Going It Alone: One-brand-only Jeep Dealers Grow in Numbers

Steph Willems
by Steph Willems

Slowly but surely, a phenomenon is spreading across the United States: standalone Jeep dealerships, as well as Fiat Chrysler dealers with Jeep showrooms.

Located where the buying public is most receptive, these types of stores could play a larger role in the brand’s future, especially as Jeep prepares to add three new models to its lineup next year.

Such retailers are often given free reign to construct a store in their mind’s eye, and at considerable expense, all with FCA’s blessing. As Automotive News reports, the effort can pay off. Jeep Only, a dealership in Las Vegas, sells 100 Jeeps last month, despite the city’s hard-hit status arising from the pandemic. An associated full-line FCA dealer across the street saw half as much Jeep volume last year, in non-COVID times.

Co-owner John Grant said the mood and decor is different at his store, which opened in March — and even the dress.

“In the standalone store, these people are fun, they wear blue jeans, they wear T-shirts, they are definitely in the upper-income model. It is amazing what people will do and what they spend personalizing these vehicles,” Grant said. “You would almost say it’s insane.”

He added that an en enthusiastic global Jeep boss Christian Meunier visited the store before its grand opening. The idea is one he encourages.

A dealer that sells exclusively Jeeps implies to the customer that the people inside know their stuff. Mike Downey, vice president of Fort Collins Jeep in Colorado, said as much. “It just sends a message that we’re all about Jeep — we’re into Jeeps, just like the customers are,” he said. “I think it gives them a little more confidence in us.”

Between 2016 and 2018, a dozen standalone Jeep stores opened in the U.S., with two more coming online last year. In total, FCA says 59 dealerships are either standalone Jeep stores or feature a dedicated Jeep showroom. The latter option is the cheaper one, and it could prove increasingly popular as the brand continues to grow. Next year, Jeep plans to start production on an unnamed, three-row model related to the next-generation Grand Cherokee, with the Wagoneer and pinnacle Grand Wagoneer arriving to secure Jeep’s place in the full-size, body-on-frame SUV segment.

After adding a Gladiator pickup variant to the Wrangler family last year, Jeep’s Jeepiest model is set to gain a plug-in hybrid variant, as well as a potential V8 model. These, plus the brand’s Renegade, Compass, and Cherokee, makes for a crowded get-together at a full-line dealer. Going it alone allows the models room to breathe and an opportunity to shine.

[Image: Fiat Chrysler Automobiles]

Steph Willems
Steph Willems

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  • Eggsalad Eggsalad on Aug 19, 2020

    The FCA US organization is entirely dependent on 2 brands - RAM and Jeep. FIAT is in its death throes, Alfa never was, Chrysler sells a minivan and a sedan that's over a decade old, and Dodge sells a handful of models, most of which are also a decade old.

    • See 1 previous
    • Flipper35 Flipper35 on Aug 20, 2020

      The Dodge models all sell pretty well. The Durango had a refresh not long ago and the Charger/Challenger platform has evolved quite a bit from the DC era.

  • JLGOLDEN JLGOLDEN on Aug 20, 2020

    Image is a strong driver of consumer interest, enthusiasm, and sales. There is some magical resonance hovering around the Jeep brand, despite some models being of mixed heritage. Not everyone is comfortable with a brutish and capable Wrangler for the daily commute. Hell, if needed, FCA could graft a few Jeep styling cues and logos onto a Pacifica, add chunky tires and wheels, and this would be all the "JEEP" that a Mama needs. Ride the wave of popularity with minimal investment.

  • L&L I have a 2004 Xb right now the odometer reads 265,000 miles no mayor issues ,pay 14,500 . you don't need complaints about this lunch box the best .
  • Jeanbaptiste 2022 Tesla model 3 performance ~35000 miles tires - ~$1000ish. Several cabin filters ~$50
  • El scotto No rag-top, no rag-top(s) = not a prestigious car brand. Think it through. All of the high-end Germans and Lexus have rag-tops. Corvette is really its own brand.World-leading engines. AMG, M, S and well Lexus is third-world tough. GM makes one of the best V-8s in the world in Bowling Green. But nooooo, noooo, we're GM only Corvettes get Corvette engines. Balderdash! I say. Put Corvette engines in the top-tier Cadillacs. I know GM could make a world-class 3.5 liter V-6 but they don't or won't. In the interior everything that gets touched, including your butt, has to feel good. No exceptions.Some think that those who pay above MSRP and brag about it are idiots. Go the opposite direction, and offer an extended 10-year 100,000-mile factory warranty. At a reasonable price. That's Acura's current business model.
  • Carrera 2014 Toyota Corolla with 192,000 miles bought new. Oil changes every 5,000 miles, 1 coolant flush, and a bunch of air filters and in cabin air filters, and wipers. On my 4th set of tires.Original brake pads ( manual transmission), original spark plugs. Nothing else...it's a Toyota. Did most of oil changes either free at Toyota or myself. Also 3 batteries.2022 Acura TLX A-Spec AWD 13,000 miles now but bought new.Two oil changes...2006 Hyundai Elantra gifted from a colleague with 318,000 when I got it, and 335,000 now. It needed some TLC. A set of cheap Chinese tires ($275), AC compressor, evaporator, expansion valve package ( $290) , two TYC headlights $120, one battery ( $95), two oil changes, air filters, Denso alternator ( $185), coolant, and labor for AC job ( $200).
  • Mike-NB2 This is a mostly uninformed vote, but I'll go with the Mazda 3 too.I haven't driven a new Civic, so I can't say anything about it, but two weeks ago I had a 2023 Corolla as a rental. While I can understand why so many people buy these, I was surprised at how bad the CVT is. Many rentals I've driven have a CVT and while I know it has one and can tell, they aren't usually too bad. I'd never own a car with a CVT, but I can live with one as a rental. But the Corolla's CVT was terrible. It was like it screamed "CVT!" the whole time. On the highway with cruise control on, I could feel it adjusting to track the set speed. Passing on the highway (two-lane) was risky. The engine isn't under-powered, but the CVT makes it seem that way.A minor complaint is about the steering. It's waaaay over-assisted. At low speeds, it's like a 70s LTD with one-finger effort. Maybe that's deliberate though, given the Corolla's demographic.
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