The Jeep® brand has launched its marketing campaign for the all-new Wagoneer S, the company’s first global battery-electric vehicle (BEV) set to hit U.S. dealerships in January 2025. The campaign, titled “Beautiful Things Can Still Get Dirty,” highlights the balance of luxury and off-road capability that the Wagoneer S delivers. The campaign will debut with a 30-second spot during Netflix’s Christmas Day football games and will also include a 60-second extended version on YouTube.
Key Highlights
- Impressive performance: The Jeep Wagoneer S boasts 600 horsepower, 617 lb.-ft. of torque, and a lightning-fast 0-60 mph time of 3.4 seconds. It offers up to 300 miles of range on a single charge.
- Innovative technology: Features the Jeep-exclusive Selec-Terrain traction management system with five drive modes—Auto, Sport, Eco, Snow, and Sand—and a segment-exclusive McIntosh 19-speaker, 1,200-watt premium entertainment system.
- Stylish design: Incorporates aerodynamic elements, a reimagined seven-slot illuminated grille, and elegant black accents. The interior includes 45 inches of total display screens, heated and ventilated seats, and a dual-pane panoramic sunroof.
- EV-friendly perks: Includes the choice of a 48-amp Level 2 home charger or $600 public charging credits. A Level 3 charging station can provide 20-80% charge in just 23 minutes.
- Competitive pricing: Starting U.S. MSRP is $71,995 (including $1,795 destination fee), and it qualifies for Inflation Reduction Act EV credits.
Jeep’s Chief Marketing Officer, Raj Register, emphasized how the campaign underscores the Wagoneer S’s unique ability to combine beauty with off-road capability. “The Jeep Wagoneer S will turn heads both on the road and off, in a way that only the Jeep brand can do,” Register stated.
Bob Broderdorf, Senior Vice President of Jeep North America, highlighted that the Wagoneer S is more than just a luxury vehicle—it embodies Jeep’s spirit of adventure and ruggedness. “Jeep vehicles, even one as stunning as the Wagoneer S, look even better when they’re muddy. That’s where they belong,” he said.
The Jeep Wagoneer S is set to transform the off-road luxury SUV market. As the company’s first BEV, it showcases Jeep’s commitment to innovation, electrification, and its legendary off-road heritage. The vehicle will be available through Jeep EV-certified dealers in the U.S. and Canada starting January 2025, with additional support from dealers investing in EV infrastructure and specialized training.
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