SerpApi.Org
Until recently, Jeep's three-row lineup consisted of three separate models: the Wagoneer, Grand Wagoneer, and Grand Cherokee L. The standard Wagoneer was the newest addition to the SUV lineup, having entered the fold in time for the 2022 model year. However, just four years later, Jeep decided to ax it.
That means the Grand Wagoneer and the Grand Cherokee L now need to tow the three-row SUV line by themselves. Some model-image shifting was required to fill the gap, with the Grand Wagoneer now boasting an MSRP that spans between $60k and $120k, which is a massive gap. With a spread that large, one has to wonder if the Grand Wagoneer is up to the task.
Instead Of Shrinking It, Jeep Compressed Its Lineup
Making up the bottom portion of Jeep's two-pronged three-row SUV lineup is the Grand Cherokee L. It was introduced in 2021 as a longer version of the Grand Cherokee. Hence, of course, the "L" in its name. Its main objective in Jeep's lineup is to act as the entry-level option, boasting a base MSRP of $40,920 and the ability to seat up to seven passengers. A naturally aspirated 3.6-liter V6 and a turbocharged 2.0-liter four-cylinder are its engine options, and rear-wheel drive comes standard, with the option to upgrade to all-wheel drive.
Before the Wagoneer's axing, it slotted right in between the Grand Cherokee L and the Grand Wagoneer. However, the latter now has to stretch itself quite thin to fill the large gap that was left. This year, the Grand Wagoneer's base MSRP dropped over $20,000 compared to 2025. Back then, Jeep had it pinned at $84,945. Now, it's at $63,995. On top of the price slash, Jeep also worked to remove the Grand Wagoneer's luxury sub-brand image in an effort to broaden its customer base and appeal.
Giving the Grand Wagoneer the keys to such a large swath of the market does raise questions about whether it will be able to handle it. However, the move may help reduce buyer confusion for Jeep, as its three-row lineup is now much simpler and easier to digest. At the same time, the Grand Wagoneer is relegated back to what its name originally aligned with: large family transport with some smatterings of luxury here and there, rather than a dedicated luxury model.
Bearing all of this in mind, it's easy to see that Jeep didn't abandon the third-row, slightly-luxurious segment. Instead, the brand moved to reorganize and streamline it.
One Badge, Two Completely Different Buyers
To justify a price range that spans roughly $60k, Jeep had to step up its trim level offerings for the Grand Wagoneer. At base level sits the self-titled base trim, which can be had with either rear- or four-wheel drive. Leather seats, a sunroof, and a 12.3-inch infotainment screen using the Stellantis UConnect software come standard, as well. Powering it is a 3.0-liter turbocharged Hurricane inline-six engine with 420 horsepower and 468 pound-feet of torque.
Moving up the ladder awards you with the $72,060 Limited Altitude 4x4 grade. Next up is the $73,060 Upland, which boasts features like Capri leather-trimmed seats, upgraded skid plates, and some off-road-specific tech features. The 85th Anniversary Edition trim sits above that, with a base price of around $75,990. The ladder keeps on climbing, too, with the Limited Reserve slotted as the next level up at $79.960.
Now, we break into the more luxury-oriented Grand Wagoneer grades with the Summit Obsidian. Its MSRP jumps to $94,310, and it comes with a slew of new features not found in other grades like 20-way power massage front seats, quad-zone climate control, bespoke exterior styling, and a 23-speaker McIntosh sound system. Sitting at the top of the lineup is the Summit Reserve, with an entry-level price of $100,310. It's got larger, 22-inch blacked-out wheels, an optional pair of 10-inch rotating displays for rear-seat passengers, and autonomous parking.
On top of the huge trim list, every iteration can be had as a standard or long-wheelbase model, save for the off-road-oriented Upland trim. Spring for an "L" version grants buyers an extra foot in overall length, which helps increase cargo capacity and, to a lesser extent, rear passenger legroom.
Against-The-Grain Thinking
Instead of the usual luxury-branded approach, which aims to separate upscale models from mass-market ones clearly, Jeep seems perfectly content to blur the class lines a bit. In doing so, the Grand Wagoneer has been fundamentally transformed into an entire market segment, rather than just another three-row SUV on the playing field.
However, Jeep Did Draw One Very Clear Line In The Sand
The remaining two members of Jeep's three-row SUV lineup actually ended up differing by a wide margin, despite the Grand Wagoneer itself having a blurry, classless approach to its customers. The Grand Cherokee L is cheaper, marketed squarely at the mass market, and carries quite a lot of difference in its mechanical make-up compared to the Grand Wagoneer, too.
While the more expensive, larger Grand Wagoneer can seat up to eight people, the Grand Cherokee L can only seat up to seven. Their underpinnings are also quite different, with the Grand Cherokee L taking advantage of a unibody construction. The Grand Wagoneer, on the other hand, uses a body-on-frame build borrowed from the Ram 1500 pickup truck.
With the difference in bones comes a difference in performance. The Grand Cherokee L can only tow up to 6,200 pounds when properly equipped. But you can hook up a trailer weighing up to 10,000 pounds to a Grand Wagoneer safely, thanks to its robust pickup frame. The Grand Wagoneer also rides much more like a pickup truck with softer shocks, while the Grand Cherokee L feels much more like a car-like crossover SUV.
It's in all those differences that we find the hidden key to both models' success. Because the Grand Wagoneer and Grand Cherokee L are so different, both on top and underneath, it prevents either one of them from "cannibalizing", or stealing sales, from the other. This is an important phenomenon to try and avoid, because brands cannibalizing themselves often leads to lost sales and, in turn, lost profits. When deciding between these two, the question is: do you need a car-like crossover for school runs, or do you need a pickup truck with eight seats and a big trailer hitch?
Jeep's Reputation-Stretching Experiment
At its core, Jeep gained fame for being an off-road-oriented brand. When we think of Jeep's past, images of old-school CJ7s and Wranglers come to mind, as well as 4.0-liter straight-six-equipped XJ Cherokees. However, while the Wrangler is still in production, the ruggedness that oozed from Jeep in times long gone isn't nearly as prevalent today.
With the current Grand Wagoneer and Grand Cherokee L, Jeep is going toe-to-toe with the likes of the Kia Telluride, Hyundai Palisade, Ford Expedition, and even the Cadillac Escalade. It's a huge playing field to handle, and Jeep has two three-row models to contend with them all, all while trying to grow further out of its bare-bones basic roots.
When it comes to the Grand Wagoneer and its rep-stretching exercise especially, it needs to do the work of two, perhaps three models at once. At the low end, its competition is the Ford Expedition. At the top end, the Cadillac Escalade and Lincoln Navigator are waiting, and these two are tailor-made, bona-fide luxury models, not Chevy Suburbans or Ford Expeditions with extra features and 22-inch wheels. Jeep runs the risk of diluting the Grand Wagoneer namesake to the point where it's undesirable by everyone, simply because its namesake is confused about what it wants to be.
It Could Work Out... Maybe
However, this can also play into Jeep's favor. Instead of brands like General Motors, which needs to have the Chevy Suburban, GMC Yukon XL, and Cadillac Escalade to fill three slots in the full-size SUV market, Jeep gets away with just one. This is cheaper and more streamlined than having three largely separate models, and gives folks a much broader sense of choice.
In the end, Jeep is currently embarking on one of the brand's largest experiments to date. Whether it will pay off or blow up in its face is still up in the air.
Sources: Jeep, Motor Trend, MahonCDJR.com.
