Jeep's Comeback Plan: 3 Ways the CEO Is Regaining Customers

How Jeep’s newest CEO is breaking the cycle

Jeep attracted the wrong type of attention, as 2024 marked its sixth consecutive year of annual U.S. sales declines. However, the automaker’s CEO, appointed in February, Bob Broderdorf, has shed light on how the company’s recent overhaul efforts differ from past strategies. Broderdorf confirmed that he has made 81 changes at Jeep over the past two months, with some being significant and others minor. One key change is Jeep devoting more time to customer feedback. Broderdorf said he regularly reads comments and complaints in Jeep Reddit threads, some of which he replies to. This increase in customer attention could help foster greater brand loyalty among drivers—an area where Jeep has room for improvement. While J.D. Power hasn’t yet released its 2025 report on driver brand loyalty, last year’s study found that Toyota ranked highest among mass market brand owners for a third consecutive year. Honda achieved the highest loyalty percentage among mass-market brand SUV owners, followed by Subaru. An S&P Global analysis evaluating driver loyalty for top-performing mainstream brands from April 2024 to March 2025 ranked Ford first, followed by Chevrolet and Honda.

More choice, more capability

Broderdorf has committed to growing electric vehicle (EV) options at Jeep, but he clarified that the company won’t be abandoning the internal combustion engine (ICE). In addition to extending the availability of the Wrangler’s 6.4L Hemi V-8, Broderdorf hinted at using the engine, which is also present in Jeep’s Grand Cherokee SRT, in other future Jeeps. The Jeep CEO said, “People want choice, they want powerful engines. Our powertrains are the heart and soul of our cars,” Wards Auto reports. He added that just one powertrain option “isn’t going to cut it” when it comes to satisfying its consumers. Still, Broderdorf emphasized the importance of Jeep thinking globally by considering increasingly strict ICE rules in other markets when forming its lineup. For example, the European Union still plans to phase out gas and diesel vehicles by 2035, with the ultimate goal of carbon neutrality by 2050. Jeep recently revealed its 2026 Grand Wagoneer with a significant refresh that includes a plug-in hybrid electric vehicle (PHEV) option. Broderdorf noted that a Jeep 4xe (PHEV) has more low-end torque, which aids in rock crawling capability.

Jeep’s CEO clears the air on recent sales figures

Stellantis U.S. sales declined 10% year-over-year during Q2 2025, but Jeep’s sales increased slightly by 1%. Broderdorf clarified that if he’s looking at Jeep’s sales to actual customers, the numbers are far above this 1% figure. The CEO explained that selling cars to rental car companies is dragging this number down to 1% since those sales traditionally have lower margins. Broderdorf added that he’s not interested in chasing rental car company sales as a result.

Final thoughts

Jeep appears to be in good hands with Broderdorf, as the company’s decision to prioritize consumer feedback, maintain a diversified lineup, and focus on individual customers over fleet sales creates a solid foundation. The automaker also stated that there are several Jeep products for which consumers haven’t received the proper information, or those products require enhancements. While 81 changes have occurred over the past couple of months at Jeep, some big, some small, Broderdorf promised that the next six months will be just as busy.