Jeep, once the king of the rugged trail, now seems more like a prince caught in a mid-life crisis, desperately seeking relevance in the electric SUV era. With a fresh wave of leadership that sounds more like a tide of new shirts than a sea change in strategy, one has to wonder if these ‘new bosses’ are simply rebranding their way out of a PR disaster. They talk about brand unity, but where was that unity when their ‘iconic’ Cherokee was MIA? And Bob Broderdorf, stepping in like a savior? He’s the same guy who let the Wrangler get lost in the luxury wilderness, right? I’m not sure what’s more surprising: the fact that they’re trying to relaunch a Cherokee successor or the audacity to claim they’re reconnecting with ‘core values of America and fun and adventure’ after all this. Jeep needs a serious off-road reality check, not a luxury fantasy, or else it might just find itself in a real rut.
Read from: https://www.topspeed.com/can-jeep-make-a-comeback/