When Jeep first said it was making an electric midsize SUV, the Wagoneer S, it was a high-end model. The maker came up with the codename to try to make Wagoneer a sub-brand. The “S” in the name also stood for speed, as this smaller SUV was faster than both the Grand Wagoneer and the three-row Jeep Wagoneer. With 600 hp and a 0–60 mph time of 3.5 seconds, it was made to be the fastest Jeep SUV ever.
But a name had to be given. After a lot of study and discussion, Jeep officials came up with a list of possible names that included both new and old names. But they chose to ask people for ideas on what the global car should be called again in case a better name could be found. For the best idea, there would be a prize. The event took place in the fall of 2022, and about 80,000 entries came from all over the world. Back in May, we were told that Jeep had chosen a name and would soon let us know. Then came the crickets.
While this was going on, promotional materials, photos, and newspapers still called the smallest Wagoneer the Wagoneer S. It looked like there was little time left to choose a new name for the SUV before it went on sale this year. It is anticipated that production will begin during the second quarter.
Additional Proof in Badging
Last week, we saw another version of the midsize SUV, which is still called the Wagoneer S, that was almost ready for production. It said Jeep on the back, not Wagoneer. There was also a logo with a big S on the back quarter sides.
Lucy McLellan, who was just named Senior Vice President of Global Marketing and Communications, told us what happened. A lot of the people who entered Jeep’s name contest stuck with the Wagoneer S name because they liked it. A lot of the other ideas that the team liked weren’t possible because they were already trademarked.
In line with the rules of the competition, the prize went to the first answer that suggested keeping the Wagoneer S name.
That’s why it’s a Jeep Wagoneer S. Also, this might be the last new Wagoneer because Jeep has decided not to continue its plans to create Wagoneer as a separate brand under its new CEO, Antonio Filosa. Customers thought it was strange, and the ad got a lot of bad reviews before it didn’t catch on. So, on the back of the Wagoneer S, it now says “Jeep” instead of “Wagoneer.” Moreover, from now on, all Wagoneer cars will be called Jeeps.
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