Jeep, once a symbol of rugged affordability, is losing its edge as Stellantis shifts focus to high-margin vehicles. With Jeep Gladiator prices now starting near $40,000 and topping $72,000, sales have plummeted—down 21% this year and 36% since pre-pandemic peaks. Dealers report bloated inventories as frustrated buyers turn to competitors.
The issue stems from Stellantis prioritizing premium models amid parts shortages, sidelining traditional Jeep customers. This strategy isn’t limited to Jeep; the Ram truck brand and Chrysler lineup are also struggling. Stellantis recently announced layoffs at its Gladiator plant in Toledo, cutting 1,100 jobs to curb costs.
With average vehicle prices at $55,000, Stellantis faces mounting pressure to realign with market demands as its reputation for reliability and affordability falters.
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