Jeep price rises hit overdrive, Wrangler up $19,000 in 12 months

Jeep has announced its fourth round of price rises so far this year, with Wrangler and Gladiator hit with increases of close to 30 per cent of their RRP from a year ago.

US off-road specialist Jeep is continuing its campaign of unprecedented price rises in Australia – up by almost 30 per cent in a year on certain models – more so than any other mainstream brand, and despite making little or no changes to vehicles.

The popular Jeep Wrangler two-door and four-door models are up by between $18,000 and $19,000 compared to the same time last year. When compared to prices 13 months ago, the increases amount to $19,000 and $20,000.

Adding to the price pain, Jeep has dropped the most affordable variants of the Wrangler range, which previously started from $53,750 plus on-road costs.

Today, the cheapest ticket into a Jeep Wrangler two-door is $30,200 more than before, because only the top-end Rubicon edition is now available, from $83,950.

The Jeep Gladiator ute this month received its third round of price rises so far this year. The latest increase of $4800 on both models – Gladiator Night Eagle and Gladiator Rubicon – in fact amounts to increases of $9800 and $10,300 over the past 12 months.

As previously reported by Drive, the cheapest four-door Jeep Wrangler is 50 per cent dearer than it was three years ago.

Other models have increased by between $500 and $2350 over the same period. The recently-introduced all-new Jeep Grand Cherokee is up by between $500 and $800 in the space of two months.

Most car companies have announced price rises in Australia over the past two years as the cost of parts and shipping increased, but Jeep has introduced the biggest hikes among mainstream brands.

The price rises come as Jeep sales in Australia hit reverse – down by 8.4 per cent so far this year in a market that has slowed by 2.1 per cent over the same period.

Jeep says supply constraints are major factors in the sales slowdown, but Jeep dealers claim the US off-road specialist is pricing itself out of the market.

In late 2019 the global boss of Jeep, Christian Meunier, announced a sales goal of 50,000 sales per year for the Australian market – more than five times the current annual sales rate of 7000 to 8000 vehicles.

At the Detroit Auto Show two weeks ago, the top executive doubled down on his forecast: “I think we’re going to sell about 8000 (vehicles in Australia) this year, it’s not really what I think is a good number for Jeep. You know what my projection was (50,000) and I still think we can do that.”

Jeep’s best sales result in Australia was in 2014 when 30,000 vehicles were reported as sold.

While Jeep says it will “price protect” customer orders placed before the latest round of price rises, dealers are frustrated that the brand is pushing prices out of reach of everyday Australians.

A number of dealers canvassed byDrive accused Jeep of profiteering from the short supply of vehicles.

“Jeep put up prices after the cars were built and already on the ship,” said one Jeep dealer, speaking on condition of anonymity. “That raises a question mark over whether or not these price rises are cost-driven or demand-driven.”

Jeep sales in Australia over the past 22 years:

  • 2022 (January to August): 4748, down 8.4 per cent
  • 2021: 7762
  • 2020: 5748
  • 2019: 5519
  • 2018: 7326
  • 2017: 8270
  • 2016: 12,620
  • 2015: 24,418
  • 2014: 30,408
  • 2013: 22,170
  • 2012: 18,014
  • 2011: 8648
  • 2010: 5975
  • 2009: 4193
  • 2008: 5232
  • 2007: 5744
  • 2006: 5099
  • 2005: 5078
  • 2004: 4502
  • 2003: 4389
  • 2002: 4569
  • 2001: 3584
  • 2000: 3732

Source: Federal Chamber of Automotive Industries.

Model October 2021 prices MY22 price (Feb) MY22 price (Jul/Aug) MY23 price (Aug) MY23 price (Oct) Total price rises since this time last year
Compass Night Eagle New model $39,950 $39,950 $39,950 $39,950 $0
Compass Limited $43,350 $43,350 $43,350 $43,350 $46,700 $3350
Compass S-Limited $47,350 $48,350 $48,350 $48,350 $49,700 $2350
Compass Trailhawk $51,650 $52,650 $52,650 $52,650 $54,000 $2350
WL Grand Cherokee L Night Eagle New model New model New model $82,250 $82,750 $500
WL Grand Cherokee L Limited New model New model New model $87,950 $88,750 $800
WL Grand Cherokee L Summit Reserve New model New model New model $115,450 $115,950 $500
Wrangler Sport S (two door) $53,750 Deleted model Deleted model Deleted model Deleted model Deleted model
Wrangler Overland (two door) $63,250 Deleted model Deleted model Deleted model Deleted model Deleted model
Wrangler Rubicon (two door) $65,950 $72,550 $77,950 $83,950 $18,000
Wrangler Unlimited Night Eagle $62,950 $69,750 $74,950 $81,450 $18,500
Wrangler Unlimited Overland $67,950 $74,850 $80,450 $86,950 $19,000
Wrangler Unlimited Rubicon $71,450 $78,450 $78,450 $90,450 $19,000
Gladiator Night Eagle $68,450 $70,550 $73,450 $78,250 $9800
Gladiator Rubicon $76,950 $79,250 $82,450 $87,250 $10,300

Joshua Dowling has been a motoring journalist for more than 20 years, spending most of that time working for The Sydney Morning Herald (as motoring editor and one of the early members of the Drive team) and News Corp Australia. He joined CarAdvice / Drive in 2018, and has been a World Car of the Year judge for more than 10 years.

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