A Name That Carries Weight

The Cherokee isn’t just a badge. For nearly fifty years, it was Jeep’s bread-and-butter, a familiar sight on driveways and dirt roads alike. But by 2023, the model had all but vanished sales collapsing from 239,000 units in 2018 to just 24,600 in 2023, an 88% wipeout. Jeep walked away from the mid-size segment just as rivals like Toyota and Honda tightened their grip.

Now, the Cherokee is back. Starting around $32,000 and topping just under $45,000, the new version offers a turbocharged four-cylinder and a mild-hybrid powertrain. It’s not a revolution, but it’s a reentry and one Jeep desperately needs to stick.

Fighting in the Toughest Arena

The mid-size SUV segment is brutal. Honda CR-V, Toyota RAV4, Ford Escape, and Hyundai Tucson offer reliability, efficiency, and resale strength that Jeep has struggled to match. With no crash-test data available yet, Jeep must lean on styling and reputation until the safety scores arrive months from now.

It’s a high-wire act. Rivals will keep selling on safety while Jeep tries to sell on swagger.

A Sales Slide That Can’t Be Ignored

Jeep’s U.S. sales tell the story:

• 2018: 972,200 units
• 2019: 923,000
• 2020: 795,000
• 2021: 779,000
• 2022: 684,600
• 2023: 642,900

That’s a 44% drop in five years. The Cherokee fell hardest, but Renegade, Compass, and Wrangler also slumped. Dealers now sit on over 195 days of inventory triple what a healthy market looks like. Demand has thinned.

Recalls Erode Trust

If sales struggles weren’t enough, recalls have battered Jeep’s reputation:

• 194,000 plug-in hybrids (Wrangler 4xe, Grand Cherokee 4xe) recalled for fire risks.
• 121,398 Grand Cherokee SUVs recalled in 2025 for faulty rear headrests.
• 338,238 vehicles recalled in 2024 for suspension issues that risked loss of control.

Those numbers are more than fine print. They’re loudspeakers blaring at exactly the wrong time.

Who the Cherokee Is For And Who Should Skip It

The 2025 Cherokee may appeal to loyalists who once loved the nameplate and now want something modern, efficient, and moderately priced. It’s a logical step up for families who find the Compass too small but the Wagoneer S too pricey.

But for buyers who shop by reliability charts, crash-test scores, or long-term value, Toyota, Honda, and Ford remain safer bets at least until Jeep proves this Cherokee can back up its promise.

Why This Launch Matters

The return of the Cherokee isn’t just about sales. It’s about credibility. If the new model resonates, Jeep might begin clawing its way back from inventory overhangs, faltering consumer trust, and relentless competition.

But if it falls flat? It risks cementing Jeep’s slide from cultural icon to cautionary tale.

For now, the Cherokee is Jeep’s best shot at turning the conversation from “What went wrong?” to “What’s next?”

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