Jeep revealed its new Cherokee SUV, aiming to revitalize the brand’s sales when it launches later this year. The midsize SUV will include a hybrid powertrain option; however, the specific type—traditional or plug-in hybrid—has not been disclosed. Jeep CEO Bob Broderdorf emphasized the Cherokee’s role in offering more variety and competitive pricing, situating it between the Jeep Compass and Grand Cherokee.
Jeep has faced challenges with affordability, as the base price for the 2022 Cherokee was around $30,000, while the Compass starts at approximately $27,000 and the Grand Cherokee at about $36,500. The company has not provided further details on production, but analysts suggest it will be manufactured in Mexico, a decision made prior to the Trump administration and ongoing tariffs on imported vehicles. The previous Cherokee was produced in Illinois, a plant that has since been idled due to cost-cutting measures.
The discontinuation of the Cherokee and the smaller Renegade contributed to a decline in Jeep’s sales, which has seen a downturn for six consecutive years. Sales plummeted by 10% in the first quarter of this year alone. The new Cherokee is viewed as a critical component of Jeep’s strategy as it seeks to reverse negative trends. Incoming Stellantis CEO Antonio Filosa, who previously led Jeep’s turnaround efforts, is expected to prioritize the brand moving forward. As Jeep strives to regain its footing in the competitive automotive market, the introduction of the Cherokee could play a pivotal role in their recovery strategy.
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