Jeep CEO Says They’ve Fixed Their ‘Pricing Problem’

After a disastrous push upmarket, Jeep adjusted pricing on most of its models

Jeep used to be a money printing machine, but a series of mistakes drove sales into the ground. The sales chart tells the story as the off-road brand moved 973,227 units in 2018. Just six years later, that number plummeted to 587,722.

The problems are widely known and include the elimination of the Cherokee as well as a shift towards premium pricing. The latter backfired and sent customers into the open arms of competitors, including Ford and its Bronco lineup.

More: Jeep Wagoneer S Discounts Approach $25,000

As a refresher about how crazy things got, the Cherokee’s base price skyrocketed from $28,135 to $33,995 in 2022. The 2023 Renegade began at $30,490, while the 2024 Grand Wagoneer cost thousands more than the Cadillac Escalade.

Thankfully, the company finally came to their senses and significantly reduced prices. Speaking at a media event yesterday, Jeep CEO Bob Broderdorf said they adjusted pricing on every single model besides the Wrangler. He added the move helped to right the wrongs of the past and eliminate their “pricing problem.”

As we’ve previously reported, a number of Grand Cherokee trims saw pricing drop by thousands of dollars, while the Wagoneer was lowered from $62,945 to $59,945. Likewise, the flagship Grand Wagoneer was reduced from $91,945 to $84,945.

Those are considerable cuts, but we wouldn’t exactly say the problem has been fixed. A prime example of this is the Wagoneer S, which starts at $65,200 thanks to the introduction of a cheaper Limited trim. Despite being slightly more affordable, the model is roughly $10,000 more than the Ford Mustang Mach-E GT.

Also: 2026 Jeep Grand Wagoneer Shows Its Face But Hides Something Even Bigger

That’s a huge disparity and dealers have slashed prices to move inventory. A quick search reveals a $67,590 Wagoneer S Limited listed for $38,340, while other dealers have similar crossovers for $38,973 and $39,995.

Besides talking about pricing, Broderdorf acknowledged there are “choppy waters” on the horizon due to tariffs and economic uncertainty. However, he’s hopeful for the future as the brand is being completely revamped.

The Gladiator and Wrangler recently received a facelift, while the Grand Cherokee, Wagoneer, and Grand Wagoneer will be updated shortly. An all-new Cherokee arrives later this year, while the Recon will join the lineup in November as an electric off-roader. Jeep also has a new Compass, although its fate in North America is still unclear.