Jeep's Bold Move: Electric SUV Hits the Market

Jeep has just unveiled its new electric SUV, the Recon, priced at $65, 000. This vehicle has been in development for years, with its concept first introduced in 2021. Production is set to begin early next year at a plant in Mexico. The Recon sports Jeep's signature boxy design, removable doors, and an open-air roof, much like the iconic Wrangler. It's part of Jeep's strategy to revive its sales, which have been declining for years. The Recon is the last of four new or updated models Jeep promised to reveal in four months. Under the hood, the Recon packs a punch with 650 horsepower and 620 foot-pounds of torque. However, its range is only about 250 miles per charge, which is less than many other EVs on the market. This power comes at a premium price, costing about $14, 000 more than the entry-level Wrangler plug-in hybrid and nearly $27, 000 more than the base Wrangler four-door. Jeep's parent company, Stellantis, has been scaling back its EV investments due to market changes and leadership shifts. Despite this, Jeep's CEO, Bob Broderdorf, remains optimistic. He believes the Recon will appeal to those who want a high-performance EV, even if sales volumes aren't sky-high. The Recon will be produced at Stellantis' Toluca Assembly Plant in Mexico, alongside other Jeep models. Broderdorf emphasizes flexibility, stating that the plant can adjust production based on demand. Despite challenges, Jeep aims to grow its market share and sales. Jeep's sales have been on a downward trend since peaking in 2018. Last year, U. S. sales dropped to less than 590, 000 units, a significant decline from the over 973, 000 sold in 2018. The brand's market share has also decreased from 5. 4% in 2019 to 3. 7% in 2024.