It's called "Wagoneer Client Services." Fancy.
With the new 2022 Jeep Grand Wagoneer, FCA's rugged off-road brand is looking to court a new sort of demographic: the affluent, city-dwelling sort. Before the concept even broke cover, Jeep had said that it would deliver Cadillac Escalade levels of luxury, and the SUV brand appears to have made good on that promise, gracing its Grand Wagoneer concept with customizable ambient lighting, an abundance of digital displays, 23-speaker audio, and a fine, leather-draped interior that Audi might be jealous of.
That context is important if we're to make sense of the latest Jeep Wagoneer development: Jeep's parent, Fiat Chrysler Automobiles, has filed for a trademark on the name "Wagoneer Client Services."
The trademark filing refers specifically to "a customer loyalty program which provides vehicle owner support, vehicle maintenance, access to events and contests, merchandise discounts, vehicle rental and trip interruption coverage to customers after the purchase of an authorized motor vehicle." It sounds remarkably similar to the ownership experience Ford's Lincoln luxury brand has tried to cultivate, offering customers exclusive perks and convenient services to try and appeal to a certain well-heeled clientele.
Jeep has picked up on something they like about that business model, it seems, and if the Jeep Wagoneer and Grand Wagoneer are going to find any success poaching customers away from the likes of Cadillac, Audi, and Land Rover, they'll need an ace up their sleeve.
Both the Wagoneer and the Grand Wagoneer are slated to land in showrooms sometime next year, reviving a nameplate Jeep hasn't used in more than a quarter-century. Both models will ride on a version of the Ram 1500's light-duty truck frame, and the same powertrain options - incorporating a 3.6-liter Pentastar V6, 5.7-liter Hemi V8, and 3.0-liter EcoDiesel V6 - are expected to be on offer. Pricing will start around $60,000 before options, surpassing $100,000 for the most opulent, well-equipped models.