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Jeep Bets Gets Provocative to Sell Its Repositioned Grand Wagoneer
Jeep launches a risqué ad campaign for its 2026 Grand Wagoneer to support a major price cut and strategic repositioning of the vehicle.
Key Points
- Jeep launches a risqué ad campaign for its 2026 Grand Wagoneer to support a major price cut and strategic repositioning of the vehicle.
- The campaign supports a price slash to under $65,000, aiming to compete with mainstream family SUVs rather than just luxury models.
- The social media-first effort, starring comedian Iliza Shlesinger, was inspired by a 2023 Jalopnik article that called the SUV the "best car to have sex in."
Jeep has launched a risqué ad campaign for its 2026 Grand Wagoneer starring comedian Iliza Shlesinger. The social media-first effort leans into the SUV's unofficial title as the "best car to have sex in" to generate buzz for a major price cut and strategic repositioning of the vehicle.
From blog to boardroom: The video shows Shlesinger trying to convince a boardroom of blushing Jeep executives to embrace the SUV's sex appeal. The campaign's inspiration is lifted directly from a 2023 Jalopnik article that first bestowed the Grand Wagoneer with the unique title.
Strategy behind the sex appeal: The campaign is more than shock value; it’s the flashy marketing for a major strategic overhaul. Jeep slashed the vehicle's price to under $65,000, aiming to compete directly with mainstream family SUVs rather than just luxury ones.
The Highdive-produced spot is a calculated bet that its "fresh and unexpected approach"—a phrase from Stellantis' global CMO Olivier Francois—can spark enough curiosity to get customers to notice the Grand Wagoneer's new price and place in the market. The ad is already being dissected as a marketing "winner" by industry watchers, and it lands amid a mixed sales month for major U.S. automakers.
