In this article

STLA

STLA

Follow your favorite stocks CREATE FREE ACCOUNT

AUBURN HILLS, Mich. — Jeep is betting Americans still love a good comeback story.

It's a mantra that's reverberating through the quintessential SUV brand — from its CEO to a marketing campaign with LL Cool J — following yearslong sales and market share declines that have taken a toll on Jeep and its parent company, Stellantis .

"This isn't just a comeback. This is the Jeep brand reclaiming a segment we invented and defined," Jeep CEO Bob Broderdorf said during a recent media event.

Jeep has been in a rut this decade, despite the brand's well-known off-road capabilities that have carried it for most of the past century. It has experienced six consecutive years of U.S. sales declines amid a leade

See Full Page