If you’ve seen the 2022 Jeep Grand Wagoneer, then you’ll know that the brand aims to conquer the luxury full-size SUV segment. However, despite being a Jeep, the Grand Wagoneer doesn’t carry the brand’s badge anywhere on its chiseled bodywork. There is a very good reason why that tells us plenty about the brand’s future.

According to MotorTrend, the brand’s CEO Christian Meunier stated that this new SUV is unmistakeably a Jeep and doesn’t need the badge. However, plans to break this model off into its own sub-brand are already in place.

Why doesn’t the 2022 Jeep Grand Wagoneer carry the brand’s badge?

A quick look at the 2022 Jeep Grand Wagoneer reveals plenty of badging touting this model’s lengthy name. In fact, as MotorTrend reports, the American carmaker moved the driver’s seat controls out of the way to make sure a plaque reading “Grand Wagoneer” is the first thing you see when stepping in. While this may seem rather pointless, it helps distinguish this luxurious model from the brand’s other vehicles.

In fact, Jeep CEO Christian Meunier told MotorTrend that this SUV’s design already links it directly to the brand, allowing little room for confusion. However, looking at this SUV’s purpose and price reveals that the Grand Wagoneer is targeting a wealthy audience the brand typically doesn’t cater to.

This is because the 2022 Jeep Grand Wagoneer marks the beginning of a new sub-brand within Jeep. According to Motor1, these new variants will occupy a premium space within the SUV market.

What will this new sub-brand look like?

As of writing, we have the 2022 Jeep Grand Wagoneer and the standard Wagoneer. Neither of these SUVs wears the brand’s logo. As a result, these are likely the start of this new sub-brand.

These brand-new SUVs have their sights set on the territory currently dominated by the Chevy Tahoe and the Ford Expedition. In terms of luxury competitors, the Grand Wagoneer will rival the Cadillac Escalade and the Lincoln Navigator.

However, don’t expect this full-size SUV to stick around only as a luxury alternative. In fact, MotorTrend reports that an off-roading variant will arrive soon. This is very similar to what GMC and Chevy are doing with the Yukon AT4 and the Tahoe Z51.

How much does the Grand Wagoneer cost?

If you’re looking at a 2022 Jeep Grand Wagoneer, you’ll need a fairly large wallet. That’s because this full-size luxury SUV starts at $88,995, according to Car and Driver. As you’d imagine from a luxury SUV, there are plenty of trim levels that can quickly shoot that base price into the stratosphere.

The most expensive variant, the Series III Premium, costs a hair under $110,000. When you consider the pricing, making customers feel like they’re not buying a six-figure Jeep is a smart move.

If you want a more affordable variant of this full-size SUV, Car and Driver report that the standard Wagoneer starts at $59,995, almost $30,000 cheaper than its luxury-oriented sibling.