Jeep Cherokee Defies Critics to Lead Brand’s US Sales
A year after its US launch, the fifth-generation Jeep Cherokee has become the brand’s best-seller, drawing new buyers despite early scepticism about its design.
Jeep’s decision to overhaul the Cherokee’s styling and move away from its traditional boxy look has paid off in the US market. A year after the fifth-generation model arrived in showrooms, the Cherokee has become the brand’s top-selling vehicle in September 2014, outpacing more established nameplates and proving that the controversial design shift appealed to a broader audience than diehard enthusiasts.
The Cherokee’s US launch was delayed by issues with its new nine-speed automatic transmission, but that setback did little to dampen demand once the car reached dealers in October 2013. Over the following year, Jeep sold approximately 154,000 units in the US, averaging more than 14,200 sales per month. By September 2014, the Cherokee had overtaken other models in Jeep’s range to claim the top spot for monthly sales in its home market.
The model’s success is not limited to the US. Global sales reached 167,211 units through September 2014, with strong interest reported in overseas markets. The Cherokee’s performance has also shifted the brand’s position in the competitive midsize SUV and crossover segment, where it now accounts for roughly 10% of US sales, according to Kelley Blue Book data. In the first nine months of 2014, US sales for the Cherokee stood at 128,133 units, placing it third in the segment behind the Chevrolet Equinox and Jeep Grand Cherokee.
Design gamble brings new buyers
Jeep’s radical redesign for the Cherokee, including a sleeker profile and a departure from the brand’s signature grille, drew criticism from traditionalists. Yet the sales results suggest the move succeeded in attracting buyers who might not have previously considered a Jeep. The company reported a high rate of conquest sales, pulling customers from both domestic rivals and import brands.
The Cherokee’s momentum has also been helped by the growing popularity of crossovers and midsize SUVs in the US. With its new design and updated technology, the model positioned Jeep to compete more directly with segment leaders. The sales figures underline how a calculated risk on design and engineering can translate into commercial success, even in a market as tradition-bound as Jeep’s.
Segment performance and future prospects
In the first nine months of 2014, the Cherokee trailed only the Chevrolet Equinox and Jeep Grand Cherokee in the US midsize SUV and crossover segment. The Grand Cherokee, a more traditional offering, posted 136,310 sales compared to the Cherokee’s 128,133. The Equinox led with 184,805 units. Despite the Cherokee’s late start and unconventional styling, it quickly closed the gap with its stablemate and established competitors.
- Chevrolet Equinox: 184,805 units (Jan–Sep 2014)
- Jeep Grand Cherokee: 136,310 units (Jan–Sep 2014)
- Jeep Cherokee: 128,133 units (Jan–Sep 2014)
Jeep’s willingness to depart from its design roots with the Cherokee set a new direction for the brand’s SUV strategy. The sales data from its first year suggest that the risk was justified, with the model not only winning over new buyers but also strengthening Jeep’s position in a crowded segment. For further details on the Cherokee’s European launch, see New Jeep Cherokee Launches in Europe from €34,800.
