A $13,500 MSRP cut for Jeep wouldn't be enough!

No empathy from me for any of the car manufacturers or dealers. They do it to themselves by screwing us.

June 2020 i bought a wrangler 4door sport S well equipped. Good radio, hardtop, heated wheel, etc. For $38k. I just looked, a similar new 2024 would be $49k. 11k markup in 4 years is outrageous

As a business owner Greed will destroy you faster than anything.

A $2k price drop is a joke. Make that 30%, then we'll maybe talk.

I buy pickups for our business. Usually I was buying 4-5 PUs every year. Usually I was buying for $500-1000 over dealer cost. NEVER MSRP!!!! The dealership was making what I paid over invoice but also volume funds, and other incentives. A good friend was the sales manager at a Ram dealership and he told me that when they sold me a PU for for the $500-1000 over the dealership actually made $2500-3500 on the vehicle when everything was added in. In the last two years we have not bought any new one ton PUs. We usually replace half (4-5) every year. So our two year old trucks have 40-50K for miles and are easy to sell out right for us. So we never trade them in but sell them ourselves. Starting in 2021 the dealerships ( Ford, Chevy, and Ram) would not order us any work trucks. They told us they only could get high trim trucks from the manufactures. At the same time they told us that we would have to give MSRP PLUS for any trucks. So we currently have 2020 Ram 3500 diesel trucks with around 120K on them. What we did last year was to figure out how many one ton trucks we actually had to have. Then we replaced what models we could use with a lighter rating. We ordered 4 Tundra work trucks. Toyota was more than glad to order us work truck spec trucks and give us fair pricing for ordering multiple vehicles. These are the first non US badged vehicles any of my family has ever owned. We really like these trucks. The quality of workmanship is a much higher level than the Rams or Ford ever had. Out of the 4 PUs, only one has had a warranty claim. They came and picked it up at our business. Then returned it repaired. WOW. That is service. I make it a point to drive one of the Tundra's if I have to go to either the Ford or Ram dealerships to pickup parts for the other pickups. I also park as close to the front of the store as I can. LOL Stellantis has an up hill battle to ever sell us trucks again. We may replace our 3500 series trucks with 5500 series freightliner or Peterbilt trucks

Its not just Jeep, all the other manufacturers have lost their minds on pricing. $100k plus for a pickup truck? Who do they think can afford a new vehicle at these prices? I hope the government doesn't bail them out when they go broke this time!

Six figures for any vehicle is insane.

During 2021 and 2022 dealers screwed customers with a smile on their face, taking every penny they could get blatantly showing everyone how happy they were to be in that position to rip you off and let you know that they were ripping you off. I have no sympathy for any dealer or manufacturer that's now struggling. I hope they all go out of business.

A $123K MSRP for a freakin' Jeep product? At that price, my car better have a Porsche badge on it.

Bought my 2010 Wrangler Sport w/ hard top, air, 6 speed, and no power windows for $19,800. Still driving it today.

I was at a very large jeep, Chrysler, dodge/ram dealer today and their new inventory and lot was busting at the seams and every slot was full plus some overlap!

Your comments about manufacturer efforts to go "upmarket" reminded me of Henry Ford. He had the opposite philosophy: Lower the price and sell more cars, which made him a billionaire. He eventually reached market saturation and had to add content but still stayed in the low price field. Ford survived the depression while many "high end" manufacturers bit the dust!

The car business doesn’t understand that car costs have outpaced income gains by a factor of at least 5X. If you could buy a $40k car in 2020, you can buy a $45k car in 2024. Not $70k and up. It’s not about lowering prices. It’s about setting them at a reasonable level in the first place. Discounts are just an indication of cars being grossly overpriced at the MSRP level.

After looking around and being picky, I found a perfectly serviceable cream puff 1995 Jeep Grand Cherokee Laredo two years ago. Being 68 years old, I remember when cars were sensible purchases, and could be maintained in your garage. It was also a time when you weren't deluged with easy consumer credt. Getting my first credit card was a process of some length and waiting. There was no such thing as Instant Financing - Your Job Is Your Credit. Now, they lure you in with all the bells and whistles, long loans to soften the high payments, and those slick sexy TV spots that make you WANT to drive that truck today! Yes, I had to play catch-up on several maintenance/repair items that should have been done years ago, but it's all good now and a head turner for Jeep guys. It goes about 80% of the places that a $70,000 Jeep will go - all for under $7,000. If I wanted to spend another $3500, this one would go another 10% of the terrain, but I like the basic appearance with non-cut fenders and no radical mods - just a 3" lift and slightly taller skinnies on steel Ford Ranger rims. It's street sweet, but with an edge. I don't really blame Chrysler/Jeep - or Renault. It's the people that sign the paperwork. I guess common sense has dried up. You can make someone less ignorant, but you can't cure stupid. Applies across the consumer product universe.... and politics.

When i first worked for Chrysler, you could get a 2.5L base wrangler for under $15K and that was 25 years ago. The prices just went insane during COVID and really need to reset backwards now.

I called this when I first saw Jeep's pricing and content strategy with the WL Grand Cherokee starting in 2022. I'm on my 3rd Grand Cherokee ('02, '14, '19) and love the versatility of this vehicle...in each year I bought a low-end model, added the off-road package, and have frankly a still-very-nice daily driver with the ability to do mild to moderate off-road duty. In the new WL, they not only pushed luxury content and ridiculous prices on customers, they made it impossible to add an off-road package until you got to into the top trims...leaving their historic core loyalists like me on the sideline. Last time I checked it would take around $65k to option a WL GC (Trailhawk) the way my $34.5k '19 Laredo E is optioned. I'm actually sad that I won't be buying another Grand Cherokee.

PLUS - In every list I've seen of "10 Worst Cars" or Cars to "Avoid" or "Used Vehicles to Avoid" Jeep models DOMINATE the list in some cases 4 or 5 in a list of 10.

The worst part is that they are decontenting their vehicles at the same time. I’ve noticed numerous features being removed for cost savings while they increase the price at the same time, crazy.

There is a local dealer has over 230+ Grand Cherokee PHEV on the lot... 90% are 2023 model year. They have been giving up to 12k-14k discount since Thanksgiving 2023 and that 230+ number sustains 😅

A few months ago we visited our local dealer and counted over 20 Gladiators on the lot. My first thought was "nobody is buying these things".

If there was a new really bare bones (Bare metal floors, simple canvas or vinyl seats, plain steel wheels, etc) for under 30,000 I and thousands of others would likely buy one. An old fashioned utilitarian Jeep.

Our local dealership has $12,500 off of MSRP on some Grand Cherokees, I've seen Ray's video of them being at this place a few months ago pointing out the outrageous prices, and new 2022's still one the lot..

In 1988 my brother in law worked at the Ford plant in Loraine ,Ohio. He was telling me about the ford van of that model year the only change was the tail light lenses and they raised the price by three thousand dollars. IMHO all auto manufacturers have priced the average person out of the new car market.

My 2013 leaked,salesman said they all leak, i said i dont remember that in the sales pitch never again.

I went to look at some jeeps yesterday for fun. 2 of them didn’t even start and the 3rd one had the screen permanently frozen. All brand new and over 60k MSRP

I’d only buy used. My 1997 TJ has 235K miles and is running fine. I am replacing the softtop now so I will be keeping it a little longer. Everything works, including the heater and AC. Also it has been paid for at purchase 13 years ago ($5k).

Car dealer in Fernley Nv had a dozen grand wagoneers lined up in the front row with a $100,000 sticker on each one like they were proud of the price!.

The Wrangler and Gladiators are perfect platforms to produce base $25k vehicles. They would sell plenty to make up for the low margins.

The laws of supply and demand will eventually be inescapable for these dealers

I has over a dozen WW-2 Jeeps when living in the hills of Tennessee in the 70's! They were fabulous and easy to repair!

I remember when Jeeps were considered utility vehicles (the same as pick-ups. I bought my first Jeep in 77' and paid about 6k for a CJ-5. Everything was optional when I ordered it, including the rear seat AND front passenger seat. Even stuff like power steering/power brakes, cigar lighter (that's what they called it), and I don't even think they had carpet available, but I didn't order it anyways and just had a metal floor. When I bought my Dodge power Wagon I was able to get it with a beach seat and rubber flooring. The last Jeep I ordered was a 2004 Rubicon, which I still have, and I couldn't even order it without all the bells and whistles. Nowadays, they are grocery getters that start at 50k. Can't even get a pick-up any more that's not all soccer momed up.

We have always had an Jeep in the household for decades. We are on our last Jeep. Jeeps used to be well priced, reliable and had that rugged coolness to drive. None of that anymore.

Stellantis needs to reduce their MSRP by 65% on every vehicle.

Customer to Pretzel vendor outside Madison Square Garden: $200 for a pretzel? Vendor: Well, I only need to sell one per day.

Very similar discussion to one that was being had over on TFL. I purchased a brand new 2016 JKU Rubicon off the lot for about 31K USD in spring of '16. If I spec out the same jeep right now for 2024 with nothing else but matching options, its $52K. In 2022 I wanted a mid sized truck as well. I went with a Toyota Tacoma (trail edition) For the price I paid out the door I couldn't even get a Gladiator Sport S for that price. They priced themselves out of my business.

Remember how Renault screwed up AMC in the early 80s, than sold to Chrysler. European car companies don't understand the U.S car market.

Stellantis has not only destroyed Jeep. They have done the same with Dodge and Ram. Will be interesting to see if dealers pass along this MSRP reduction?

Part of the higher avg transaction price is due to the carb states. Jeep is only allocating 4xe to those states, so unless you special order, you can't get the pentastar or the regular 2.0. Most people don't/won't order, and the 4xe is more expensive.

The dealership near me has about 200 sitting on the lot.

The Grand Wagoneer should be priced half of what it is. 123k. That's idiotic. 65k is all its worth.

The local JEEP dealer as over 250 new Grand Cherokees listed in inventory, most grossly overpriced compared to other brands. Hard to imagine them all being sold without some hefty incentives.

Even the old jeeps went up. I searched for an XJ for about 2 years for a clean example and got lucky to get one for under 4k with low mileage.

yeah - looked at the new JL's a couple years after launch- the price just blew me out of the water- just kept my 2015 JK and put more money into it with mods. so i don't have the ease of the roof or the windshield or the latest electronic stuff. but it works and i did not have to blow out the double to cost of my JK to get a stock JL

Before you buy, you better check out what is cost to insure, registrar, operate, and maintain it.

Agreed. Stellantis is running the Jeep ship into the rocks.

My local Chrysler dealership, has 50 Wranglers, 50 of them. 36 of them are Rubicon's. The cheapest is $60k CDN. The most expensive is $160k CDN for the Rubicon 392. This is with discounts to boot.

I just tried to buy a Jeep compass I have good credit the price was discounted to $24,500 if you use Chrysler financial. dealer told me interest rates are averaging 14 to 16%. Add back $2000 in trade assistance because I did not want to trade my vehicle in and by the end of the discussion the vehicle price had jumped to over $33,000. The dealer marked it down to $29,900 when I got up to leave but with an open market interest rate somewhere between 7% and 9%. Obviously I walked out the door. I walk next-door to the Ford dealership and bought a escape for 26,700 at 2.9% for 60 months. It’s not the dealers fault they just can’t compete with that

I am a old guy that learned to drive a stick shift in a M42 Jeep in the Army. I still have a Jeep Wrangler but never again. The days of old guys and Jeeps are over.

I’ll be rebuilding my wrangler LJ until I can’t find parts. Then I will get them manufactured. After 18 years, all engine components are original. Nothing in the Jeep line up excites me today. A Wrangler needs to be simple and rugged, I’d look at a Ruxor first.

Take 2k off at Don Jackson North and just pay the 3864.00 Advantage package price and the 1199.00 doc fee and other extra fees and be only 5 to 8k over msrp. Get the extended warranty for 7,995.0 and also add on a lift kit and accessories and you will still be under 100k for a Sport model.

I bought my first Jeep, a CJ5 with 6 cylinder, thru the military PX while stationed in Germany in 1976 for $6800 total, picked it up in Trenton, New Jersey, drove it to Arizona and explored the desert Southwest for three years and then sold it for $6800!

The market has spoken. They didn't know their customer. I am one that could pay cash for a Jeep but wouldn't even consider a Jeep or Chrysler product. Not knowing their customer is the same thing ImBev did with their beer. Too bad for them.

In 1995 I bought a Jeep Wrangler with the inline six, hard top and air conditioning for $13,500.

The problem with the Gladiator is they were already inflated price wise in relation to a like Wrangler 4 door, but you could get more luxury options in other truck models that were bigger for the same cost. Gladiators should be priced in line with the Wrangler 4 door, not a upscale Silverado or Ram 1500. And even the Wranglers need to be priced down 10% or more.

I test drove a brand new Rubicon at a JEEP dealership on Rt. 309 in Montgomeryville, PA in 2004. Hit the gas, went 10 feet and a loud noise. No idea what it was, but engine was seized. They went and got another one. BRAND NEW AGAIN. Took a right on 309, another right and there went the timing belt (serpentine, whatever). Guy had to have another person pick us up. Asked me if I wanted a third to test drive. I passed. Went and bought my second choice - a Honda S2000 that had 3100 miles on it and was about $9,000 under new price due to that. Financed it for three years at 1.9%. Was only 24 years old. I sold that S2000 during COVID with 51K miles on it (it turned into the weekend car when my job changed and I bought a beater to drive) for $43,000. And every JEEP owner I know is getting picked up at the shop on a weekly basis. Hell, we were in a Grand Wagoneer as a rental for business (beautiful inside by the way) and the damn radio stopped working.

Really do love the info and actual statistics from you guys. I subscribed because other people just want to have their commentary but you guys actually provide statistics which is really cool

I live in Hawaii and we are shopping for a Jeep gladiator. We visited the dealership here on the Big Island. The dealer has a fee of +995 it says Hawaii +995 and a dealer mark up of +9995. They say its because of a shortage of these vehicles. I really hate going to stealers. I mean dealers. Thank you for your honesty. I guess we will shop for a used one

The Michigan jeep dealer lots were packed with vehicles, even throughout Covid when other manufacturers lots were empty. They’re still packed with inventory. The wrangler 4xe would fly off the lot if the base model didn’t start at $50k

Even 54k discounted down to 50k, Jeep wouldn't be my first stop. If I was crazy enough to spend that much, and I'm pretty crazy, Jeeps don't impress me enough for their price tag anyway. I can drive a car through the woods, don't need a jeep for that. Anybody offering 0% for 60mo. is where I'm going first, second, and third! Thanks guys, great video!

Jeeps following will always be bizarre to me. If I had the money or I have the money in the future it'll be a 4Runner or a Highlander over a Jeep all day.

On the money Assessment!! Thanks.

How does that work with the dealer's floorplan relationship given they took delivery of a vehicle at one cost (and were floor planned with that number) and now the OEM is lowering that price? That should make for havoc with the bank's handling of floorplans.

They could discount the grand wagoneers 50% off and I would still buy a suburban or a four runner just to prove that I hate dodge/jeep.

Hoping they can bounce back but it’s not looking like it to be honest. They need to drop prices atleast 10k asap if they wanna survive. Looked at a few grand cherokees last night online but that’s about as far as it went. Going to start looking at other suvs as well now

it's not just the pricing, it's not just the. reliability, it's there horrible warranty process . I waited months for a warranty svc to be approved by HQ on a problem that a TSB/well know problem occured. Thats insane...

I was in a Jeep dealer today to test drive a Gladiator…it was a toad. I couldn’t make that car move at full throttle. I could see why people aren’t buying them. I dunno how they could sell those and what’s incredible was that it’s a 6 cylinder engine. I had to open the hood to believe it.

Stellantis didn't even bother to exhibit at the Chicago Auto Show this year. I found it ironic that the local Jeep ads on TV proclaim that it's "Auto Show time!!!".

I know in my city, people are buying side by sides, mainly Razors

Thanks for the video, gentlemen. You know better than me, but F150 sales are about 60,000 units monthly and the "national new unit inventory" indicates about 62,000 units. Also Dodge Charger inventory is showing 25,000 new units nationwide as of today and I thought you could report on this fact I am seeing $10,000 discounts on new 2023 Dodge chargers in Florida and $5,000 to $7,000 on Chargers up here in the northeast. These discounts are on $38,000 msrp cars....yikes!

Brand killer. I liked them too - I own a Jeep Cherokee. They're done though. Like you said, $2-4k won't even move the needle. Would need to be 50% off to get them moving again and they're not willing to do that.

Also JEEP suffers many BIG issues, like Transmission Failures!!!!!!!!!!!

Just saw a $65,000 Chevrolet Canyon ZR2 yesterday. Neat little truck. I’ll keep my paid off ‘21 Mojave!

What’s the difference in revenue and profit between then and now? Did they more profit selling fewer vehicles?

Stellantis is criminally negligent in how they are mismanaging Jeep AND Chrysler/Dodge. It’s like they are trying to kill these brands and replace them with Fiat/AlfaRomeo disguised crap

Would never buy one.

The prices are high but the engineering on the hybrids is brilliant. The new 2024 wranglers are sweet.

while i can see what the OEM wants to sell them higher (they would like more profit of course) but... the dealers 'learned' that if the vehicles cost more they too can make more (course they also added on all those fees, market adjustment and other) leading to in some cases doubling the cost of the vehicle). it really appears that this was both OEM and seller are paying more their actions. and that hog thing seems to be appropriate

There has been a number of US made car brands that are extinct now. And those were not bad cars. Jeep can repeat their fate. If a customer sees very little value in a heavily overpriced yet "iconic" product, the sales will continue to plummet.

You also forgot the biggest factor. Competition. Ford, Chevy, Honda, etc. have all upped their “offroad” models during the same period. Why would someone buy a Grand Cherokee when he/she could buy a Honda Pilot TrailSport which is nicer and probably cheaper? The Wrangler now has to compete with the Ford Bronco and soon the new 4-Runner. All mid-size trucks were redesigned so the Gladiator has some stiff competition. Jeep just doesn’t have anything that you can’t get from somewhere else.

jeep still gives you a lot of options for “entry” models. even if we take aside compass (since it is not clear what is going to happen with renegade and cherokee) - in 2021 2dr wrangler was around 35K. Now it is 35K. Cheapest gladiator is about 35K as well, which put is close to 4wd Tacoma (and try to get toyota below sticker - stillnot as easy task). So it seems like jeep experimenting with more expensive bracket, trying to expand to luxury segment (which fully loaded grand cherokee always was) without jeopardising it’s base. So it seems they know what they are doing.

I have to admit I felt ill when I saw the MSRP of my Grand Cherokee Summit4XE when I bought it last year. I was cross shopping Land Rovers so I get it. It IS a nice vehicle even if it did cost more than my first townhouse.

I owned two Jeep Grand Cherokees and had planned to buy a third...but did not. Jeep has suffered a "Bud Light" moment and has lost touch with its' customer base. All I wanted was tow capability...but Jeep decided to reserve that for the higher trim levels (e.g., Summit). To get a receiver hitch in lesser models was a very costly add-on and none were on the dealer lots. Totally stupid. All the Wranglers seemed to have a receiver....but not the Grand Cherokees. And to install one was a major PITA. So, Goodbye Jeep, was nice knowing you!

I’ll be waiting before buying a Jeep! Thanks guys!

Dang, my 93 Jeep WRANGLER WITH A REBUILT 4.0 inline 6 & re-sprung/rebuilt suspension, may be worth keeping after all.

I emailed a Jeep dealership in Woodland CA that had several 4WD Renegades on the lot and asked if I could get one for $25k max out the door. The salesman said it was doable. I didn't follow through because none of them had the panoramic sunroof I want.

Stellantis has an awesome business model. One bad joke after another.

Jeep isn’t a luxury brand…why are they playing that game is beyond me. Jeep should be lower priced off road suv. Stellantis is completely ruining the U.S. brands like Chrysler, dodge, and Jeep . As for ram….they stopped making lower trims to focus on higher trims which is not something you want in the truck segment. At the end of the day….stellantis is killing off Chrysler, slowing ending dodge, and screwing up the more profitable brands like Jeep and ram. All of this so they can sell 10k units of the Alfa Romeo and fiat.

Love my 2022 rubicon extreme recon keeping it till i buy another new one maybe a 392 if there building them at that time

Those v8 and diesel wranglers certainly increased prices in 2019…. - bought my 2016 wrangler unlimited sport for $30k including tax new off the lot, in 2020 they were sending me offers to buy it back for 35 with 35k miles on it.

I have been shopping for a new Dodge Ram for the last year but the prises are very prohibitive. I am retired and cannot afford todays new vehicle prises. I own a 2013 Dodge Ram Big Horn and rather than replace it I decided to get and new paint job, repair small dings and rust spots and replace the rocker pannels were the rust was starting to show, It now looks brand new! My wife and I are very happy with it and hopefully it will last a few more years. By the way, we have had it rust protected every year!

Saw a jeep a few days ago with the gigantic tires (guessing not standard) stuck on the side of the road not being able to go anywhere because it was sliding on ice. Im not a car guy but seeing the helpless jeep stuck like that was sorta sad

Our local Jeep dealership just did a gut and remodel of the dealership. It's absolutely gorgeous. Time will tell. We absolutely love our 2023 Jeep Grand Cherokee L V8 Summit Reserve. Would never buy that vehicle new though. Purchased it at a STEEP discount with only 4000 miles on it. We enjoy it better than our 2016 Mercedes GL550 or 2021 BMW X7 M50i. So in one sense they have a terrific higher end product but consumers will not pay the higher prices for a new version of that product.

its the insurance prices going up so much as well. friends selling hummer and rolls and corvette and 2 demons all new and paid for because the insc is so much. keeping only tahoes

I had a loaded 2015 Jeep Grand Cherokee that I loved. I wouldn't buy one today due to the high pricing. My wife is a Ford retiree, so we buy Lincolns on the Z plan.

A top of the line wrangler shouldn’t go over 35kish

There are no "Jeep" incentives on 2024 Gladiators, BUT even the first ones hitting the lots are getting 3,000 dealer incentives at least in my area of the country.

My 2016 Jeep Wrangler Rubicon has been spectacular! Yes, I hear other folks have had their challenges, treat it well and it will treat you well. Only use Amsoil and rotate tires every 3000+ miles. The vehicle is trustworthy. However one must keep up the maintenance etc.

I've seen used '23 Rubicons on lots for $84k. Who the hell would pay that?

I'm a 21 year jeep guy that WAS FORCED TO BAIL to Subaru. Great job Stellantis🙄 I LOVE MY FORESTER! It's now #2 on SUV list for Consumer Reports.