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Jeep Stages Comeback, Reclaims SUV Dominance
17 Nov
Summary
- Jeep brand experiencing sales and market share declines
- Realigned pricing, scored best quarterly sales in 2+ years
- Largest mainstream product blitz this decade underway
As of November 17th, 2025, the Jeep brand is making a strong comeback after years of sales and market share declines. The iconic SUV brand, which has been in a rut this decade, is now experiencing a resurgence.
Jeep has realigned its pricing across the lineup and scored its best quarterly sales gain in more than two years. The company is also in the midst of its largest mainstream product blitz this decade, with a focus on growth and profitability.
"This isn't just a comeback. This is the Jeep brand reclaiming a segment we invented and defined," says Jeep CEO Bob Broderdorf. He emphasizes the brand's mission to "grow, grow and grow" in a healthy manner, leveraging Jeep's well-known off-road capabilities that have carried it for most of the past century.
The turnaround comes after Jeep faced six consecutive years of U.S. sales declines, amid a leadership carousel, a dearth of new products, and a failed premium pricing strategy to boost profits. But now, the brand is poised to regain its dominance in the SUV market.
