Jeep Grand Wagoneer: A Premium SUV by iBestTravel
Jeep recently apologized for the delay in bringing back the Grand Wagoneer, yet according to Ralph Gilles, the automaker’s head of design, it may have been beneficial that the launch didn’t occur a decade ago. He asserts that the times simply were not right.
“The times were not quite right at that time,” Gilles remarked shortly after the global reveal of the Jeep Grand Wagoneer Concept, which serves as the precursor to the upcoming short wheelbase version of this high-end SUV. Set to go on sale for the 2022 model year, the Grand Wagoneer will also have a long-wheelbase version and will be part of a larger Wagoneer family, including more accessible three-row SUVs.
“Had this vehicle been born 10 years ago, I don’t think we would have executed it as well,” Gilles admitted. “There is luxury in every square centimeter of this vehicle. My team 10 years ago wasn’t ready for that.” Much has been learned since then about constructing luxury vehicles effectively.
“A lot of factors had to align: our know-how, capabilities, and available platforms,” Gilles explained. “We likely should have attempted an earlier release, but I believe our customers are still prepared for it.”
There Is a Warehouse Full of Stillborn Grand Wagoneers
Gilles has overseen multiple design iterations dating back to the mid-’90s, which remained in storage while the full-size SUV project was repeatedly delayed. Despite the setbacks, the Grand Wagoneer was never omitted from the automaker’s five-year product plans.
“I believe we ended up with the right design,” Gilles stated. “Some designs aimed too hard for a retro look or were overly futuristic. We chose a more timeless approach that exemplifies elegance.”
The automaker already produces retro models like the Jeep Wrangler and Dodge Challenger, which led Gilles to reflect on the absence of wood paneling. “We contemplated this for a brief moment. However, the original featured contact paper on the sides, which lacked credibility. We opted not to include wood paneling on the exterior; instead, it will reside in the vehicle’s interior.”
Nevertheless, some nostalgic features remain, such as the maximized windows for a panoramic view and a front grille that leans forward—a nod to previous models. However, the rear window does not lower, a necessary tradeoff to ensure the desired glass width.
Retro Would Have Been a Mistake?
According to Christian Meunier, president of the Jeep brand, not adopting a retro design was a prudent decision. He articulated that the large SUV segment has evolved; modern vehicles are larger, more premium, and equipped with advanced technology compared to their predecessors. “A retro style would be ill-suited for today’s market,” he emphasizes. The new design is expected to ensure longevity, potentially lasting up to 20 years.
This segment sells approximately 500,000 units a year in the U.S., with Meunier predicting that Jeep will rank among the top three brands for total sales—with about 70% of consumers choosing the Wagoneer variant and the remainder opting for the Grand Wagoneer.
Gilles remarked on the significance of the premium three-row SUVs, asserting that they will boost the brand and retain Jeep Grand Cherokee customers seeking additional seating. Despite some potential shifts to competing models, because the Grand Wagoneer is introduced as an additional offering, there was no immediate urgency for its market entry.
Finally, a Flagship for FCA
Gilles notes, “This vehicle represents a flagship of interiors for FCA and aims to be at the forefront of the segment right from the start rather than through gradual improvement. Our goal is to launch among the best in the world.”
The Jeep team is confident that the mainstream Wagoneer will be premium yet distinctly different from the Grand Wagoneer, especially in materials quality, justifying a potential price difference of up to $40,000. Developing the $60,000–$70,000 Wagoneer has proven challenging, according to Meunier.
Additionally, further variants are anticipated. Jim Morrison, head of the Jeep brand in North America, acknowledged customer demand for both on- and off-road performance options. While executives remain tight-lipped about whether new models might take a couple of years to develop, they highlighted that Jeep maintains Grand Cherokee sales leadership by continuously introducing exciting features, including the supercharged Trackhawk and off-road-ready Trailhawk models. The Wagoneer family is anticipated to utilize a modified version of the Ram platform and may share some powertrains. Notably, the new 2021 Ram 1500 TRX boasts a supercharged 6.2-liter Hellcat V-8 engine generating 702 horsepower and 650 lb-ft of torque, lending itself perfectly to a performance variant of the Grand Wagoneer in the future.
Dealer Strategy
Jeep recently showcased the new concept to eager dealers. There will be enhanced online ordering capabilities for the Wagoneer and Grand Wagoneer, alongside additional concierge services, a 24/7 customer support hotline, and three years of complimentary maintenance for the SUVs.
