Jeep Revving Up to Build Range Rover Rival

By Detroit Steel - May 14, 2015

Luxury Jeep

After getting confirmation a few months ago that Jeep is revving up to introduce a new Grand Wagoneer by 2018, we’re now learning that the brand is also vying for a piece of the higher-end luxury SUV market.

The news of the new Jeep came during the recent opening of an Alfa Romeo and Maserati dealership in Toronto, which was attended by Fiat Chrysler Automobiles Chief Executive Officer Sergio Marchionne, according to a Bloomberg Business report.

“When I see a Range Rover on the street, my blood boils, because we should be able to do a thing like that,” said Marchionne. “And we will.”

The FCA CEO didn’t provide any details on the new luxury Jeep, but he did say that it wasn’t mentioned as part of Jeep’s five-year strategy announced last year because they’ve been keeping the idea under wraps.

Personally, I think a higher-end luxury Jeep makes sense, given the brand’s new global strategy and the fact that every luxury carmaker on the planet seems to be vying for some “Jeep-like” appeal. Take for example, the $100,000-plus Mercedes-Benz G-Wagen, which I’ve always thought of as just an overpriced Wrangler wanna-be.

That said, in the push to go up-scale, I still think Jeep needs to make sure it doesn’t abandon its core consumers who love the rugged appeal of the brand.