When asked about Jeep’s challenges, Tavares admitted that Stellantis needs to do a better job with its top-selling brand.
Jeep’s U.S. sales fell 12.1 percent in 2022 and decreased 11.7 percent in the first half of 2023. The Grand Cherokee, Jeep’s best-selling model, had a 7 percent sales decline through June, and Wrangler sales dropped 14.9 percent during that span.
Tavares blamed “suboptimal marketing tactics [and] not having always the right trims in the backyards of our dealers. When you look at it operationally, there are many things we can do better, and that is part of the menu that we are going to execute to bring back the share of Jeep.”
Tavares is excited about the upcoming EVs joining Jeep’s lineup in 2024, the Wrangler-inspired Recon and the sleek Wagoneer S, that he said will help with gaining market share and building profitability.
Tavares said the brand has seen success with electrification amid the sales slump. The Wrangler 4xe is the top-selling plug-in hybrid in the U.S. and the Grand Cherokee is No. 2.
Stellantis said total PHEV sales in North America after six months more than doubled to 66,000 units.
“We do not accept the fact that we lost share,” Tavares said. “We think we can do and should do a better job, and what is making us confident is that we have seen what we did not do right the first time. That is helpful when you know what you can do better. It is clearly identified. It is not rocket science. We just have to do it properly, and we have a product pipeline, which is absolutely outstanding.”
