Jeep counts on Wagoneer S to win over new customers

Jeep is intent on proving that the new all-electric Wagoneer S will help broaden its consumer base and expand the brand’s positioning in the market—as showcased at the official media launch for the SUV in San Diego. 

The details: The Wagoneer S—Jeep’s first global fully-electric vehicle—is being touted as a central part of the brand’s strategy, with a focus on appealing to buyers in the market for a premium SUV that doesn’t scream, “I’m electric.” Car Dealership Guy News had an opportunity to assess the vehicle first-hand.

• Though the Wagoneer S shares the same name as the Grand Wagoneer, it offers buyers a different option in the segment. Like a sporty design, a host of premium features, and performance attributes like a 0 to 60 acceleration time of 3.4 seconds.

• The premium or luxury SUV segment was valued at 4.1 billion (USD) in 2023 and is projected to reach 9.01 billion (USD) by 2032, with electric vehicles being a significant part of the segment’s growth. 

• The first model of the Wagoneer S—Launch Edition—has a starting price of $71,995 (including destination charge), with more trim levels to follow soon.  

Between the lines: The Wagoneer S will play a pivotal role in the company’s efforts to get its U.S. retailing network acclimated to EVs. Meanwhile—Jeep continues to work to rebuild its relationship with dealers.   

• Bob Broderdorf, Head of Jeep North America, who kicked off the media launch in San Diego, departed the event early to meet with Stellantis’ dealer body at NADA in New Orleans, in part to help drum up excitement for the Wagoneer S.    

• While at the convention—Stellantis apologized to Jeep’s 2,600 U.S. dealers for a tough 2024.

• U.S. Sales Chief Jeff Kommor and Filosa then laid out their plan to turn things around in 2025. They promised simpler incentives, bigger ad spending—including a Super Bowl push—and fresh updates to the lineup, like more affordable Ram truck trims and hybrid options for Jeep’s rugged Recon SUV.

What’s next? Jeep will hold a series of EV-focused training sessions with its dealer network across the US to equip dealerships with the insight they need to sell and answer consumer questions about the Wagoneer S.       

Bottom line: After having an opportunity to spend time behind the wheel of the Wagoneer S, it’s clear that Jeep has met the goal of producing a premium SUV that will appeal to a new customer base. However, the vehicle’s success will likely lie in Jeep’s overall marketing strategy to engage those potential buyers and Stellantis’ ability to get its dealer body fully on board with the idea of selling the Wagoneer S. 

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