Ford’s reveal of the re-imagined and long-anticipated Bronco made a big splash, and the Blue Oval’s competitors took notice. Jeep hopes its revival of the Jeep Wagoneer will inspire similarly nostalgic responses.
Jeep attempted to steal Ford’s thunder with an announcement of its own, just before the big Bronco unveiling. But the news of a new V8-powered Wrangler wasn’t enough to grab the spotlight from the Bronco’s reincarnation.
Now, Jeep is taking a page out of the Bronco’s book. The company teased the logo for its brand-new Wagoneer model on its Twitter account.
Although revival of the nostalgic Wagoneer name has been in Jeep’s plans for a while, the new publicity photos shared by Jeep show that it’s closer to becoming a reality.
The teaser images showed some chrome block letters reading “NEER” and an American flag, along with what appears to be the ignition button that will be used in the Wagoneer.
Jeep fans will recognize the Wagoneer nameplate as a throwback to the venerable full-size sport utility vehicle that roamed America’s roads from the ’60s to the early ’90s. In contrast with the Jeep CJ, which was known for its rugged off-road ability, the Wagoneer was the proto-SUV: a stylish family hauler more at home on the interstate than the trail.
The Wagoneer is often associated with its pseudo-wood paneling and its embrace of station wagon-esque aesthetics.
The modern Wagoneer, meanwhile, is expected to fill the same niche in Jeep’s modern lineup. In an era dominated with SUVs, Jeep lacks a true full-size SUV option. The Wagoneer will address that absence, with Jeep positioning it as competition for the large luxury SUV market that includes the Lincoln Navigator and the Cadillac Escalade. The first Wagoneers will start rolling off the line in 2021.
We’ll keep watching for future Wagoneer news as Jeep ramps up promotion. As far as American automakers leaning on nostalgia to sell cars, it couldn’t be worse than the Blazer, right?