when considered on a rational basis or bang for the buck , is pretty much a turd performance wise, is known for spotty reliability, yet has a certain rugged appeal and has maintained an almost cult like following. It also has an unlimited aftermarket and seemingly endless number of options for accessorizing and customization. I'm 67 and this is the first new car I have ever purchased for myself. I love the looks and the view from inside the cab while going down the road is definitely pretty cool. I have to admit that after the drive home from the dealer (all the way across Houston on the freeway) I wondered if I had made a mistake. The plan is, if it makes thru a year or two and I don't just end up up hating it, to go all in and do the hemi swap.
I know that money spent on modding is pretty much lost forever but if that's what you like to do that is just the price of admission .

My last vehicle was a 2018 Ram 2500 with the rear air suspension. I now have a '22 Gladiator Overland. Honestly, rides are comparable.

 

[Sandevino]

I’ve bought three Gladiators in two years. One was bought back by FCA due to the diesel fuel pump failure. The third will stick around for a while.

If automakers built and sold vehicles consumers could rely on that lasted hundreds of thousands of miles they would have brand loyal customers. Shareholders don’t care about reliability unless it’s the stock price. They want to sell millions of units and be everything to everyone.

 

[Chris27519]

Jeep, for what ever reason, has been trying to brand itself as a luxury marque. In doing so it has increased its prices to what most people feel is ridiculous levels all the while not improving the basics of the vehicle. Meanwhile it’s competitors have been making great strides and it is now reflected in the sales numbers.

The other thing that became apparent to me is the mark up that Jeep is charging for its 4xE vehicles, something like $20K. As a comparison Toyota charges $1800 for is plug in hybrids..

Jeep has always been a main stream brand and in trying to break into the high net worth crowd it is finding out that many would prefer something like an X3 or X5 over a $70K Grand Cherokee…

Agree with this 100%. I still don’t own a Jeep. Almost bought one in 2019 when I was new car shopping, but had a long commute at the time so bought something more suited to that. Still love the gladiators (and wranglers). Rented one last summer on our WY trip and still want one.

With that said, I am at having such a hard time swallowing the ~20% increase in price (as it was already a relatively expensive vehicle). That’s why they aren’t selling. I am the perfect example. I could afford to buy one in cash but they just seem very overpriced to me now. And for many others, they simply can’t afford to buy them once the reality of a $800-$1100/month payment hits them. These are just very expensive vehicles now for most folks.

 

[JTmac]

Funny you say that. Just bought my first Jeep this week - a Gladiator Mojave. I never really thought about it before but it just occurred to me that Jeep is the Harley Davidson of the car world (this coming from a lifelong motorcyclist). Its an American icon, largely based on a design dating back to the 40's or 50's. It has a hard time competing with the Japanese or even the other American brands when considered on a rational basis or bang for the buck , is pretty much a turd performance wise, is known for spotty reliability, yet has a certain rugged appeal and has maintained an almost cult like following. It also has an unlimited aftermarket and seemingly endless number of options for accessorizing and customization. I'm 67 and this is the first new car I have ever purchased for myself. I love the looks and the view from inside the cab while going down the road is definitely pretty cool. I have to admit that after the drive home from the dealer (all the way across Houston on the freeway) I wondered if I had made a mistake. The plan is, if it makes thru a year or two and I don't just end up up hating it, to go all in and do the hemi swap.
I know that money spent on modding is pretty much lost forever but if that's what you like to do that is just the price of admission .

Excellent point about the comparison with Harley. My heart loves my Jeep despite being overpriced and a bit rough as a daily driver. My head and my wallet like my Toyotas and Hondas that I have driven for the last 20 years (while dreaming of Jeeepin’). As long as there’s enough disposable income to have one, I will keep a Jeep around.

“Steal”antis will keep selling them because there will always be a crowd of devoted followers attracted to the either the symbolic nature of what the brand represents and/or the off-road capability. It seems at the moment they are reaching the price limit that some people are willing to pay for them.

 

[Mad Mac]

Harley Davidson became stylish.
There was for a time a one year waiting list.
Harley expanded production.
Dealers had to move out of small grimey garages
into big airy show rooms full of apparel.
Then a recession accelerated
the failure that was bound to happen.

Harley made the mistake
of growing into the temporary euphoria,
of trying to exploit the hula hoop phase
thinking it could last.

The leisure industry is highly volatile
and vulnerable to recessions.
In the United States
motorcycles are a luxury item,
not an essential mode of transportation.
We have the same problem.

No one needs a Wrangler or Gladiator.
A Jeep is a stylish luxury item,
a fashion statement.
There are far less expensive
and more sensible alternatives
to meet transportation needs
on highways or byways.

We are headed for a recession
or we are already in one.
The rebound from Covid lockdowns
has masked the fact.
But look on the bright side.

If Stellantis discontinues the Gladiator,
ours will become scarce and dear,
just like the Comanche, Scrambler
or original Gladiator.
Strong resale value will be assured.

In the meantime, enjoy.

 

[JTmac]

Harley Davidson became stylish.
There was for a time a one year waiting list.
Harley expanded production.
Dealers had to move out of small grimey garages
into big airy show rooms full of apparel.
Then a recession accelerated
the failure that was bound to happen.

Harley made the mistake
of growing into the temporary euphoria,
of trying to exploit the hula hoop phase
thinking it could last.

The leisure industry is highly volatile
and vulnerable to recessions.
In the United States
motorcycles are a luxury item,
not an essential mode of transportation.
We have the same problem.

No one needs a Wrangler or Gladiator.
A Jeep is a stylish luxury item,
a fashion statement.
There are far less expensive
and more sensible alternatives
to meet transportation needs
on highways or byways.

We are headed for a recession
or we are already in one.
The rebound from Covid lockdowns
has masked the fact.
But look on the bright side.

If Stellantis discontinues the Gladiator,
ours will become scarce and dear,
just like the Comanche, Scrambler
or original Gladiator.
Strong resale value will be assured.

In the meantime, enjoy.

Your mention of Harley and their dealerships made me think about these with regard to Jeep:

 

[Pescatoral Pursuit]

The Gladiator in particular
would benefit from a JWT,
Jeep Work Truck.

I don't think so. Just the basics still has a lot a work truck doesn't need, and falls way short of what it does need, NTM directly attacking the "fun, forget about work, and go play" brand image.

If automakers built and sold vehicles consumers could rely on that lasted hundreds of thousands of miles they would have brand loyal customers.

They can build a shiny turd and the consumer base will clamor for it.
The discriminating shopper has been dumbed down to "mindless consumer." Once inflation + interest rates takes hold, (which it has) the only reality check with Jeeps is the sticker price.

 

[guntrust]

Gas prices are artificially high to support Putin. Drill, and Jeep will be popular again.

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