2022 Wagoneer and Grand Wagoneer: Don't call them Jeeps
The iconic Wagoneer and Grand Wagoneer are back, but folks at parent company Stellantis aren't calling them Jeeps. Here's why.
The 2022 Wagoneer and Grand Wagoneer are backed by decades of heritage, provide excellent off-road capability and even feature iconic seven-slot grilles. These upscale SUVs are Jeeps through and through, though folks at parent company Stellantis don't want you to refer to them by the J word.
Stellantis spokesman Trevor Dorchies explained to Roadshow, "Wagoneer is a premium extension of the Jeep brand," one that's designed to push it into a more upscale automotive space occupied by rivals like the Cadillac Escalade, GMC Yukon Denali and Lincoln Navigator. These reborn SUVs offer far more technology and luxury than mainstream Jeeps, as well as dramatically enhanced customer service.
"While the Jeep brand broadly covers the North American mainstream SUV market from the compact to full-size segments, Wagoneer and Grand Wagoneer compete in the Large SUV segment with Wagoneer covering the heart of the market while Grand Wagoneer competes in the premium SUV space," noted Dorchies. This portfolio of vehicles is a premium extension of Jeep, one that pushes it to new heights and into new segments. Despite being a significant part of this off road-focused division, you won't see that four-letter name used very much in reference to these new, high-end SUVs. Instead, it's Wagoneer all the way.
See? Even the steering wheel says "Wagoneer" instead of "Jeep."
In fact, traditional Jeep branding is missing from the 2022 Wagoneer and Grand Wagoneer. This famous wordmark is nowhere to be found on the hoods and hatches; even their steering wheels are emblazoned with "Wagoneer" instead of Jeep, like you see on the brand's other models.
Even though you can learn more about these Wagoneers on Jeep.com, even though they offer Jeep 4x4 systems and even though they're sprinkled with subtle Jeep Easter eggs, the Wagoneers are being positioned as something different. This strategy is similar to the connection between Range Rover and Land Rover. There are several distinct Ranger Rover models that aren't necessarily referred to as Land Rovers, even though it is the brand that builds them.
And if Wagoneer is copying Range Rover's homework, it stands to reason it will eventually offer smaller, somewhat more affordable products, just like the top-shelf Range Rover is much pricier than the smaller Velar and Evoque models. Naturally, when asked about this, Dorchies declined to comment on future plans, but he did say, "The vehicles you guys are looking at here today … are short-wheelbase. We have a long-wheelbase [variant] coming as well. More info on that later."
