Finally, Stellantis is seeing the light! It admits that the Jeep Wagoneer is too expensive. The automaker is ready to bring the Jeep brand back down to Earth. Perhaps one of my letters about drivers not wanting every SUV in the lineup to have luxury pricing finally stuck. 

Stellantis admits the Jeep Wagoneer is too expensive 

According to Motor 1, Bob Broderdorf, head of Jeep North America, shared that Jeep Wagoneer pricing has gone too far. He explained that it was too expensive and may have damaged the trust of consumers and dealers. 

The 2025 Wagoneer has an MSRP of $59,945. This price doesn’t include the destination fee, dealer fees, title fees, or taxes. The Grand Wagoneer, or the luxury version of this SUV increases the MSRP to $84,945. 

But perhaps rival SUVs are also too expensive. The 2025 Ford Expedition has an MSRP of $62,000, the 2025 Toyota Sequoia starts at $62,425, and the 2025 Chevrolet Tahoe starts at $60,995. 

Broderdorf also shared that some of the best features seem out of reach. They are bundled in expensive packages, making some items too costly to add. 

The packages often force features on drivers that they don’t want. It’s like making the entire SUV more expensive with flashy things that aren’t desired. 

Broderdorf is taking action to reduce pricing. He reduced the Wagoneer’s starting costs by $3,000 to $6,000 depending on the trim level. The Grand Wagoneer got a $7,000 price decrease. 

He’s looking to aggressively competitively position Jeep SUVs. He knows people love the iconic brand, but it needs to make sense.