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Jeep Sees Itself As A Premium Brand Going Even More Premium


It looks like more and more automakers are pushing their brands to the high end. There’s Mini, Mazda, and now Jeep looking to reposition their brand as a premium option. For Jeep, that meant changing the brand from premium to more premium.

That’s what Bill Hayes, senior VP of Stellantis India and Asia Pacific region for sales, marketing and regional operations said. Jeep has already made a similar move in the US by introducing the new Wagoneer, which arrived without the traditional Jeep badge. It’s designed as Jeep and Grand Wagoneer wanted it to occupy a new premium space for the brand.

In Australia, that means cutting the entry-level trim, making the Compass a nearly $40,000 AUD ($29,000 USD, at current exchange rates) entry-level model. Jeep Australia discontinued the 2020 Renegade there. The company is also improving the dealer experience for there customers, making it more attractive and increasing the dealer’s online presence. Hayes told the publication that the brand has a “sharp focus on the customer experience.”

Jeep has made a similar push in the US over the past few years, with the brand pushing for standalone Jeep dealerships or dedicated Jeep showrooms. As recently as this month, the brand continued to encourage dealers to build self-contained showrooms, which attracted customers.

Like the rest of the industry, Jeep is charting a course towards electrification, and this change sees the brand push into new premium and luxury spaces. This transition didn’t come cheap, and with customers continuing to buy crossovers and SUVs, it made sense to raise prices and the dealer experience. The new Wagoneer will be a hybrid in 2025, and the V8 is no longer the brand’s performance model.

No one knows what the future holds, but the industry is changing fast. Jeep tries to adapt as customers flock to its vehicles, but they may as well be disloyal to Jeep. Improving the customer experience is one way to build that relationship.



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