How will you save Jeep?

Jeep sales have fallen significantly in recent years. How do you reverse this trend?

Stellantis has managed to do the unthinkable. They have taken Jeep, a brand that practically printed money, and turned it into a shabby shell of its former self.

Both the once-popular Cherokee and the less popular Renegade have been discontinued, at least in the U.S. That leaves the brand with just one sub-$30,000 model: the nearly decade-old Compass.

MORE: Jeep confirms new Compass, updated Grand Cherokee and Wagoneer

As a result of these and other missteps, Jeep’s sales have plummeted. While the company sold a whopping 973,227 vehicles in the U.S. in 2018, that number fell to 641,166 last year.

Things could be even worse in 2024, as the brand sold just 304,186 vehicles in the first six months of the year. That means they’re on track to sell 608,372 trucks and SUVs, which would be the sixth consecutive year of decline.

Which brings us to our question today: How would you save Jeep? The most obvious answer is to bring back the Cherokee, which is expected to happen by the end of 2025. It’s expected to be joined by a redesigned Compass and Renegade, which would fill a huge gap in a key part of its lineup.

Jeep also plans to launch several electric vehicles, including the Recon and Wagoneer S. The latter is expected to be available in dealers this fall, but it will cost a whopping $71,995.

That’s a pretty steep price considering the Ford Mustang Mach-E GT starts at $54,995 and offers a $995 performance upgrade that makes the crossover quicker than its competitors. Of course, Jeep is targeting a different type of consumer, as the Wagoneer S is essentially the American version of the Range Rover Sport.

Perhaps the biggest problem was pricing. Jeep got too greedy, and sales unsurprisingly plummeted. As we noted not long ago, the Cherokee’s sticker price soared from $28,135 to $37,695 in two years.

Worse still, the little Renegade starts at $30,490 for the 2023 model year, making it more expensive than the Compass. This explains why dealers still have hundreds of new Renegades sitting in stock.