America's love-hate relationship with Jeep

Issue #109

Happy Saturday It's been a busy week in the automotive industry.

We're discussing how Jeep can save itself, Toyota's big purchase, Nissan's different ideas for the US, and much more!

Market News

• Toyota Motor wants to dish out $42 billion for Toyota. Here's what we mean. 

• Dodge's Muscle EV (boy, that sounds weird) is on pace for launch but already lags the competition. 

• Bezos's backed Slate truck will be available at a very comfortable price. Plus, it's very customizable. Do you like it?

• Kia's fast charging network has just doubled. Here's why. 

• These are ten reliable Japanese SUVs that aren't Toyota or Honda.

• Nissan scrapped these plans for the US market. Instead, it will aim for a new project. 

• Japanese automakers saw their US sales spike in March, but there's a catch. Here's what happened. 

• Ford and Stellantis launch bold ads, and experts think they might work. 

• Someone is out to get Rivian, and it's like the premise of a novel. 

Safety and Recalls

• A wiring problem (a possible fire risk) forces this luxury brand to recall some SUVs.

• Volkswagen recalls the ID.Buzz over a wrong brake warning.

• Yes. It's another Ford recall. This time, the issue is with Transit vans and rearview cameras.

Car Culture

• How one woman healed from losing her husband by crushing cars with tanks. 

• This is the rarest road-legal Porsche ever built. It's funky and weird, and we love it.

• Here are the coolest cars from the Shanghai Auto Show.

• Nissan America's boss wants an X-Terra ASAP. And we agree. 

• Are compact pickups making a comeback? Here's why. 

• This American luxury sedan challenged even the BMW 5-series back in the day. 

• Crank windows are back. You read that right. 

• Ferrari copied Hyundai with EV fake shifts. What is happening?

• These three supersedans might be a dying breed, but they're excellent options for those who want more power. 

• The Chevy Camaro is no longer available, but the proposed successor was extremely cool. 

Video Of The Week

Check out these "dyno fails" and mechanics analyzing what happened.

Power On The Go

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Yes, that’s an affiliate link. No, it doesn’t cost you anything extra. But every click helps support this newsletter and keeps the content coming. Win-win.

In The Know

Jeep is (once again) down but not out (once again)!

Despite its recent reputation issues, Jeep remains one of the most iconic brands in car culture. There's no denying its impact on the offroading community over the years.

So, it's bittersweet to know that the brand is struggling and that its owner, Stellantis, is somewhat of a sinking ship. 

Knowing that Stellantis is also responsible for other once-iconic brands, such as Ram, Chrysler, and Dodge is even more bitter.

However, we must add that this accomplishment hit it out of the park. 

We want Jeep to succeed. It's a brand that we can't afford to lose.

Can you imagine a world without Wranglers? It just sounds dystopian. 

In 2024, the brand seemed to be slowly emerging from the ashes, having performed admirably in Europe, as this article explains.

So many of these Jeeps in Europe, really? That's impressive. 

However, the success was short-lived. Only six months later, Jeep found itself having to pause production at its Canadian plant.

The company readjusted its output in response to the decrease in demand during 2025. Instead, Jeep did this in Detroit to prepare for the 2026 model year. 

But why is the company struggling to garner fans now when it wasn't a challenge in the past? It all boils down to one thing: quality.

The company fails to inspire car buyers, not because its models are boring or anything similar (although they're not particularly exciting), but because buyers don't see themselves with a vehicle that will break down at any second.

Plus, it's hard to overcome being ranked dead last in reliability. Then, there's the aspect of ruggedness.

For years, American buyers associated the brand with being able to traverse any terrain and then go to the mall and pick up their kids. That's no longer the case.

At least one of those abilities is gone in most of the fleet. Jeep has sacrificed much of its original identity, resorting to sharing technology with European cars that aren't offroaders. 

Jeep has some jewels in its lineup. The Trackhawk can put down some serious horsepower, and the Wrangler is a dying breed that has maintained its looks for decades, all the while having one of the best offroading capabilities from the factory.

Not only that but against all odds, Jeep has recently proven it can be reliable, even in the EV sector!

This article explains how the Jeep Wrangler 4Xe reached an impressive milestone, showcasing the company's ability to make a reliable option. 

That's not the only good news for Jeep. Recently, reports surfaced that the company's smallest and cheapest SUV is its savior.

Jeep can brag, and we tip our hats. What's not to like?

Double-digit growth for three years in a row, more than 100,000 units sold in 2024, and positive customer ratings. The catch is that it isn't any of the iconic Jeep models of the past. Instead, it's this.  

It's not a bad thing, per se, but it doesn't feel like Jeep. The Wrangler might be an icon, but it's an expensive option.

Additionally, it may lack comfort and practicality. So, what can Jeep do to stay afloat or, even better, rise from the ashes?

To answer that, we go back to an article we wrote some years ago discussing buying a used, cheap 4x4 for offroading. There, one model was our favorite option. 

Not only ours. This article explains why it's the most important unknown car in American automotive history. 

Jeep needs to revive this one without hesitation. As this review showcases, it's trying, but it still falls short, particularly in one area: simplicity.