by Matt Konkle
Managing Editor
After it spent most of last year avoiding automotive shows across the country, Jeep’s parent company Stellantis is reversing its business strategy this year — with plans to retake important floorspace at many major events while ramping up customer interest, cutting prices on some models and introducing new vehicles.
Jeep CEO Antonio Fiosa and Jeep’s North American Head of Brand Bob Broderdorf have both said they expect 2025 to be an extraordinary year for Jeep, and part of that plan includes a heavy automotive show diet.
"The Jeep brand is about to embark on one of the most incredible years in our history,” Broderdorf said during last December’s Los Angeles Auto Show. “The Jeep brand not only invented, but defines the SUV segment.”
"We're ramping up our marketing efforts,” Broderdorf continued in a post on one of his social media accounts. “Including a return to auto shows, targeted media plans, and an exciting comeback to the Big Game this February!”
Stellantis saw an overall sales drop of 15% for 2024 with Jeep faltering 9%. However, the automaker did post a 1% increase in retail sales year over year. Grand Cherokee (216,148) and Wrangler (151,163) led the way in overall Jeep sales, and accounted for almost 63 percent of all Jeeps sold for the year.
The company’s strategy turnaround began late last year when it attended the Specialty Equipment Market Association (SEMA) event in November after skipping it for 2023. It then returned to the Los Angeles Auto Show later that month.
And now, Jeep has brought vehicles and its hugely popular ‘Camp Jeep’ attraction to Detroit and Philadelphia through January 20th.
Additionally, Stellantis has committed to Houston’s Automotive show later this month, Chicago’s show in February and New York’s event in April, as well as Easter Jeep Safari and SEMA.
Camp Jeep in Detroit and Philly offers participants the chance to ride along a specially prepared 32,000-square foot course that includes a Ground Clearance Stair Climber, Off-Camber Bridge, Jeep Crevasse, Extreme Break-over 23’ Hill with 40-degree ‘Jeep Mountain’ Ascent / Descent and a 30-degree banked wedge.
Riders traverse the attraction along with a professional driver in one of several featured vehicles, including the 4xe Wrangler, 392 Wrangler, Gladiator, Cherokee Trailhawk 4xe or Grand Cherokee L.
And the whole idea is to show Jeep’s off-road capabilities to an automotive show audience presumably in the market for one of its new vehicles.
Since the debut of Camp Jeep in 2004, more than 3.13 million people have experienced the interactive off-road experience at over 175 events in the U.S. The automaker estimates around 50,000 people will ride on the Detroit and Philly Camp Jeep tracks.
Just over a year ago, Stellantis cited tough industry headwinds and residual financial difficulties from the late 2023 United Auto Workers strike, as major reasons it would severely curtail its auto show presence.
That led to a pullout from most major North American events, with Stellantis’ dealership retaining the option to attend shows without corporate support.
Besides the marketing turnaround this year, Stellantis is also cutting pricing on some Wrangler Sport and Willys vehicles, as well as a few Grand Cherokee trim levels. And it plans to bring its highly anticipated Recon EV SUV to market sometime before summer.
At Detroit and Philly, Jeep also unveiled its Wagoneer S Battery Electric Vehicle (BEV) that seeks to dominate the upper-end luxury SUV category. The Wagoneer S boasts 600 horsepower and 617 lb-ft of torque, enabling it to run a 3.4 second 0-60 mph while traveling 300 miles on a full charge. It also includes a Level 2 home charger for reduced charging times.
With a starting MSRP of $71,995, the vehicle includes plenty of refinements like panoramic sunroof, interactive front passenger screen, collision and driving assist technology, heated front and rear seats, Selec-Terrain traction management system, all-electric four-wheel drive, 20-inch wheels and a 19 speaker sound system.
“The launch of the all-electric Jeep Wagoneer S marks a new chapter in the storied history of the Jeep brand,” Filosa said. “Building upon nearly a century of innovation and design, this first global EV will introduce a whole new generation of owners to an experience that is distinctly Jeep and 100% electric in every way. With new energy in the Jeep vehicle lineup, ranging from EV to V-8, customers have never had more freedom to choose their own adventure.”
