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Unfortunately Jeep sales are declining at a rapid rate.Even the patriotic Jeep Wrangler is struggling. However, critics blame Stellantis for creating this mess by neglecting every single Jeep model in the lineup. 

Declining Jeep sales could be linked to neglect 

Critics claim that declining Jeep sales could have been avoided with better leadership. Now Stellantis might have to fix this revenue stream as the brand struggles due to neglect. 

According to the Detroit Free Press, Jeep sales declined by 9% during the first half of 2024 in the United States. Sales were down by 19% in the second quarter of the year. 

Stellantis seems to enjoy dragging SUVs out too long during their lifespans. Fiat, Lancia, and Alfa Romeo had experienced lifespans before new vehicles were finally introduced. 

Then Dodge, Chrysler, and Jeep were creating revenue from solid sales, the profit was funneled into creating new Alfa Romeo SUVs. As a result, the American brands were starved. 

Just a quick thing, here. I’ve heard its a bad business practice to mix revenue streams. For example, the money that Jeep makes should go back to Jeep models. 

But I’m a writer, not a big business lady. Also, my Mom just asked me if I’ve ever heard of Alfa Romeo last week…

The 2022 Jeep Cherokee off-roading
2022 Jeep Cherokee | Jeep

Anyways, the Jeep Cherokee and Jeep Compass accounted for 39% of U.S. sales in 2019. The Cherokee which has been the same since 2013 was discontinued in 2023. 

It generated over 1.5 million sales during that generation but Stellanis let it die. The Jeep Renegade is another neglected model that sold over 100,000 SUVs a year twice before it was pulled. 

Plus, the Renegade started at $15,000 when it debuted. The MSRP jumped to $27,850 with no major upgrades before the plug was pulled. 

The Jeep Compass received an interior refresh and new tech for 2024, but it has mostly been the same since 2017. Sales in 2023 were down 39% compared to 2019. It’s still ancient compared to the Toyota RAV4.

These Jeep SUVs were in the top five best-selling vehicles. Gambling on building bigger models like the Wagoneer and high-end luxury trim levels hasn’t paid off yet. Maybe Jeep sales would benefit from new models of these vehicles that are actually affordable.

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Staff Writer

Allison Barfield

Allison Barfield joined MotorBiscuit in 2020 and covers all things trucks, SUVs, and Jeeps. Having grown up on a farm in Rock Hill, South Carolina, she’s no stranger to the “Best in Class” truck and SUV debates; people in her hometown were always gathering to help work on vehicles together, and deliberation would naturally arise.

Allison graduated from the University of South Carolina with a degree in Media Arts. She has helped bring awareness to issues Women In Trucking face and has promoted Truckers Against Trafficking, an anti-trafficking NGO.

A fan of creatively dark literature, Allison appreciates the works of Shirley Jackson and Emily Dickenson. She lives in a mountainous area of the country and enjoys off-roading and camping. Her dog, Bruce, often joins her in testing trucks and SUVs for our site.