How this iconic American car brand will survive in Australia despite losing its Toyota Prado and Ford Everest competitor | Opinion

At the start of this month Jeep’s parent company Stellantis announced the iconic Grand Cherokee large SUV would be discontinued in Australia.

While axing the second best-selling model of a brand that was already struggling might seem like a good way to accelerate the demise of Jeep in Australia, it won’t. That’s because Jeep has something left that many brands have never had. 

Stellantis's Grand Cherokee announcement was both a shock and unsurprising at the same time. It was like hearing that your professional stunt actor friend had broken every bone in their body again, but they would probably be alright. It was coming and so was the Grand Cherokee’s axing.

The surprising part of the Grand Cherokee's demise was that the new-generation version had only just arrived in Australia - well it was less than two years ago in 2023 with the 4xe plug-in hybrid variant following later in the year.

What’s thrown most people is that the Grand Cherokee had a hugely successful past in Australia. In 2014 it was the best-selling large SUV under $70K, beating even Toyota’s Prado for the year with 16,582 sold.

A big part of the previous-gen Grand Cherokee's allure was the price which, thanks to the strong Australian dollar, meant you could get into an entry grade Laredo for $47,000. Compared to the Japanese models which dominated the market at the time the Grand Cherokee felt like a lot of car for the money.

Big, luxurious, comfortable and with a range of engines that stepped all the way up to a high-performance Hemi V8 in the SRT, many buyers found the Grand Cherokee more desirable than a Mazda CX-9 or Toyota Kluger and more affordable than SUVs with Mercedes-AMG, BMW M or Audi RS badges.

That was it in a nut shell. Grand Cherokee was a flash in the pan for Australia that led to a surge in growth for Jeep, but there wasn't much to follow it up. Apart from a disastrous reliability record for the Grand Cherokee which saw recall after recall. 

Even after this new fifth-generation Grand Cherokee launched the 4xe was recalled in the United States due to 13 separate fires.

If you’re superstitious then you’d believe the Grand Cherokee was cursed.

Parent company Stellantis would not go into why the Grand Cherokee was pulled from sale in Australia other than to say it was looking for a more relevant model for the market.

“As we look to right-size the Jeep product portfolio to match local market dynamics and customer preferences, we’ve made the difficult decision to pause availability of the current model Jeep Grand Cherokee  in Australia,” a Stellantis spokesperson said.

"While the Jeep Grand Cherokee will continue to be sold in many countries around the world, this decision allows us to focus our efforts on placing the right products in the right segments that can have the greatest relevance for our customers."

Of course as any PR person would say Jeep remains committed to Australia, the spokesperson told us.

"The Jeep brand remains fully committed to the Australian market and Stellantis continues to invest heavily in its global product portfolio,” the brand’s spokesperson said.

'Committed' as long as there’s a business case for staying is what this really means and there’s nothing wrong with that logic.

Why Jeep will likely stay in Australia isn’t because a new model like the new electric Wagoneer S is just around the corner. It's because Jeep offers something many brands don't have - a lifestyle identity. 

Jeep’s Wrangler off-roader is central to this ethos and the connection the SUV has with cultural identity is important in its lineage back to the World War II Willys Jeep and forward to 21st century adventurers and the perceived freedom that goes with the lifestyle. 

The appeal is almost a rebellious one against the wrapped-in-cotton-wool safety standards of less adventurous SUVs that are seemingly secure so as to cut off all contact with the outside world. The Wrangler on the other hand has doors and a windscreen that can literally be removed. 

That emotional ingredient is a quality only some car brands have. Ford has its Mustang,  Toyota has the LandCruiser, Nissan the Patrol and even Subaru has the WRX . All offer more than just transport but membership to a club.

Of course there needs to be regular buyers who give the brand huge spikes in sales, as was experienced by the Grand Cherokee.

And while sales of Jeep's other models aren't outstanding among rival brands, they don't appear to be dangerously low either. Last year's total sales amounted to 2377 and that was 492 for Compass, 151 for the Gladiator, 646 for Grand Cherokee and 724 for the Wrangler.

Citroen, which is also owned by Stellantis but imported through a different operator - Inchcape - was pulled out of Australia last year after selling just 147 vehicles.

So we know where the line is and currently Jeep is not in danger of crossing it. Still, the brand needs another model to boost sales again and it's unlikely to be the just-arrived Avenger EV which will be up against more affordable small electric Chinese SUVs.

So while Stellantis searches for another hit model, Jeep will be supported by the emotional engagement and identity it brings to those drawn to a life of adventure, even if their real life is mainly spent in an office or in traffic.