People hate the new Grand Wagoneer. Here's why they're both right and wrong.

"Mike Farber" (mikefarber) 09/13/2020 at 18:20 • Filed to: jeep, grand wagoneer, opinion, column

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Last week, Jeep finally unveiled their new Grand Wagoneer concept. I could personally remember when the news broke that FCA confirmed the Wagoneer’s return and all the renderings of what it would look like that followed. Years of anticipation led to this. What I was expecting from enthusiasts was a reaction similar to that of the new Ford Bronco, chock-full of almost reverent praise. And I know how Jeep loyalists tend to get. The Wrangler, Grand Cherokee, even the lethargic Compass collectively second only to Tesla in how much of a cult-like following they can garner. Misdirection, however, is the best form of humor, and if I didn’t get a good laugh out of assuming incorrectly that the new Grand Wagoneer would be all the rage. Like a wave crashing over the one or two flabbergasted fanboys looking at the concept in awe, the remainder of the reaction was one big groan.

In the comments section of the Instagram post revealing the truck, people got creative with their displeasure. Some reactions include: “So it’s a Durango?” “What in the Kia Soul is this?” and a mountain of “Where’s the wood?” From what I can gather, these are the voices of those who had been waiting on the edges of their seats for years on end for the cover to be slipped off of this thing. They had waited all this time, all for something that looks to be just another three-row crossover SUV (even though it is indeed body-on-frame like its predecessor of 30 years’ past). Granted, it was a gaping chasm in Jeep’s lineup, at least ever since the ill-fated plastic-fantastic Commander fell victim to the late 2000's automotive crisis. So from that perspective, they’re right to be mad, and there are many other reasons as to why that is. But there are just as many reasons as to why those people should also just grow up and accept this sign of the times; that this is but a revival of a nameplate, not the wood-paneled wagon people have come to reminisce.

To some: It’s a shadow of its former self.

The Grand Wagoneer was once a symbol of American countryside luxury, providing a plush, elegant off-roader to take you to your mid-century modern log cabin complete with a fireplace and sunken living room. Around the same time across the pond, the original Range Rover served a similar purpose. But just like the Range’s fate, the new Wagoneer seems to come off to fans as another posh, foo-foo SUV that’ll clog up Nordstrom parking lots rather than tackle rough terrains. Sitting on glitzy chrome wheels the size of a first-grader and coming with features like climate-controlled massaging front seats, ambient lighting, and a four-wheel-drive system that can be adjusted with just the push of a touch-sensitive button, if it were ever to take on mother nature, it’ll do so with four men at each corner carrying it to your campsite as if it were a sedan chair.

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If you look at the high-street high-rollers of today, such as the Cadillac Escalade, Lincoln Navigator, Mercedes G-Wagen, and aforementioned Range Rover, they all fit the very criteria the Grand Wagoneer Concept does. They are all body-on-frame trucks, albeit decked out with gaudy brightwork and Nappa leather, with rugged histories. Sure, the Escalade and Navigator were created via committee to appease to the wine mom target market, but they are both based on the same platforms used on some of America’s most widely trusted work trucks. The G-Wagen was originally intended as a military vehicle, for crying out loud. Now the weapon you’re most likely to find in one of those is the driver’s knife-sharp acrylic nails. Looking at the original Grand Wagoneer, remaining examples are now being driven by yuppie hipsters yearning to give off a ‘woodsy’ aesthetic on your Instagram feed. The cars, themselves, haven’t changed, with technology if at all. This converging image they give off can be blamed on consumer behavior. What constitutes ‘luxury’ has changed over the years, but what determines that is what the customer believes constitutes ‘luxury.’ That’s what truly has changed.

To some: It’s too futuristic.

I’m guilty of this one. Why do automakers feel this urge to make anything and everything a screen? I understand digital gauges and big infotainment screens. But making the dashboard a screen seems to be reaching a bit. Audi and, again, Land Rover are the worst offenders here. Jeep hasn’t dared to go this route, not ever. In fact, most of their lineup hasn’t really changed since they came out with the Compass that replaced its decade-old predecessor. So when such advanced gimmickry as this made its way to the Grand Wagoneer, I didn’t know whether to be impressed or appalled. I then saw the screen, which cemented my feeling of repulsion towards the whole thing, on the passenger side. Does the passenger get bored so easily that they’ll need a screen of their own there to entertain them, or does FCA feel the need to put one there to further realize its Tron fantasies? Just after thinking this, I remembered that Ferrari, also an FCA entity, had been doing this with the supercars they’ve been coming out with lately: the Roma, the 812 Superfast, the lot. Maybe Jeep sees this feature crossing over to their lineup as a way to move upmarket? Whatever the reason, it’s unnecessary in the Ferraris, and it’s unnecessary here.

In reality: Relax. It’s a concept.

Jeep makes this clear. We can’t be sure that any of this will make it to production. Although the car itself seems pretty production-ready, who’s to say that the Laredo or Sport trim won’t have a screen on the passenger side of the dash or that the center stack will be a traditional button layout? Jaguar Land Rover has done something similar, in which lower trim levels could be had with a downgraded dashboard with hard buttons, while more expensive offerings would have a full screen. FCA might go in that direction. Again, though, who’s to say? All this is up in the air; none of it can be confirmed absolutely. After all, this is just a concept. At ease, soldier.

All of that aside, however, there are cars with such features already in production. Hordes of people flock to order Teslas, in which the interior is just one big screen and a steering wheel. I mentioned earlier how it’s surprising for Jeep to have adopted this kind of technology, given how behind-the-curve the rest of their lineup is. Some might argue that what is featured in this concept car may pale in comparison to some models already being sold. This is the future of the automotive industry whether we like it or not. The least we can do is accept it.

To some: No wood, no buy.

Now, to the most controversial reason for the Wagoneer’s flak. The fake wood slab on either side of the truck is no more. As such, people are pissed. Tacky it may be, but this design queue from the era of American excess became this thing’s identifier. When a legend has its second coming (or even a third) like the Volkswagen Beetle, what made it famous in the first place should be retained. For the Beetle, it was its bulbous silhouette. From when it was first introduced in the days of Hitler to when Oprah gave everyone in her studio audience a new 2012 model, each entrance it had into the market, it kept its shape. Similarly, when the Fiat Panda was reintroduced in 2004, it stayed boxy. For Jeep, each Wrangler it reveals keeps the same orientation it’s always had. So they should have no trouble reintroducing the wood trim that makes the old Grand Wagoneer so recognizable.

In reality: It’s tacky. Get over it.

The PT Cruiser killed the woody. There, I said it. The car that is so widely panned by so many people for its novelty looks made wood paneling suffer the same fate. In the 21st. century, wood paneling is but a novelty. There could be ways to make it less so, like making it teak like the Rolls-Royce Phantom Drophead managed to do with its folding roof cover. But with FCA being the way it is at the moment, with Chrysler having only a minivan and a full-size sedan, both dying segments, in its lineup, there’s little chance Jeep will be taking such risks. Like I said before, blame consumer behavior for this one. People are just more accustomed to single-tone sheet metal, and that’s okay. Remember how Toyota did away with two-tone paint jobs and gold badging years ago, and no one batted an eyelid. I’m sure the same will take place here eventually.

That being said, on the earlier topic of uncertainty, there’s no knowing whether Jeep will make wood paneling an à la carte option, dealer accessory, or factory appearance package. It’s all possible. Again, this is a pre-production concept. Don’t sweat it.

So in conclusion...

Everyone’s a critic. Jeep, like all companies (except Nissan, it seems), has a suggestion box. They’re all ears. That’s why the Gladiator exists, and why the Wrangler now costs $50k. Sure, FCA may seem like an international conglomerate of automotive stagnation, but as evidenced by the way they made the new Grand Wagoneer, they have their eyes kept on their target consumer. We can’t always have exactly what we want, but the next best thing will be within anyone’s reach soon enough.

I like cars: Jim Spanfeller is one ugly motherfucker > Mike Farber 09/13/2020 at 18:30

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Faux wood is a faux pas. IMO the reason the SJ’s wood trim was so popular was that it broke up the monotony of the gigantic side of the truck. What’s another great way to do this? Behold, an SJ that actually looks good:

Two tone. Bring back two tone.

(Seriously though. Anybody good with photoshop? I’d love to see what a similar scheme would look like on the concept.)

Who is the Leader - 404 / Blog No Longer Available > Mike Farber 09/13/2020 at 18:33

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You forgot the top shot of the Wagoneer . These new leaked photos of what is supposedly the production model look a little better. Just a bit more hinting at its body on frame underpinn ings, which is what the concept didn’t do so well. 

BrianGriffin thinks “reliable” is just a state of mind > Mike Farber 09/13/2020 at 18:34

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Hyundai / Kia have shown that you can make a SUV that looks like a squished sea creature and still sell the snot out of it. The looks won’t matter quite so much as long as it’s good and is priced well.

Is it priced well? No.

Is it good? Only time will tell.

In fact, FCA probably could have been more futurely aggressive with the styling. Right now it just looks like a Compass on ‘roids. 

RallyDarkstrike - Fan of 2-cyl FIATs, Eastern Bloc & Kei cars > Mike Farber 09/13/2020 at 18:35

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I do like it, but I want to like it more....but to me it sortof doesn’t look like they tried very hard, it kindof just reminds me of them taking the existing Grand Cherokee and growing it in width and length....even the styling isn’t that much different...

412GTI > Mike Farber 09/13/2020 at 18:44

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Good write up. Full disclosure, I work for Jeep and we’re very excited for this product. People are really fixated on the past Wagoneer and rightfully so, but as you point out this modern version is true to what the original was.

Styling wasn’t exactly what I was expecting but I think it will be an agreeable look for most consumers in this price class. Would wood be cool? Maybe? But let’s be real, that was never likely to make it on a 2021 MY vehicle. But hey, it’s FCA so maybe we’ll make a special “Woody” edition after a few years on the market. 

Just Jeepin' > Mike Farber 09/13/2020 at 18:45

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Unveiled ye sterday? Might want to update that.

Anyway, for anyone curious about the Oppo reaction, see my general  recap from last Tuesday evening.

https://oppositelock.kinja.com/a-recap-once-no-promises-1844991892

arl > RallyDarkstrike - Fan of 2-cyl FIATs, Eastern Bloc & Kei cars 09/13/2020 at 21:33

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Exactly what I thought. It’s a Embiggened GC. Meh

Mike Farber > Just Jeepin' 09/14/2020 at 12:25

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I began writing that the day after it was unveiled and totally forgot to edit accordingly, my bad! It’s done.