AWESOME or AWFUL? If Jeep Takes On The Land Rover Range Rover At $140k, Is It Biting Off MORE Than It Can Chew?

When it comes to full-size sport-utility vehicles competing in the ultra luxury space, it's pretty hard for me to say that any SUV is better than the Land Rover Range Rover. It does everything well.

You can take it around town, off road, tow things and provide a limousine-like ride.

While we've been made known about Fiat Chrysler Automobiles (FCA) debating bringing back a Jeep Grand Wagoneer, it hasn't exactly been made official. Although, the brand's head honcho, Mike Manley, has been discussing it at length. Recently, Manley noted that the company would consider pricing the all-new vehicle over the $100,000 mark.

It could go as high as $140,000 per copy.

We've seen other marques introduce super luxury-oriented offerings previously and some have been successful while others fail miserably. That said, we've just got to ask...

If Jeep prices its Grand Wagoneer up near the $140,000 mark, is FCA biting off MORE than it can chew?

Is that TOO expensive for a Jeep?


...

“I’ll use US dollars, but pushing the car up to $130,000 to $140,000 [more than £100,000] may be possible, but we need to establish Grand Wagoneer in its own right first. That’s why I wouldn’t say there’s price ceiling...

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HenryN - 10/4/2016 11:59:20 PM

+2 Boost

April Fools's day was over 6 months ago (or nearly 6 months away depending on your perspective)

Agent001 - 10/5/2016 12:05:56 AM

0 Boost

Escalades cost over $100k now so this does not seem odd.

001

TheSteve - 10/5/2016 12:46:33 AM

+1 Boost

To me, "Jeep" and "luxury" don't go together in the same sentence.

TomM - 10/5/2016 7:45:05 AM

+1 Boost

In Europe - Jeep is considered a Luxury brand of suvs. I would say that if they wanted to - Jeep would have no problem producing a 4x4 that would shame any Rover.

THe real question is - with Maserati getting 4x4s - why would they want to compete against themselves again. Most (Not VW obviously) manufacturers are trying to reduce the number of different platforms they make - to reduce costs - including AD costs - which is why is makes sense to have ONE Super Luxury 4x4. I guess one could characterize the Maserati as EXOTIC - and not super luxury - but then they still have ALFA in the upper price ranges too. AND a Ultra Level Jeep would not sell as well in the USA either.

MDarringer - 10/5/2016 8:34:53 AM

0 Boost

No one will take Jeep seriously at $140K.

nguyenvuminh - 10/5/2016 10:03:38 AM

+2 Boost

Sorry but Jeep is not considered a "Luxury" brand in Europe. It is a well liked/respected piece of Americana, like Coca Cola and WWII vets, but it is not a luxury brand.

nguyenvuminh - 10/5/2016 1:42:36 PM

+2 Boost

To clarify my statement above about Jeep not being seen as "luxury", Europeans and Asians like Levi Strauss jeans with its American ruggedness image but they wouldn't put those blue jeans in the same "luxury" category as Gucci and Louis Vuitton.

dumpsty - 10/5/2016 4:43:11 PM

+3 Boost

Building a full-size Jeep is a good start. They'll have to benchmark "luxury" content from the M-B, Range Rover, & Audi. Then they'll have to move the Grand Cherokee upmarket a bit as well. A thoroughly planned lineup may include a separate Cherokee & Grand Cherokee model - where the "Grand" model is pure luxury with a capable 4x4/AWD system (not necessarily the global Trail-Rated system). Likewise, there should be separate Wagoneer & Grand Wagoneer models too.

And only throwing in an ape-crazy engine & upgraded transmission won't justify uber-luxury status either. Can't skimp on interior materials & share visual bits with other models. It can be done, but not in the next few years.

MorePower - 10/5/2016 7:56:30 PM

+3 Boost

Jeep is thinking about all of that profit they "could" make off of a $140k vehicle.

MDarringer - 10/5/2016 8:11:01 PM

0 Boost

They need to start with the Giorgio platform then lengthen and widen it then dumb down the front suspension and use that as their basis...oh wait that would be the Chrysler 300 (nee Mercedes) platform. Nevermind.

dumpsty - 10/6/2016 7:53:20 AM

+1 Boost

Oh most definitely, they are thinking profits..."kaaa-ching!" But like the article says, their only models with price-tags above $45k are the Wrangler Unlimited Rubicon & Grand Cherokee SRT...both are good but neither are considered luxury. The Grand Cherokee in its highest trim level is just "upscale" at best.

To Land Rover's advantage, it had already been considered a solid luxury brand over the past 20-30 years - despite reliability & ownership issues. Today, LR is selling $200K+ Range Rovers in SV Autobiography trim which come with Bentley limousine-like executive interiors. Jeep would - at the very least - need to offer a Grand Wagoneer "Summit Executive" trim to match 80% of the content in order to be minimally relevant to a core customer capable of purchasing an "outrageously-priced" Jeep.