Jeep Wrangler EV Sales Stall as Brand Seeks Fresh Solutions

Jeep with low sales
The launch of an electric SUV was announced
Currently looking for new ways

Jeep is an SUV brand representing off-roaders. Jeep maintained its reputation by selling about 970,000 units in 2018, but its popularity plummeted in 2023, selling about 640,000 units, and the decline is continuing. This is shocking because Jeep had begun full-fledged electrification with the launch of two pure electric SUVs, the Wagoneer S, and Recon, and was expected to produce electric off-roaders steadily.

With this news, it was revealed that Jeep was looking for new ways to overcome the slump. As electric vehicle sales have recently been slowing down worldwide, let’s find out what solution Jeep can come up with to take a leap forward and what changes will be expected in vehicles launched in the future.

Wagoneer S and Recon
It received attention when it was unveiled

Before introducing Jeep’s new method, it is necessary to introduce some of Jeep’s current pure electric SUV lineup. The lineup includes the Jeep Wagoneer S and Jeep Recon. The Wagoneer S, scheduled to be released in the U.S. in the fall of 2024, is Jeep’s first electric vehicle. It attracted attention as a high-performance electric SUV with a dual motor specification and 600 horsepower output, a speed of 3.5 seconds to reach 100 km/h (62 mph), and a driving distance of approximately 640 km (397 miles).

Additionally, the Jeep Recon, which is more off-roader than the Wagoneer S, is scheduled to be launched. A combination of 4X4 and battery characterizes this vehicle. In addition, it is a pure electric off-roader model equipped with various off-road specifications. Besides, it is known to have removable doors and a roof.

Launching alongside combustion engine models
Similar moves were seen in the industry

One of the methods mentioned by Jeep to overcome sluggish sales is to launch two vehicles introduced as pure electric vehicles and sell them with internal combustion engine powertrains. Since it is a vehicle manufactured based on Stellantis’ STLA Large platform, installing an internal combustion engine powertrain is not tricky. In addition, it was said that the company could launch electric and internal combustion engine models to provide a broader range of choices.

It is believed that selling internal combustion engine models can overcome the slump because they can be sold at a lower price than electric vehicles. It has been discovered that Jeep and vehicles from other brands within the Stellantis Group are already showing similar movements.

Skepticism about electric off-roaders
Can they rebound?

Electric vehicles, as a whole, are experiencing a downturn. Still, some predicted this phenomenon would particularly affect vehicles that reflect environmental factors, such as off-road SUVs. Some said that the essence of an off-road SUV is to demonstrate excellent performance in extreme environments. Still, overcoming ecological and climate factors with an electric powertrain would be difficult.

Therefore, most people view Jeep’s position and actions positively, once again raising doubts about the value of electric vehicles. Attention is being paid to whether Jeep can revive the internal combustion engine and return to the top of the off-road SUV market.