The Jeep brand, known for its rugged American SUVs, has faced a decline in sales for eight consecutive quarters, slipping from sixth to ninth place among top U.S. brands. This decline came as Jeep expanded into new vehicle categories, including luxury SUVs and pickup-truck versions of its popular models. The company faced tougher competition in its core markets, such as compact and midsize SUVs, with other automakers offering new options in those categories. Stellantis CEO, Carlos Tavares, expressed concern over Jeep's market-share slide and vowed to reverse it. The average price surge of Jeep over the past three years, driven by tight inventories during the pandemic and higher-priced models, has led to a sales slowdown, impacting customers who have been priced out of the market. New entrants in the market, such as the relaunched Ford Bronco, have challenged Jeep's status as an off-roading brand. The Bronco's popularity has grown, and it attracted a significant number of Wrangler owners as trade-ins.