‘We Can Build Cars People Love': Jeep CEO Bob Broderdorf's Turnaround Plan
Speaking in a recent interview, he claimed to have made 81 changes in the past few months, with the aim of delivering 'the right content at the right price' and restoring confidence among Jeep owners and retailers.
Source: Jeep
Price Cuts And Product Shifts
One of the most visible changes so far has been a reset on pricing. Jeep has lowered MSRPs on several key models, with the 2025 Grand Wagoneer dropping by around $7,000 and the standard Wagoneer down by roughly $3,000. The Grand Cherokee has seen $1,000 trimmed from many trims, while the Gladiator now starts below $40,000.
Alongside these cuts, Jeep has started reintroducing popular options dropped in recent years, such as the automatic transmission for the V6 Wrangler. The changes come as updated products arrive, including the 2026 Grand Wagoneer, which gains revised styling, new tech features, and powertrain tweaks aimed at improving refinement.
Model Cadence And Capability
Broderdorf's strategy is to 'pick the heart of every segment and put a Jeep there.' That includes the upcoming return of the Cherokee later this year, positioned on Stellantis' STLA Large platform and offered with hybrid power. The Recon EV, set to debut later in 2025, will target buyers wanting Wrangler-like off-road ability in a fully electric package.
On the performance side, Jeep is following the lead of its Ram sibling by expanding availability of the 6.4-liter Hemi V8, as seen in recent announcements to bring the engine to more SUV models. The goal is to give buyers more variety — whether that's cutting-edge EV tech, hybrid efficiency, or traditional high-displacement muscle.
Dealer And Customer Outreach
Repairing relationships with dealers has been a priority. Jeep has been dialing back low-margin fleet sales to focus on retail customers, increasing advertising spend, and giving retailers more competitive pricing tools. Broderdorf has also been actively engaging with owners, including quietly reading (and occasionally posting on) Jeep-focused forums and Reddit.
Early signs are positive: Jeep's U.S. retail sales rose by double digits in the most recent quarter, driven largely by the Wrangler and Gladiator. Overseas, momentum is building as well, with the Europe-only Avenger surpassing 200,000 orders — now bolstered by a new 4xe all-wheel-drive hybrid variant with real off-road capability.
Challenges Ahead
Despite the optimism, Broderdorf faces a tough market. Stellantis' overall North American shipments fell sharply this year, and new tariffs on vehicles built outside the U.S. add financial pressure. Jeep must also balance an accelerated product rollout with the need to maintain profitability and quality — particularly as it launches more EVs and hybrids into competitive segments.
Still, Broderdorf insists that when Jeep 'focuses,' it can 'build cars people love.' The coming year, with several high-profile launches and a leaner pricing structure, will test whether that confidence holds up in showrooms.
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