The marketing wizards are trying to present the 2022 Wagoneer as a big grand deal; a triumphant return of a legendary nameplate. The only problem is that the forthcoming new Jeep is as generic as its namesake was groundbreaking.
A recently introduced concept car called the Grand Wagoneer has received a big enough media blitz that I assume it is close to what the production model will look like.
“The stunning and sophisticated Grand Wagoneer Concept’s debut instantly positions the storied Wagoneer name as a premium extension of the Jeep brand,” announces a press release from Fiat Chrysler Automobiles (Eisenstein, 2020). “Wagoneer will define ‘American Premium’ while delivering a unique and unprecedented customer experience.”
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Yada, yada, yada. Can we turn down the marketing-speak and talk real for a moment? The Wagoneer and its upscale “Grand” version are a reskinned Ram 1500 truck with a wagon body style (Capparella, 2020). Unlike the Ram, the Jeep has independent rear suspension, but so does its direct competition from General Motors and Ford. Beyond that it’s not terribly special.
This is not to suggest that the Wagoneer will be a commercial failure. It could sell quite well given the current popularity of full-sized SUVs — and the Jeep brand. Nevertheless, the Wagoneer also displays shaky brand management.
We will come back to that point in a moment. First, let’s itemize what FCA did right.
Eschewing badge engineering and edgy styling
Perhaps the most interesting aspect of the Wagoneer is its market positioning. Whereas GM and Ford offer their large SUVs under multiple brand names, the Wagoneer and Grand Wagoneer will apparently be FCA’s sole entries.
That sounds like a good move. The brand integrity of Cadillac and Lincoln have suffered by giving them badge-engineered versions of the Chevrolet Tahoe/Suburban and Ford Expedition, respectively.
By the same token, it makes sense that the Wagoneer and Ram truck will not share any sheetmetal. That would not be a great idea when you’re trying to sell fully-loaded Grand Wagoneers with six-figure price tags.
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In addition, FCA should get points for styling that isn’t overly weird. Ralph Gilles, the automaker’s global design boss, told Automotive News that one goal was to “make sure that it looks great, for many, many years” (Bond, 2020).
Aside from an orthodontic grille and backlit insignias, the Grand Wagoneer concept is an unusually clean and understated design. This is a refreshing change of pace from most other new cars and trucks, which have edgy styling that may not wear well in the long run.
FCA gets half of a point for promising a plug-in hybrid. If the automaker is really committed to “greening” its lineup, every Wagoneer should come with that powertrain. After all, they are making all-wheel drive standard (Capparella, 2020).
Yes, but how anonymous can you get?
For all of its good points, the Grand Wagoneer concept is an example of shaky brand management. Remove the Jeep grille and this SUV becomes utterly unrecognizable (go here for photographs). That’s the opposite of any Range Rover — which is one of the Wagoneer’s targeted higher-end competitors.
Car and Driver commentator Josh R (2020) did a good job of summing up the concept: “Even without a throwback, I was hoping it would look like a Jeep, not the Durango.”
I do not think that FCA should have used an explicitly retro look. That likely wouldn’t have translated well, both because of the original Wagoneer’s age as well as its much smaller size than the new models.
That said, the vehicle could have still drawn more from Jeep’s traditional, Swiss Army knife design language. Instead, FCA is dishing out generic glitz. This is unfortunate because the Jeep brand is in an unusual position to offer more than that.
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To make matters worse, comparisons of the original and forthcoming Grand Wagoneer don’t always pass the laugh test. For example, Jeep historian Patrick Foster told Automotive News that the new Wagoneer could be just as historic and game changing as the old one.
Why, you ask? “The vehicle itself, the look, the feel, the styling, the interior,” Foster stated. “All the other companies are going to have to go back to the drawing board and come up with something to match it” (Bond, 2020).
When the term ‘game changing’ loses meaning
Foster’s comment illustrates a challenge of being an author of multiple books on the brand, such as Jeep: A History of America’s Greatest Vehicle (2014). Could someone in his position get away with offering a critical opinion of the 2022 Jeep?
I ask this recognizing that Foster could be genuinely jazzed about the Grand Wagoneer concept. He undoubtedly has more detailed knowledge about the vehicle than I do. For example, perhaps the interior is a clear advancement over its Big Two competitors. But even in that scenario, how can the Wagoneer be called a truly game-changing vehicle?
Unlike the original Wagoneer, the new one does not represent a paradigm shift. Jeep is not creating a whole new field. Nor is the brand introducing any major new technology. This is an SUV that looks positively ordinary next to a Rivian R1S. Thus, I wouldn’t be surprised if the Wagoneer fades into the woodwork once GM and Ford have a few years to match whatever advances it offers.
All that’s really going on is FCA is playing catch up in the full-sized SUV field. According to research by LMC Automotive, full-sized SUV sales are expected to almost double in the next four years to more than a half-million units annually (Coppola, 2020). If that actually happens the new Wagoneer could do quite well. However, I wonder if the economic convulsions resulting from COVID-19 could rain at least a little on that parade.
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RE:SOURCES
- Bond, Vince Jr.; 2020. “Grand Wagoneer goes boldly into the future.” Automotive News (subscription required). Posted September 7; accessed September 7.
- Capparella, Joe; 2020. “Jeep Grand Wagoneer Returns as a $100K-Plus Full-Size Luxury SUV.” Car and Driver. Posted September 3; accessed September 7.
- Coppola, Gabrielle; 2020. “Jeep Woos Luxe Buyers with Upscale Rebirth of Grand Wagoneer.” Bloomberg. Posted September 3; accessed September 7.
- Eisenstein, Paul A.; 2020. “Jeep Rolls Out New Grand Wagoneer Concept.” The Detroit Bureau. Posted September 3; accessed September 7.
- Foster, Patrick R.; Jeep: The History of America’s Greatest Vehicle. Motorbooks, Minneapolis, MN.
- R, Josh; 2020. Commentator in “Jeep Grand Wagoneer Returns as a $100K-Plus Full-Size Luxury SUV.” Car and Driver. Posted 10:50 p.m., September 6; accessed September 7.
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- oldcaradvertising.com: Jeep Wagoneer (1967, 1983, 1985)
I don’t care what anyone may be afraid to say, but an updated Wagoneer model with rugged-practical styling, excellent visibility using a thinner A-pillar (by today’s standards) for that outdoor feel, and dare I say a modern application of wood grain, slim whitewall or white letter tires, would stand out and sell!!! Young people love riding in retro vehicles, especially old trucks and SUVs with all the Americana that came with them (two tone paint, bench seats, column shifters). We need an SUV that connects with being outdoors!!! Not just another luxury SUV that feels like you’re riding in an elevatorn at the Ritz Carlto.
FCA’s rendition of an iconic classic has been done before. This Wagoneer will become invisible, and forgotten, just as the Jeep Commander did.
A comment from the future, February 2023. I finally saw one in the wild, a Fannie May parking lot. No “Jeep” no “trail rated” to be seen. I was later told that there was “Jeep” on the side mirrors and headlights. Not exactly the place to look for a name. However, turning it Jeepless is a screwdriver away. This tells me that in some markets it will not be offered as a Jeep. The Jeeps can remain trail rated, while the Wagoner owners can run to Herrod’s to stock up on organic lemon curd from the Cotswalds and clotted cream to ride out the 1 cm snowstorm. Yes, the Wagoneer looks generic. When every damn carmaker from Ford to Ferrari has an SUV, there is only so much you can do.