The smart move would have been to underprice the competition and create some traction for the sub brand. You have to prove your value before you reap the rewards.
I still believe in the Jeep Wagoneer luxury sub brand to be a home run viable product and its resulting vehicles creative and compelling. I think Jeep can do better, especially on the build quality, frankly they must to gain momentum. Considering the competition and the challenges of making a mark in a very elite segment, the Wagoneer brand has done fairly well, these price rollbacks are necessary (see my first comment on timing) and hopefully there are fewer models and less a confusing lineup too. Like way too many.
I’ve sat in a couple and though they are nice, in my opinion something is missing in presenting the Wagoneer in its interior design layout and content as more than a larger Grand Cherokee, which I felt was what I was sitting in with both the Wagoneer and even the Grand Wagoneer The Grand on my inspection was notably the champion of sticker shock for what you get, my take. The Jury is out on the Wagoneer S but there too, in photos, I’m not impressed. Without three powertrain options, it will hurt the sub brand, though I think a smaller entry level Wagoneer is very important. Get a hybrid option announcement out soon.
Jeep, my thoughts, stick with the luxury theme of the Wagoneer and get a refresh in the works immediately. Do everything possible on build quality, get a V-8 option in the Grand and beat the competition on pricing and quality. The market for Jeep luxury exists and if you do some needed improvements, the rewards you sought too soon in the game will follow.
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