- Jeep’s 2024 sales fell 9%, marking its sixth consecutive year of declining performance.
- Wagoneer sales surged 48% to 43,125 units, making it Jeep’s top performer of 2024.
- Gladiator sales dropped 24% in 2024, with 42,123 units sold throughout the year.
Jeep is an American icon, building some of the most recognizable vehicles in the market. But, it’s experiencing turbulent waters and has once again reported an annual sales decline. This comes despite the fact Jeep has grand ambitions to sell 1 million units in the US every year eventually.
In 2024, sales at the Jeep brand fell by 9% to 587,725. That represents a steep drop from the 642,924 it sold in 2023. That 2023 figure was also a rather poor one and represented its fifth consecutive year of declining sales. Rewind to 2018 and the Jeep brand sold a record 973,000 new vehicles in the US.
Read: Jeep Slashes Wagoneer And Grand Wagoneer Prices By Up To $7,000
The pain was felt across most of the Jeep family. Last year, sales of the Wrangler dropped by 3% to 151,163 units, down from 156,581. Things were even worse for the Gladiator, which posted a 24% decline to 42,123 deliveries.
The Grand Cherokee posted a 12% drop in sales, with 216,148 examples landing in driveways across the US. Meanwhile, the now-discontinued Jeep Renegade sold 68% fewer units, totaling just 8,440 compared to 26,011 in 2023, as dealerships cleared out remaining inventory. Similarly, the discontinued Cherokee managed only 2,839 sales from leftover stock.
Jeep USA Sales
The only stand out from the Jeep family was the Wagoneer. In 2024, Jeep sold 43,125 units, a big 48% boost from 2023, when 29,149 were sold. The Grand Wagoneer also had a successful year as sales rose by 13% to 11,959 units. The little Compass also had a good year, with sales climbing 16% to 111,697.
Last year also marked the introduction of the all-electric Wagoneer S. A total of 231 were sold last year, the majority of which came in the fourth quarter. It’ll be interesting to see how well it sells throughout 2025, its first full year on sale.
