Would a Wrangler Sport work?

[Heimkehr]

An inquiry inspired by this thread.

Consider the Bronco Sport, which is essentially an Escape with a body kit. Something that is accessible and relatively affordable when compared to the uparmored (stop laughing!) Bronco.

What say you as it concerns the prospects of a Wrangler "Sport" that follows the same example? A softened-up, yet complementary model built on a related platform (e.g., the Compass).

Instead of suggesting that the Compass already serves in this role, envision a new model that intentionally apes the aesthetic and the established goodwill of its namesake, in the exact manner that Ford is doing with their two Bronco models.

A Wrangler Lite with a better name than the placeholder that I just typed here.

I say it's something that could be made to work.

It's not an idea in a vacuum, either.

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[Some Random Guy]

No, I want the mall crawlers and soccer moms subsidizing my development costs! Lol

 

[Heimkehr]

No, I want the mall crawlers and soccer moms subsidizing my development costs!

That's more accurate than we might want to believe. That category of buyer, who probably represent the plain majority here, add relevant capital to the Wrangler program. It allows a vehicle with outdated mechanicals, and an archaic aesthetic (subjective, I know) to remain a going concern.

The JL enthusiasts may look and sound like they're carrying the model, but it's the sheer number of Kohl's shoppers, etc. who are signing the relevant checks.

 

[Sawgunner73]

Wouldn't the Jeep Renegade basically fill this slot for a Wrangler " Lite"?

 

[aldo98229]

Isn’t that what Grand Cherokee is...?

Oh wait, you said affordable... ?

 

[Richtor]

Wouldn't the Jeep Renegade basically fill this slot for a Wrangler " Lite"?

Exactly. The Bronco sport is a Renegade. The Ford Edge is like regular Cherokee.

Why would Jeep need to copy Ford at anything?
I will say a TRX version of the wrangler to me would be better than the 392.

 

[Deke]

Just because Ford went stupid on the names, doesn't mean Jeep needs to follow.

 

[jdavis106]

Do you mean like this?

 

[displayname]

Why would Jeep need to copy Ford at anything?

Well, Ford did bring in about $90M more in revenue than Jeep last year. So they might want be tempted to take some notes.

 

[Speed331]

If you look at some of the comments on 6G, most hate the idea that a totally different vehicle is called a 'Bronco'. It's confusing to the uninitiated, and dilutes the brand.
The Wrangler 'sport' is a trim level, where as the Bronco 'Sport' is a different model.
It annoys me too (and I have no dog in that hunt), as it feels like Ford threw the Bronco name on something just to be able to say 'look! We're building a Bronco!'
There are plenty of vehicles - including Jeeps - in that segment, the last thing we need is a watered down, mini Wrangler, tossed into the mix.
The Wrangler is a unique model - let's keep it that way.

 

[Sean L]

Well, Ford did bring in about $90M more in revenue than Jeep last year. So they might want be tempted to take some notes.

I'm pretty sure most of that would be from the F-150 rather than their crossovers.

 

[Jmos4]

If you look at some of the comments on 6G, most hate the idea that a totally different vehicle is called a 'Bronco'. It's confusing to the uninitiated, and dilutes the brand.
The Wrangler 'sport' is a trim level, where as the Bronco 'Sport' is a different model.
It annoys me too (and I have no dog in that hunt), as it feels like Ford threw the Bronco name on something just to be able to say 'look! We're building a Bronco!'
There are plenty of vehicles - including Jeeps - in that segment, the last thing we need is a watered down, mini Wrangler, tossed into the mix.
The Wrangler is a unique model - let's keep it that way.

You have to remember all Ford cars are now Mustang's, you're going to expect better on the Bronco naming.

Just saying....

Regards,
Jim

 

[displayname]

I'm pretty sure most of that would be from the F-150 rather than their crossovers.

Oh, 100%. But I’m sure both companies are still watching each move closely and are constantly trying poach talent from each other.

I also just noticed that my last post said M. It should have been a B… for Billion. Even when we bring Ram into the equation, Ford still has a about a $72 Billion advantage over Jeep/Ram. So I still think the Jeep team is taking notes.

 

[Sean L]

Oh, 100%. But I’m sure both companies are still watching each move closely and are constantly trying poach talent from each other.

I also just noticed that my last post said M. It should have been a B… for Billion. Even when we bring Ram into the equation, Ford still has a about a $72 Billion advantage over Jeep/Ram. So I still think the Jeep team is taking notes.

Very true. I'm pretty sure the Renegade had something to do with the development of the Bronco Sport. Swap roles and you hove the Grand Wagoneer going after the Navigator.

 

[Strommen95]

The last thing Jeep wants to do is build a cheaper vehicle. Especially with where cars are currently going and how sales have been.

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