Would You Pay Range Rover Prices for a New Jeep Wagoneer?

Fiat-Chrysler is taking a huge gamble with the resurrected SUV

October 6, 2016 9:00 am

When the Jeep Wagoneer roars back to life in 2018 or ‘19 after more than 25 years on the shelf, we’re confident it will kick ass and take names. The names it’s targeting, though, are going to be rather lofty ones.

Jeep believes the Wagoneer and Grand Wagoneer have what it takes to put the brand over the $100k benchmark and provide competition for Escalades, Range Rovers and Land Cruisers.

Considering the fate of other mid-range marques that have tried to launch “luxury” models — the Volkswagen Phaeton, the Hyundai Genesis — Fiat-Chrysler might be putting a lot of eggs in the Wagoneer’s basket. Sources are reporting that they plan to price full-loaded editions of the revamped SUVs in the $130,000-$140,000 range.

That said, it’s definitely a basket Jeep CEO Mike Manley, who previously said the Wagoneer name represents “the pinnacle of premium for the Jeep world,” sounds pretty comfortable with.

“I don’t think there’s a maximum price ceiling per se for Jeep. If you look at the upper end of the segment in the U.S., for me, the Grand Wagoneer done well can compete all the way through this segment,” he told Auto Express. “We need to establish Grand Wagoneer in its own right first. That’s why I wouldn’t say there’s a price ceiling.”

Will it work? Knock on wood.

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