Jeep’s Electric Gladiator Aims to Outpace Rivian and Tesla in the Booming EV Pickup Market
Jeep is revving up its electric vehicle strategy with the introduction of an all-electric version of the Gladiator pickup truck, aiming to compete with leading EV models like Rivian’s R1S and R1T, and Tesla’s Cybertruck. This bold move is a part of Jeep’s broader strategy to rejuvenate the brand amidst a troubling decline in sales. Antonio Filosa, CEO of Jeep since November last year, has his sights set on breaking the 1-million sales barrier in the U.S., a target underscored by recent underwhelming performance—a 21% drop year-over-year in the second quarter, marking the lowest sales in over a decade.
The launch of the Jeep Wagoneer S, the marque’s first electric vehicle entry in the U.S., signifies Jeep’s pivot towards electrification. Arriving at dealerships this fall with a starting price of $71,995, the Wagoneer S is part of a string of planned releases aimed at establishing Jeep as a formidable player in the electric vehicle sector. Following the Wagoneer S, Jeep plans to introduce a slew of new EV models including electrified versions of iconic models such as the Wrangler and Grand Cherokee. Jeep’s future endeavors will also include an electric Wrangler and Gladiator by 2028, employing the STLA Frame platform—one of the largest Stellantis EV platforms promising a range of 300 to 500 miles. Additionally, a Range Electric Paradigm Breaker (REPB) model with an auxiliary ICE engine for extended range is anticipated in 2028.
While Jeep intends its traditional design ethos to persist in these models, contemporary enhancements signal a refresh for the brand. The Wagoneer S design boasts modern features such as an illuminated seven-slot closed grille and slim LED lights, targeting buyers who traditionally prefer competitors like Tesla.
Expanding its portfolio further, Jeep announced the Wrangler-inspired electric SUV, the Recon, following the Wagoneer S. This model will retain the beloved Jeep characteristics such as removable doors and windows—a nod to the adventurous spirit ingrained in Jeep’s DNA. In terms of competition and market strategy, Jeep also plans an economically priced model, the electric Renegade, starting under $25,000 in the U.S., strategically positioning itself against a spectrum of upcoming models from leading automotive giants like Rivian, Tesla, and Ford.
“The brands we are targeting are mainly Tesla… but there are many others,” said Filosa, highlighting the diverse competitive landscape Jeep aims to penetrate. The challenge for Jeep, however, extends beyond merely competing in price and tech innovations. The public perception of the brand’s commitment to its electrified future has been under scrutiny, with some commenters, like Kevin Pazirandeh, poking fun at the perceived slow pace of progress by suggesting, “for the past ten years, the only active part of Stellantis’ EV team has been its design and 3D rendering teams.”
As Jeep ramps up its electric lineup, it invites anticipation and skepticism in equal measure. Consumers and industry observers alike are prompted to consider whether these new electric models will be the catalyst Jeep needs to reestablish its brand strength and market presence in an increasingly competitive and eco-conscious market landscape.
