Some Of Jeep's Best Customers Simply Can't Afford A Jeep Anymore

2024 Jeep Wrangler 4xe High Altitude

Jeep has been on a premium push the last few years. Products like the Grand Cherokee and Wagoneer have turned Jeep into a premium off-road brand. That upmarket push however has come at the expense of sales to some of the brands loyalist customers as Bloomberg reports.

Sales for the brand are down across the board. Data from Bloomberg shows that the brand has gone from selling 267,000 vehicles in 2018 to 181,000 as of this summer.

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Jeep has tried to get a hold on the situation by lowering prices in a way. The brand introduced a base version of the Grand Cherokee that starts at just over $38,000 with destination. And the Wrangler’s $32,000-$36,000 starting prices are still reasonable, but good luck finding one for that at the dealer. Data from Cox Automotive shows the Wrangler’s average transaction price was $59,000 in September.