Was the Jeep Wrangler 4xe 2021’s third Highest-Promoting EV within the US? – EVAdoption

Was the Jeep Wrangler 4xe 2021’s third Highest-Promoting EV within the US? – EVAdoption


Solely accessible within the US starting in Q2 of 2021, the hot-selling Jeep Wrangler 4xe plug-in hybrid electrical automobile (PHEV) was apparently the top-selling PHEV within the US final yr.

I say apparently as a PR individual with Stellantis, the guardian firm of Jeep, said the next to me in a January 18 electronic mail:

I can let you know that it’s true, we had been one of the best promoting plug-in hybrid SUV final yr within the US.  Sorry, nonetheless, we don’t escape these gross sales numbers; that’s the identical as once we communicated with each other, over 2nd-quarter gross sales final yr (the autos’ 1st quarter of gross sales).

— Rick Deneau, Stellantis

So we don’t know the precise gross sales determine for the Wrangler 4xe, but when Stellantis’ declare is right, then it had 2021 gross sales of someplace round 28,000. I’m estimating 28,000 as an government with a number one auto analyst agency confirmed to me privately that their registration estimates for 2021 put the RAV4 Prime and Wrangler 4xe as a toss up.

I can’t let you know our precise quantity but when they beat RAV it was very slender. Flip a coin.

— Auto Business Analyst

On high of the dearth of transparency round 2021 gross sales for the Wrangler 4xe, we don’t really know precisely when the PHEV mannequin was accessible for gross sales within the US. The Stellantis Q2 2021 gross sales press launch supplies zero readability: “Because the full launch of the Wrangler 4xe earlier this yr, it shortly turned the No. 1 best-selling plug-in hybrid within the market.”

However the Q1 (April 1, 2021) press launch mentions it as: “…and the all-new 2021 Wrangler 4xe plug-in hybrid arriving in dealerships quickly.” So my guess is that maybe a number of hundred arrived at dealerships in April, however that 1000’s of models started arriving at dealerships in Could.

Toyota, which does publish gross sales of its PHEV fashions, reported that the RAV4 Prime — which is the PHEV model of the quantity 4-selling automobile within the US since since 2017 — had 2021 gross sales of 27,707 models. And whereas Tesla doesn’t report its US automobile gross sales (which it calls “deliveries”), we now have excessive confidence that the Mannequin Y and Mannequin 3 had 2021 gross sales within the 160,000 to 190,000 and 120,000 to 150,000 vary respectively.

Once I shared the RAV4 Prime gross sales variety of 27,707 with Stellantis I couldn’t pry out a quantity for the 4xe, so we are left to both settle for or reject the declare. As somebody who began my profession in PR and spent greater than 30 years in advertising and advertising communications — I’m merely adamant that any public declare of “high promoting,” “the biggest,” one of the best,” and comparable declarations have to be backed by proof. Particularly at the moment of client distrust of firms, transparency is of utmost significance.

Whereas it’s common for OEMs to NOT report gross sales of its fashions by powertrain — together with PHEVs and in some instances BEVs just like the Kia Niro and Hyundai Kona — each Toyota (RAV4 Prime and Prius Prime) and Mitsubishi (Outlander PHEV) do publish gross sales of their PHEVs.

So, we do know the gross sales numbers for a lot of the top-selling EVs and a powerful sense of the 2 top-selling Tesla fashions. However, whereas Stellantis has repeatedly claimed the Wrangler 4xe is the “finest promoting plug-in hybrid SUV,” the corporate refuses to truly report the gross sales figures for the 4xe that would supply proof of its declare.

There aren’t any authorized or monetary reporting necessities that will compel Stellantis to publish the precise gross sales numbers for the Wrangler 4xe, nonetheless, doing so would really present credibility and proof of its “finest promoting” declare. The truth is, if the Wrangler 4xe really did outsell the RAV4 Prime in solely 9+ months in the marketplace in 2021, it’s a fairly important accomplishment and EV information story.

As a substitute, the information and declare has been relegated to Stellantis government quotes in commerce articles and is mostly flying under the radar of many within the auto business — and maybe extra importantly the bigger potential PHEV-buying client market. From the place I sit, a brand new PHEV from Jeep outselling the Toyota RAV4 Prime is definitely fairly spectacular. And assuming it’s true, Stellantis ought to share the gross sales numbers, and shout from the mountain tops and market that the Wrangler 4xe is the “quantity 1-selling PHEV” within the US.

Stellantis, nonetheless, appears to disagree and is simply going to stay by its coverage of not publishing gross sales by powertrain. And if that’s the selection and determination — that’s superb. Simply don’t make a public declare with out offering proof to again it up.

What do you assume? Am I being too laborious on Stellantis or do you agree {that a} declare equivalent to “finest promoting” requires some type of proof for it to have any credibility?

Why Is the Wrangler 4xe Promoting So Nicely?

Placing my frustration with a scarcity of transparency from Stellantis aide, the Wrangler 4xe’s robust gross sales additionally portends effectively for near-term gross sales of different PHEVs within the US together with the Jeep Grand Cherokee 4xe which is anticipated to reach at US sellers in early 2022.

If we pro-rate the 28,000 unit estimated 2021 Wrangler 4xe gross sales (utilizing the 8-month interval of Could- December) out over 12 months, Jeep’s fashionable Wrangler PHEV might and will attain gross sales in 2022 of round 42,000 or extra. And relying on the amount of RAV4 Primes that Toyota imports to US sellers from Japan, we might see a battle brewing for PHEV supremacy between Jeep and Toyota.

In line with an business supply the Wrangler historically has a reasonably low share of its prospects selecting to lease over shopping for. However my idea — which I can’t show — is that the very aggressive month-to-month beginning lease fee mixed with the 21 miles of electrical vary are contributing considerably to the success of the 4xe. Whenever you evaluate the $52,530 MSRP of the bottom 4xe to the $29,725 of the bottom Limitless Sport, the $15 monthly greater lease fee looks as if an enormous discount.


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September 2022