Jeep sales have suffered a huge decline as drivers complain about high prices and too much technology in the vehicles.
Two of its iconic models, the Wrangler and the Gladiator, face an uphill battle to win over consumers.
Wrangler sales fell 35 percent, from nearly a quarter of a million to 155,491, the Toledo Blade reports.
Meanwhile, the Gladiator suffered more, with sales down 38 percent, from 89,712 in 2021 to 55,187 last year.
It’s a trend that has continued to plague the off-road giant throughout the first half of 2024.
Sales of Jeep, including its iconic Wrangler (pictured), have suffered a sharp decline as drivers complain about high prices and excessive technology inside the vehicles.
The latest sales figures show that Jeep posted its lowest sales figures for six years in June, with just 13,134 Wranglers and 3,542 Gladiators sold.
Sales projections are so bleak that some experts believe there may not even be a 2026 Gladiator model.
Jeep prices have skyrocketed 61 percent since 2018, according to Caredge.
Pricing for a 2024 Wrangler now starts at $31,995, up $400 from last year’s price. However, a top-of-the-line model can cost a whopping $101,890.
The Gladiator, considered the Wrangler’s sister model among pickup trucks, has a starting price of $37,895, and a top-of-the-line version starts at $64,890.
The vehicles feature a range of high-tech features including remote vehicle start, a 12.3-inch touchscreen, a 4G hotspot that can support eight devices, a rear-view parking camera and many more.
However, the improvements have put off many longtime fans of the brand, who say they come at the expense of affordability.
“They took something simple that worked and made it too luxurious,” Jason Davis, administrator of the Jeep fan Facebook page, told the Toledo Blade.
Sales of its Gladiator fell 38 percent, from 89,712 in 2021 to 55,187 last year
‘They raised prices so much that they lost touch with their loyal customer base and made it difficult for people to buy them.
“Nobody wants to pay $50,000 to $98,000 for a vehicle that is used on the road. You can’t set a price that makes it impossible for most consumers to afford the vehicle and then be confused by a significant drop in sales.”
Jeep fanatic Sherry Trees is currently looking to purchase her second Jeep for off-road use, but she’s looking exclusively for vehicles with less technology.
“Comments on the Jeep sites I’m on say that the new guys with computer systems always have problems. I prefer the old school, where you don’t need a computer science degree to fix it,” he said.
It is a problem that the National Road and Transport Authority has detected.
Earlier this month, approximately 32,863 Jeep Wranglers and Gladiators were recalled to repair problems with instrument panels.
In November 2022, NHTSA announced a recall of nearly 63,000 2021-2023 model year Jeep Wrangler 4xe vehicles equipped with a plug-in hybrid electric vehicle powertrain.
Even longtime fans of the brand have complained about the exorbitant costs and excessive technology in the vehicles, which includes things like 4G Wi-Fi that can support up to eight devices.
American singer and icon Bruce Springsteen stars in a Jeep Super Bowl ad
At the time, NHTSA documents warned that these cars could experience engine shutdown that could result in a sudden loss of motive power while driving.
Earlier this year, the government’s auto safety agency announced it was investigating more than 94,000 Jeep Wrangler 4xe vehicles after receiving complaints about cars that fell outside the scope of the previous recall.
Last year, manufacturer Stellantis announced the recall of more than 32,000 hybrid SUVs for posing a potential fire risk.
Current Jeep models are direct descendants of their Willys MB 4x4s, which were used on the battlefield by American soldiers and other allies during World War II.
This story has long cemented its status as an iconic American brand, something it leaned into with its Super Bowl ad a few years ago, starring “Born in the USA” singer Bruce Springsteen.
Today, however, the company is owned by Dutch automaker Stellantis, which also owns other iconic American brands including Dodge, Chrysler and Ram.
The manufacturer has been facing problems across its portfolio with the potential threat of more strikes by the United Auto Workers union.
Union chief Shawn Fain says Stellantis has breached terms negotiated during a wave of crippling strikes last year.
Jeep also faces competition from rival Bronco and Maverick models from Ford, off-road vehicles that sell for considerably less.
The situation has Stellantis’ top brass on edge, judging by a letter from National Dealers Council Chairman Kevin Farrish to CEO Carlos Tavares.
“Reckless short-term decision-making to secure record profits in 2023 has had devastating, yet entirely predictable, consequences on the U.S. market,” Farrish wrote.
‘These consequences include the rapid degradation of our iconic American brands, brands like Jeep, Dodge, Ram and Chrysler, which have more than a century of history in the United States.’
But there is still hope for Jeep, especially since the Federal Reserve recently lowered its benchmark interest rate, in a move expected to spur sales.
Current Jeep models are direct descendants of their Willys MB 4x4s, which were used on the battlefield by American soldiers and other allies during World War II.
But beyond that, industry leaders believe the brand’s legendary status in American history and culture will be enough to propel it back.
“The brand has a lot of value. It’s not going to go away just like that,” said van Drury, director of research at Edmunds Inc.
“There’s an American symbolism behind it. It’s an icon and represents something bigger than the brand itself. Jeep will change course at some point.”