aldo98229
Well-Known Member
- First Name
- Aldo
- Joined
- Nov 16, 2019
- Threads
- 86
- Messages
- 11,019
- Reaction score
- 27,682
- Location
- Bellingham, WA
- Vehicle(s)
- 2023 Jeep Gladiator, 2018 Fiat 124 Spider
- Occupation
- Market Research
- Vehicle Showcase
- 3
Wagoneer is an experiment that must be keeping Jeep executives up at night.I have to agree with that one. I originally went to my CDJR dealer, on a whim, to test drive a new JLU. I didn't give the downmarket-ish aesthetic of the showroom much thought until I began to digest the average sticker prices of the vehicles they were selling.
I still wonder if or how they'll attempt to meet the expectations of the folks to whom they expect to sell the high five/low six figure(!) Grand Wagoneers now arriving on the lot.
While it is easy for a brand, any brand, to expand downmarket (e.g., Renegade, Compass), it is extremely difficult to move upmarket.
For a brand, any brand, to successfully expand upmarket, it needs EVERYTHING to pull together: the brand, the product, the marketing, the dealers. In Wagoneer’s case, the brand and the product are —arguably— there. Unfortunately, the marketing appears to be non-existent, and the dealers keep doing business as usual. I’d say their chance of success at this point is 50-50 at best.
If the experiment fails, then the finger-pointing starts: people get reassigned, leave or get fired; budgets get slashed; launches get delayed or put off indefinitely...
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