The year was 2021, and Jeep was on the verge of relaunching one of its most iconic vehicles. The one all the cool moms drove in the 80s, the one your teen would give their right arm for, the one appreciating faster than Nvidia stock– The Jeep Grand Wagoneer. Here is a photo for your refreshment:
The Mistake
And then they launched it. It looked fine — I mean, ok, nothing spectacular —but then they said, “This isn’t the Jeep Grand Wagoneer.” Umm, say what? No, it was just a “Wagoneer.” Yeah, they tried to tell us that Wagoneer was becoming its own brand, is going electric, and all kinds of crazy stuff. I could literally hear Jalopnik’s Slack channel exploding over the Zoom call. We were all baffled, perplexed, and deep inside, more than a tiny bit furious.
Cut To May 2026
I’m standing at a swanky barn-like venue in Austin, TX, gearing up for the great Jeep Grand Wagoneer relaunch. About five minutes in, Jeep brand manager William Coughlin said something that I assumed he’d regret: “We made a mistake when we launched this.”
Sorry, what’s that? A what? I looked at him and waited for the PR person to whisper in his ear, escort him off stage and into handcuffs.
But nothing happened. In fact, a few minutes later, when I asked if he’d say it on camera, AND HE SAID YES, I rushed to push record before they changed their mind. I’ve been waiting for the retraction ever since. But I published the video, and so far, no lawyers have come calling!
Why This Is Wild
Now, if you’ve never experienced corporate America or are crazy enough to believe that telling the truth is logical–that’s adorable. This is 2026 in the U.S.A, baby, where every consumer service rep has a script, every teacher has to lawyer up before grading, and politicians have lost the plot entirely.
Automakers are no better. They are always trying to convince us that they have a new “vision” for the future, which is just the same crap served in different package. Every new car is “best in class”, “class leading,” and “gets a top NHTSA rating.” At this point, superlatives just sound like white noise. More recently, as automakers try to stay focused amid two diametrically opposed political agendas and a shaky world order, having a logical plan is like basket-weaving in a hurricane — virtually impossible and borderline futile. When things go sideways, as they often do, the spin still wins. What we never hear: “we were wrong,” “we are now going in a different direction,” or “well, that didn’t work,” even when it’s clearly the case.
Why This Is Brilliant
The best part about Jeep’s admission isn’t just its accuracy, but that it is a really smart move at a time when the stakes are high. Jeep’s parent company, Stellantis, is a result of the 2021 merger between the French maker Groupe PSA and the American-Italian Fiat Chrysler (FCA). But immediately after its conception, pricey vehicles, tired designs, and reliability issues plagued the company while its competitors went for the jugular with new models (think Bronco), increased loyalty, and competitive pricing. Now, Stellantis is fighting back with something so brave it may even work: THE TRUTH.
Why Other Automakers Should Follow Jeep’s Lead
The strongest brands aren’t the ones that rarely struggle. Perhaps you’ve forgotten New Coke, Google Glass, and Pepsi Crystal. The strongest brands respect their customers. And we, as consumers, often forgive mistakes. What we rarely forgive is dishonesty. It’s ok to tell us Santa isn’t real, but don’t tell us that you’ve canceled Christmas because of it.
Oh, and The Jeep Grand Wagoneer
Looks great. They redid everything from the windshield forward, which I immediately noticed as I was picked up at the airport. It honestly looks rad. Plus, as Vincent Gallante, VP of Jeep Design, revealed to me, there are plenty of Easter Eggs hidden in this new design– it’s all in my video. Now THAT’s a Jeep move. Plus, there’s an extended range EV (EREV) coming later this year.
So, Did The Jeep Grand Wagoneer Refresh Work?
Well, I, for one, no longer feel betrayed by Jeep. I’ve forgiven it for taking something sacred —a classic American SUV —and commoditizing it in an attempt to make quick cash. Now I’m focused on the fact that this Grand Wagoneer looks great, is fun to drive, and is a beautiful example of distinctly American luxury. So yeah, it worked for me. It turns out the most significant thing Jeep’s launched lately isn’t a refreshed Grand Wagoneer. It is refreshed trust.
What do you think? Boss move? Or barely a thing? I sincerely want to know.