- Jeep CEO Antonio Filosa won’t specify a date for the launch of the Wagoneer S.
- He insists that the lack of a hard date is a choice made in order to make the car “perfect.”
- When it arrives, it’ll be the first all-electric Jeep on sale in the USA.
Jeep is in a tricky situation right now as it strives to claw back lost market share. As it shudders production of the Wrangler and Grand Cherokee over slow sales and increasing inventory, it’s trying to bring its first US EV to market with a $71,995 starting price tag. To make sure it goes over as well as it can, CEO Antonio Filosa says a hard launch date isn’t a priority – perfection is.
If Jeep was flourishing, the Wagoneer S would still be a significant car for the brand. Considering just how downcast things have seemed lately, this new electric SUV is even more important. Throughout the year, Jeep has said that it will launch the car this fall. Now, it appears as though that might not be set in stone.
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“It carries the responsibility of being a Jeep, No. 1, but also it carries the unique responsibility to be the first battery-electric vehicle for Jeep in the history of the North America market, which is the most important market,” Filosa told Auto News. “I want perfect quality, and I know that we are close, but close is not good enough. Timing is important, but more important than that is to be perfect for the consumers that will give us the privilege to buy this car.” He’s right that the launch needs to go incredibly well.
Jeep has suffered several setbacks this year not related to sales including big recalls, defect investigations, and executive positional changes. The Wagoneer S might end up with some cool trim levels and real capability, but it’ll need to be of the correct quality, at the right price, and offered to the right kind of buyer.
“Our business is not that mysterious,” Filosa said. “You need product and marketing. You need pricing, right? And all of that we are leveraging to lead us where we should lead. That means accelerating quarter four, that means decreased dealer inventory, that means also giving even more light to this beautiful brand through marketing campaigns or marketing actions.”
Jeep’s strategy of prioritizing quality over speed may be admirable, but in an industry that prizes innovation and timely delivery, could waiting for the right moment leave them lagging behind? Only time will tell.
