An American classic is attempting to rectify its past to the extent that executives are openly acknowledging errors were made. Which classic? It’s Jeep.
Jeep is arguably the brand synonymous with off-road vehicles, yet its historically tough image has been entangled in a series of complications including unreliable performance, extensive recalls, strategic uncertainty, and more. Even the Wrangler has bizarrely reached prices exceeding $100,000 in some models.
Now, the major overhaul has arrived.
From slashing the cost of a V8 Wrangler by $30,000 to removing the Wagoneer nameplate and reconfiguring the Grand Wagoneer portfolio, Jeep is on a mission from the upper echelons of Chrysler World Headquarters and Technology Center (referred to as CTC) to steer back on course and return to the off-road scene. In January, The Drive reported exclusively that the Wrangler 4xe plug-in hybrid has been discontinued. This electrified Wrangler was once the top-selling plug-in hybrid in the American marketplace. Then, just last week, we revealed that the Grand Cherokee is set to reclaim its V8, with SRT-labeled Grand Cherokees potentially featuring Hellcat engines and Trackhawk badges appearing in the future lineup, along with inquiries about the missing off-road Trail-Rated Grand Cherokee variants now absent from their offerings.
Senior Editor Caleb Jacobs also got behind the wheel of the revived 2026 Jeep Cherokee, making its return after a three-year absence with a new angle aimed at competing with the Toyota RAV4: a standard hybrid powertrain. Jacobs also tested the 2026 Grand Cherokee, which has been refreshed and introduces a new compact Hurricane turbo-four engine option. I myself have spent time in the electric Jeep Wagoneer S, only to feel disappointed that the automaker’s first EV seems somewhat incomplete. And the electric Recon? It’s still not available.
We’ve gained some inside perspective from Jeep executives, conversed with engineers, designers, and spent countless hours driving these vehicles to uncover the true situation. So, let’s look behind the scenes of Jeep to determine if the turnaround can genuinely succeed.
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