Stellantis tries to right the ship. Sales are down, executive turnover is high, and new model launches have been delayed.

Formerly part of Fiat Chrysler Automobiles (FCA) along with Ram, Dodge and Chrysler, the Jeep brand was part of FCA’s 2021 merger with France’s PSA group to form Stellantis. At one time the most profitable of the four, Jeep sales in the U.S. have fallen from more than 973,000 in 2018 to about 641,000 in 2023.

With its new CEO, Antonio Filosa, and newly appointed Jeep North American boss, Bob Broderdorf, Jeep sprung into action. The brand is adding content to its cars, lowering prices and working to move vehicles out of crowded dealerships.

It started in September, when Jeep added $2,500 worth of content (an eight-speed automatic transmission, power door locks and power windows) to its Gladiator pickup truck, only raising the price by $205 on base models and reducing the price of the Willys trim.

In October, the brand lowered the price of the 2025 Jeep Grand Cherokee across the board. Drops range from $1,000 on the Grand Cherokee Laredo to $4,000 on the Grand Cherokee Summit.

Those price cuts also apply to the three-row Grand Cherokee L. And in November, Jeep took $7,000 off some models of the Grand Wagoneer luxury SUV.

To achieve this, Jeep had to make a tough call. “The pain of the plants… to get into a healthy dealer network for them, I just have to sell more than I build, right? You can’t build, right? So that’s what we have to do, and that’s what I love about Antonio. He’s willing call right now to fix it so we can build,” he said.

With nearly 150 days of market days supply (MDS), parent brand Jeep Stellantis has the highest of any automaker at a time when the average was 75 days. MDS is an estimate of how long a particular vehicle will remain in a dealer’s inventory. It fell to 120 days in October, still well above the industry average of 81 days.

Complicating matters is the fact that Stellantis is raising incentives at the same time other automakers are increasing their year-end offerings to clear 2024 models, increasing competition.

“I have very aggressive programs for sellers that give them the flexibility to get rid of what they need to get rid of, which doesn’t always sound sexy to customers, but now is a great time for them to go look at it. Dealers have the flexibility to close deals,” Broderdorf said.

“It’s the 4×4 capability of the iconic Wrangler or Grand Cherokee, affordable crossovers that build on AWD options like the Renegade and Compass, or the choice for high-end SUVs with rich leather and technology. brand identity crisis that has happened with Jeep and Stellantis as a whole, and I hope it is resolved immediately to ensure a bright future,” said DeGraff.

In 2025, Jeep intends to address gaps in its lineup, Broderdorf said. That starts with the Jeep Wagoneer S finally coming to market after delays. Filosa promised that the battery-electric SUV won’t hit the market until it’s “perfect.”

The mechanics of the new Jeep have always been solid, Boderdorf explained. “The whole story is about the software. This is about patches… It’s about programming… I can tell you that just this weekend I spent another three days in the latest patch and the change, I’m really excited.” away from the change that a simple software patch can make to change the whole interface of the car… I was very happy this weekend, very happy where we are, so we’ll update the flashes of these cars and we’ll be back in action,” he said.