Like many contemporary automakers, the future of Stellantis' (STLA) iconic Jeep brand is an electric one. But as a brand whose roots date back nearly 80 years, it may have to make some exceptions in order to keep its reputation afloat and its image intact.
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Stellantis
By far, the most iconic vehicle in Jeep's lineup is the rugged Wrangler — a popular, fashionable off-road oriented vehicle whose roots can be traced back to the original vehicles used by the United States military in the Second World War.
For about 40 years, Jeep has sold these civilian-facing models as the Wrangler developing quite a reputation as the kind of tough vehicle that can go anywhere, over anything, and according to what Jeep executive Bill Peffer told The Drive, it doesn't want to lose its loyal fanbase.
In a recent feature with The Drive, Jeep executive Bill Peffer said that the Wrangler's fanbase of loyal enthusiasts are used to a certain feeling that other vehicles do not have, noting that Wrangler fans would not be receptive to such a change.
"Well, we can't forget what Jeep is. The Wrangler is what brought us to the table over 80 years ago, some derivative of that," Peffer told The Drive. "So we protect that, right? That's protecting our core. Lots of very loyal followers [that drive] the Wrangler."
Currently, Jeep does make an electrified Wrangler in the form of the 4xe plug-in hybrids, which, according to Peffer, is the "number one PHEV in the market." According to Jeep, the 4xe combines a 2-liter turbocharged 4-cylinder with an electric motor for 21 miles of all-electric power, and a maximum total driving range of over 370 miles.
But it does not mean that the Jeep brand is shying away from electric cars. Recently, it introduced the Jeep Wagoneer S, a sleek luxurious and fast electric cruiser that is claimed to be faster than Tesla's Model Y performance, and is also set to release a small Wrangler-inspired electric car called the Recon later this year.
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Additionally, Stellantis CEO Carlos Tavares recently revealed that a new, $25,000 Jeep-branded EV will be hitting U.S. shores "very soon," as part of efforts to attract mainstream buyers during a slower EV rollout in the U.S.
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Protecting 'the brand' is not just a Jeep thing
Ford
Jeep is not the only automaker to have taken a protective approach when it comes to its iconic models and full electrification.
In a recent interview with British auto magazine Autocar, Ford (F) CEO Jim Farley said similar messaging about the Mustang — an iconic muscle car that celebrated its 60th birthday this past April.
The Ford boss said that he is open to radical new models, as long as they uphold the performance goals that a name like Mustang is supposed to offer.
“We will never build a Mustang that isn’t a Mustang,” he told Autocar. “For instance, there will never be room for a small, two-row Ford SUV with a Mustang badge stuck on it. But could we do other Mustang body forms – a four-door or whatever? I believe we could, as long as these models have all the performance and attitude of the original.”
Though he believes that "partial electric powertrains work well for performance drivers," an all-electric mustang is out of the question.
“One thing I can promise, however, is that we will never make an all-electric Mustang," Farley said. "I look at other users of pure-electric power such as Formula E, and even companies like Rimac, and I just don’t think that would be right for Mustang. Great for other Fords look at the worldwide success of [the E-Transit cargo van] — but not for Mustang."
But, there are exceptions:
Mercedes-Benz
However, one automaker's famous 4x4 did get the full electric treatment: the Mercedes-Benz G-Class (or G-Wagon). (MBGAF) Unlike the idea of an electric Jeep Wrangler, the G-Wagon's electric transformation makes sense when you account for the kind of people that buy them.
Revealed during a star-studded event in Los Angeles, the new Mercedes-Benz G 580 with EQ Technology fits right in with the kinds of people who are known for driving the boxy behemoths; specifically event attendees like model and socialite Kendall Jenner, actor Bradley Cooper and rapper Travis Scott.
Like its gas-powered sibling, the electric G-Wagon is capable both on and off-road, however, most buyers of the six-figure shocker will be pleased with the fact that it carries over the same opulence and physical presence as the gas-powered car.
Stellantis NV, which trades under STLA on the New York Stock Exchange, was up 1.89% Wednesday, trading at $22.12 at the time of this writing.
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