Jeep is doubling down on its strategy to re-engage buyers of its premium midsize SUV, the Grand Cherokee, by introducing a new Trailhawk trim designed for off-road performance. The announcement comes as the brand recovers from the 60th Easter Jeep Safari event in Moab, Utah, where it showcased its latest capabilities.
In an email to TheTruthAboutCars.com, Jeep officials stated,
“Today, we are excited to confirm that the Jeep Grand Cherokee Trailhawk is coming later this year.”The statement was accompanied by the first official image of the Trail Rated version of the Grand Cherokee, signaling a renewed focus on off-road capability as part of Jeep’s product identity.
Pricing Adjustments and Value Proposition
This announcement follows Jeep’s January initiative to reposition the Grand Cherokee in the market. The brand addressed longstanding criticism of high prices with its “Jeep Things” campaign, which emphasized affordability alongside its core values of adventure and capability.
For the 2025 model year, the entry-level Grand Cherokee Laredo 4x2 was priced at $37,035, excluding a $1,795 destination fee. The 2026 Grand Cherokee now starts at $38,920, with the destination charge increased to $1,995. The lineup includes two-row and three-row Grand Cherokee L variants, as well as plug-in hybrid options, reflecting a streamlined approach to trims.
Jeep’s updated pitch centers on a value proposition, highlighting a suite of new standard features and significant price reductions across its lineup. The brand’s messaging underscores its commitment to freedom, adventure, and off-road capability for a broader audience.
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