The Jeep Grand Cherokee L, the first of 4 luxury Jeeps to face the premium brands

Jeep is ready to start the new year with a big product offensive. The brand has been in dire need of new products since its last launch back in 2018, but according to the plans, in 2021 we should see 5 all-new vehicles that should hit the showrooms between H2 2021 and H2 2022. The new Jeep Grand Cherokee L is the first of 4 luxury Jeeps that will put Jeep in the race against the premium brands.

The Grand Cherokee L is built on a completely new platform not used by any current product. The “L” in its name is related to its length and capacity to host up to 7 passengers. This is the long version of a coming all-new Grand Cherokee with 5 seats that should be presented in Q2 2021. Jeep is due to attack the premium SUV market from below with these two products.

Grand Cherokee and Grand Cherokee L from below

The plan is to position the Grand Cherokee L somewhere between the mainstream Ford Explorer and the premium BMW X7. Both of them have 3 rows and sit in the E-SUV Large segment. Then the regular Grand Cherokee will continue to become the American alternative to the small E-SUVs like the BMW X5, Toyota 4Runner, etc.

The new Jeep Grand Cherokee L is expected to be positioned between the mainstream large E-SUVs like the Ford Explorer and Toyota Highlander, and the premium large E-SUVs like the BMW X7, Lincoln Aviator.

These two SUVs are expected to play the international role in the premium expansion of Jeep. There is demand not only in North America but also in China and Europe. Actually, after the introduction of the new Explorer in Europe, Ford is posting decent sales figures every month.

The 2022 Jeep Grand Cherokee will be the global luxury product of Jeep. It is expected to continue fighting against the German premiums, Volvo XC90, Volkswagen Touareg, Toyota 4Runner, Lexus RX.

Wagoneer and Grand Wagoneer at the top

Jeep will grow upwards with the upcoming Wagoneer and Grand Wagoneer, that will use a truck-based platform and be bigger and more expensive. These vehicles were somehow anticipated in September 2020 when Jeep revealed the Grand Wagoneer Concept, an extremely boxy luxury SUV that will look very similar to the final production version.

2022 Jeep Wagoneer
The upcoming Jeep Wagoneer will be the answer to the extended E-SUVs and will sit between the mainstream choices (Ford Expedition, Chevrolet Tahoe) and the premium ones (Cadillac Escalade, Lincoln Navigator)

I expect the Wagoneer to become a mid-solution between a Chevrolet Tahoe and a Cadillac Escalade, or a Ford Expedition and a Lincoln Navigator. This is what I call the E-SUV Full Size segment, quite popular in North America in both mainstream and premium categories. They are not available anywhere else except in the Middle East, where they fit very well with the big petrol engine vehicles culture.

2022 Jeep Grand Wagoneer
The least international big SUV from Jeep will be the Jeep Grand Wagoneer. As it will sit in the extended full size E-SUV segment, it is not expected to post big sales outside North America. It should sit between the Yukon XL, Suburban, Expedition Max, and the premium Escalade ESV and Navigator L.

The Grand Wagoneer is going to be the biggest Jeep ever, and the response to the Cadillac Escalade ESV and Lincoln Navigator L, but also to their mainstream brothers, the Chevrolet Suburban/GMC Yukon XL and Ford Expedition Max. Sales of these vehicles in USA, Canada, Mexico and Puerto Rico totaled 116,500 units in 2020, down by 26%.

Big SUV sales in USA
Big SUVs have a lot of clients in USA. Last year the Full Size mainstream, Full Size premium, and the extended E-SUVs found 358,000 new clients, down 19%.


3 thoughts on “The Jeep Grand Cherokee L, the first of 4 luxury Jeeps to face the premium brands

  1. Hello Felipe. So, the question is….what do you think about the new Grand Cherokee? Do you think it is good enough to be a success?


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