Originally Posted by Category 5
See, this is the reason why I think the Renegade WON'T sell very well. Have you actually seen the pricing? A Limited 4x4 is $28K before adding any packages. A TrailHawk is $27K before adding packages. Even the Latitude, which is expected to be their "volume" model is $24,500 with 4x4 and no other options. Once you start piling on packaging and options you go north of $30K very quickly.
Why on earth would somebody spend that kind of $$$ on a tiny CUV based upon a Fiat car, when the same dealership has the Cherokee and Wrangler and Wrangler Unlimited sitting on the lot for the same prices?? A Cherokee Latitude 4x4 is under $25K. A Wrangler Unlimited starts around $27K. It's a no-brainer. Unless fuel economy is your #1 concern but you just gotta' have a Jeep.
To quote Lee Corso..."not so fast my friend".
1. Competition of vehicles within the brand are not the primary focus. A hard core 4x4 fanatic will never look at Renegade, Cherokee, Compass, Patriot, or GC as long as there are JKs... and they will readily buy a $44k Rubicon Hardrock. Renegade will volume sell 2wd models
in huge numbers because they are competing for people looking at Toyota, Honda, Nissan, Kia etc cute utes... not JKs. The Renegade is distinct and highly competitive.
2. It is not fair to load of up Renegade Latitude, Limited or TH with bells and features and get north of $30k fast and then compare that to a knuckle dragging JK Unlimited stick shift at $27k. The comp is to load up a JK Unlimited Sahara as much as possible you get north of $42k fast and there are safety, tech, and comfort features in the Renegade at that lower price that you cannot even get in a JKU... and...
3. Size and looks matters along with mpg... many people want a smaller vehicle than the JK Unlimited or GC. A KL Cherokee comparison is the hardest to draw a distinction from a Renegade other than a lot of people seem to be more excited by how a Renegade looks than the Cherokee. (PS. Jeep sells a lot of KL Trailhawks in the mid 30s when there are JK Unlimited Sport S models sitting next to them in the same $$ ball park).