Don't Expect Jeep's New Pickup To Be Cheap

Jeep's upcoming pickup is going to be a little more expensive than many anticipated as it will be marketed as a “lifestyle vehicle.”

Don't Expect Jeep's New Pickup To Be Cheap

The rumored Jeep pickup truck ‘aint going to be cheap, according to the Fiat Chrysler CEO.

In a stark departure from the “everyman” branding that has been Jeep’s hallmark for over half a century, the new Jeep pickup truck will be going upmarket. That means you can expect to see a higher price on the windshield and less of them on the roads when they eventually go on sale in mid-2019.

Speaking at the Detroit Auto Show on a wide range of topics, Fiat Chrysler CEO Sergio Marchionne eventually turned his ramblings toward Jeep’s upcoming light truck. According to Driver, he said that Jeep will take a similar approach to the new truck as it took with the Jeep Renegade, marketing it as a “lifestyle vehicle.”

However, unlike the Renegade, the new pickup will be sold at a premium price well above similarly sized trucks like the Chevy Colorado and the new Ford Ranger—two trucks that Marchionne says won’t be competing with the new Jeep.



Jeep Gladiator
via digitaltrends.com

The expectation, according to Marchionne, is to sell 100,000 of the new truck annually in the US, which puts it in the same sales range as the Renegade.

And for those of you wondering, Marchionne was asked if they have a name already picked out, but he said that he simply doesn’t know yet.

“I don’t know the name of the pickup truck. That thing usually goes through this mysterious divining process, which has not started; that weird voodoo chanting and that stuff has not started,” Marchionne said. “We’ve done these things [Jeep trucks] before, so there’s a history of the truck, but I don’t think we should go back and reuse it. But we’ll see.”

The previous Jeep truck he was referring to was the old Jeep Scrambler, a name that really makes you question whether a former Jeep exec was naming cars based on what he had for breakfast.

Marchionne also compared the new truck to the current Jeep Wrangler, where he made his preferences clear. “If I had a choice between the Wrangler and the pickup truck, I’d buy the pickup truck. I just think it’s a better vehicle.”


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