Sam Krahn 
The incoming 2022 Jeep Wagoneer and Grand Wagoneer are hugely important vehicles for FCA. Jeep will be entering a not one, but two new segments: the three row, body on frame SUV sector, and the luxury SUV market. While the Grand Wagoneer will be the true luxury product, the entire vehicle family will likely have a premium focus. And if a new FCA trademark is believed, that premium experience will extend beyond the SUV itself.
The trademark ‘Wagoneer Client Services’ was filed with the United States Patent and Trademark Office, was entered on September 24, 2020 by FCA. The trademark description is the following:
“Administration of a customer loyalty program which provides vehicle owner support, vehicle maintenance, access to events and contests, merchandise discounts, vehicle rental and trip interruption coverage to customers after the purchase of an authorized motor vehicle”
Whenever the final Jeep Wagoneer is revealed, this trademark indicates it will offer a new customer loyalty program. Reading between the lines, Wagoneer customers will get special support for questions regarding their vehicle, possible complimentary maintenance for some time period, access to special Wagoneer themed events, contests and merchandise, and vehicle rentals.
Special promotions aren’t a new thing, and they are getting more common. Lincoln’s Black Label vehicles are not only more luxurious vehicles, but offer special ownership perks. Ford is also pushing ownership incentives with the Bronco, as they will have access to special off-roadeo events. BMW even offers track days in a package for their M products. The list goes on.
FCA isn’t new to this either. The Wrangler already has owner events nationwide, with more coming, and the Badge of Honor Trails app is another great Jeep perk. Ram is also set to roll out their informative “Know and Go” AR app for the 2021 TRX pickup that will speed to future models, possibly the Wagoneer.
What the Wagoneer Client Services trademark and all other ownership programs and bonuses highlight is that making a good car isn’t good enough anymore. To truly take on the established GM SUVs, the Wagoneer will need to be more than just a three row SUV, more than a Jeep. This trademark shows Jeep means business.
