There were 215,000 unsold Jeeps at dealerships across North America at the beginning of 2024 – now there are closer to 140,000
The new head of Jeep North America says the market is turning for the beleaguered brand – and it all starts with making Jeeps more affordable.
“We’ve seen prices tick up every model year,” says Daniel Ross, senior manager for industry insights with Canadian Black Book. “When you’re predominantly focused on one key vehicle that is basically the image of the brand and you’ve priced that up so significantly in a relatively short period of time – in a decade – you’ve basically priced yourself out of the market.
He notes that there were 215,000 unsold Jeeps at dealerships across North America at the beginning of 2024 and now there are closer to 140,000. “In Canada, we’ve been very aggressive with the program,” Broderdorf says. “Every car in every trim is being approached a little differently. We lowered the price, we increased the value, changed the content packaging; in some cases, we bundled other things together with discounts.”“I need to see more of it,” says Ross of Canadian Black Book. “I think they’ve started on the right path, but I think they need to be consistent and move in this direction permanently.
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