Sam Krahn 
From the moment Jeep showed the Grand Wagoneer Concept over the fall, it was clear this was a new direction for the brand, and the production model proves this. It’s Jeep’s return to the full size, three row SUV market, and their first true luxury offering with the Grand Wagoneer. They also take Jeep in a new styling direction shared with the 2021 Grand Cherokee L. This distinct separation of the 2022 Wagoneer and Grand Wagoneer from the rest of the Jeep lineup is no coincidence, as Roadshow found out.
“While the Jeep brand broadly covers the North American mainstream SUV market from the compact to full-size segments, Wagoneer and Grand Wagoneer compete in the Large SUV segment with Wagoneer covering the heart of the market while Grand Wagoneer competes in the premium SUV space,” said Jeep spokesperson Trevor Dorchies to Roadshow. “Wagoneer is a premium extension of the Jeep brand.”
This is illustrated in the lack of Jeep badging on the vehicle. On the front and rear, you’ll find a Wagoneer or Grand Wagoneer badge, but nothing for Jeep. The same goes for the steering wheel.
This strategy is very similar to Ford with the Bronco or Mustang and Chevrolet with the Corvette, and you won’t find a Ford or Chevy emblem on them either. None of these vehicles are considered a separate brand, but rather a family of vehicles allowed to operate with some independence from the rest of the model range. Or as Dorchies put it, and extension of the brand.
This could also mean, down the line, we could see more Wagoneer products that carry the same premium feel, but at a smaller size. Dorchies wouldn’t comment on this to Roadshow, but it seems plausible given the positioning of the Wagoneer.
You can see this independence in the customer service Jeep is promising 2022 Wagoneer and Grand Wagoneer customers as well. Jeep is launching a Wagoneer Client Services program to make Wagoneer ownership as premium as the SUV, which includes 10 promises made to customers. They won’t even sell the Wagoneer or Grand Wagoneer at just any Jeep dealer, only ones that earn a JD Power Customer First Award. Some of the other perks of Wagoneer ownership include contact free servicing, specialized dealer employees, distinct Wagoneer sections of dealerships and VIP access to events.
These new SUVs embody everything a Jeep can put forth to compete in the luxury sector, but in doing so push beyond the Jeep brand in their product placement.
