Jeep is gearing up for a landmark year in 2025, with a slate of new vehicles and initiatives underpinned by a renewed focus on electrification and innovation. The debut of the Wagoneer S, Jeep’s first all-electric SUV for the U.S. market, sets the tone for what promises to be a transformative period for the iconic brand. Complementing the Wagoneer S are the eagerly awaited Jeep Recon, a rugged electric off-roader, and a midsize SUV set to replace the discontinued Cherokee.
The Wagoneer S, Jeep’s premium midsize electric SUV, began production in November 2024 at the company’s Toluca, Mexico, plant. While production started later than initially planned, with software challenges delaying its fall launch, the Wagoneer S has started trickling into dealerships. Boasting a 600-horsepower powertrain and cutting-edge technology, including 45 inches of interior screens, the Wagoneer S represents Jeep’s ambitious leap into the electric vehicle (EV) space.
The launch of the Wagoneer S has been accompanied by a high-profile marketing campaign. The tagline “Beautiful things can still get dirty” emphasizes Jeep’s ability to combine luxury with off-road capability. The campaign debuted during the NFL’s first Netflix game over Christmas, underscoring the brand’s emphasis on electrification without compromising its rugged heritage.
Initially considered a placeholder, the name “Wagoneer S” will remain. Jeep plans to leverage the “S” to highlight the SUV’s attributes: speed, sporty, sexy, and sophisticated. The Wagoneer lineup, which includes two- and three-row configurations and various powertrains, aims to cater to a wide range of customers.
Another highlight for Jeep in 2025 is the introduction of a new midsize SUV to replace the Cherokee, which was discontinued in February 2023. This vehicle will fill a critical gap in Jeep’s lineup and could retain the Cherokee name, a decision that balances the model’s heritage with cultural sensitivities. Built on the versatile STLA Large platform, the Cherokee replacement will feature hybrid options and potentially other powertrains, aligning with anticipated emissions regulations. Jeep plans to reveal more details midyear, with a launch expected before the end of 2025.
Jeep’s commitment to electrification continues with the Jeep Recon, a fully electric off-road SUV designed to offer a Wrangler-like experience. Riding on the STLA Large platform, the Recon promises serious off-road capability with modern EV performance. Jeep North America head Bob Broderdorf, who describes the Recon as one of his favorites, anticipates strong consumer interest and excitement around its launch later in the year.
Extended-range versions of the Wagoneer and Grand Wagoneer three-row SUVs are also in the works, though development on these models is not expected to take shape until late 2025. The timeline for their introduction will depend on further evaluations and strategic decisions.
Jeep’s leadership has seen significant changes, with Stellantis veteran Bob Broderdorf stepping into his role as head of Jeep North America in September 2024. Reporting to Antonio Filosa, the global CEO of Jeep, Broderdorf has brought stability and focus during a period of transition following Stellantis CEO Carlos Tavares’ resignation. Broderdorf praised the new leadership team’s passion and vision, calling it an “inspirational story” that reinforces Jeep’s mission.
Under Broderdorf’s leadership, Jeep is doubling down on its strengths while maintaining discipline in its approach. “I’m picking the heart of every segment and putting a Jeep there,” he said, emphasizing the importance of precision and calculated growth. With a packed launch schedule and an electrified future in sight, Jeep is poised to make 2025 a year to remember.