CNBC·2025-11-17 12:00Core Insights - Jeep is attempting a significant comeback after years of declining sales and market share, with a focus on realigning pricing and launching new products [1][2][3] - The brand's sales have seen a slight increase recently, but overall performance remains below expectations, with ongoing quality issues [5][6][17] Sales Performance - Jeep has experienced six consecutive years of sales declines in the U.S., with a 40% drop in sales from a peak of over 973,000 units in 2018 to less than 590,000 units last year [2][17] - Sales through the third quarter of this year were up less than 0.5% compared to the previous year, while market share has decreased from 5.4% in 2019 to 3.7% in 2024 [17] Product Strategy - The company is undergoing its largest product launch in a decade, including the redesigned Jeep Cherokee and the all-electric Recon SUV [3][12] - The new product lineup is designed to be less expensive and simpler, addressing previous confusion among buyers and dealers [5][12] Pricing and Market Position - Jeep has realigned pricing across its lineup, with average transaction prices (ATPs) around $54,000 in 2023-24, which is above the industry average of approximately $48,500 [18] - The brand's ATPs have decreased to less than $49,800 through the third quarter of this year, indicating a shift in pricing strategy [18] Quality and Reliability - Jeep ranked last among 32 major automotive brands in Consumer Reports' annual grading, highlighting ongoing quality and reliability issues [6] - The company is addressing these issues but acknowledges that improvements take time [5][6] Marketing and Brand Image - Jeep's marketing efforts include campaigns featuring LL Cool J, aiming to revitalize the brand's image and connect with consumers [14][15] - The brand's comeback narrative is emphasized by its leadership, focusing on product quality and consumer engagement [20][21] Inventory and Production - Jeep's inventory levels are notably high, with a days' supply of 146 days in October, indicating potential overstocking [19][20] - The production strategy is flexible, allowing for adjustments based on demand for electric vehicles and traditional models [10][11]