Electric Cars

Driving Value: Jeep's New Strategy for the Open Road and Beyond

Jeep's Financial Maneuver: Making Room in the Budget Amidst Fierce Competition

The Jeep Wrangler experienced an 11% sales growth in 2025, yet its main rival, the Ford Bronco, significantly narrowed the sales disparity compared to the previous year. In response to this evolving market landscape, Stellantis appears to be implementing a pricing strategy designed to sustain the Wrangler's market presence. Reports indicate that the four-door Wrangler Sport S now has a starting price of $42,495, inclusive of destination fees, marking a $1,350 reduction from the prior model year. This new price point positions the Wrangler Sport S slightly below the Bronco Big Bend, which is priced at $42,990.

Revising the Offerings: Enhancing Value Through Option Sheet Adjustments

In addition to adjusting base prices, Jeep has also made specific option packages more accessible. A bundled package featuring LED lighting, all-terrain tires, and heated steering wheel and seats is now available for $5,000, a significant drop from its previous price of $9,400. Furthermore, the Sky Slider, a power-operated canvas roof designed for open-air off-road adventures, now costs just $995, a substantial decrease from its original price of approximately $4,000. Bob Broderdorf, Jeep's CEO, stated that these pricing changes are intended to reaffirm the brand's core identity and appeal to its customer base. He emphasized that these adjustments are about "giving back to the customer the things that make Jeep Jeep."

A Commitment to Accessibility: Jeep's Strategic Focus on Affordability

Jeep's decision to lower prices appears to be a timely strategy, especially considering that the average transaction price for new vehicles in the United States has reached approximately $50,000. It remains to be seen whether this revised approach will solidify the Wrangler's market position and effectively counter the Bronco's increasing momentum. In 2024, Jeep sold 151,163 Wranglers, a figure that rose to 167,322 units in 2025. The model also saw a 3% sales increase in the fourth quarter of 2025, even as many other automakers reported declines. Conversely, the Ford Bronco's sales increased from 109,172 units in 2024 to 146,007 units the following year. Looking ahead, the Wrangler and Grand Cherokee will no longer offer Stellantis' 4xe plug-in hybrid powertrain. Meanwhile, Jeep continues to compete in various SUV segments with the 2026 Grand Cherokee and 2026 Cherokee, both of which have begun dealer shipments this year with updated powertrains. The Cherokee, for instance, now features a new 1.6-liter turbocharged hybrid engine, boasting an estimated driving range of up to 500 miles.

The 2026 Mazda CX-5 has arrived, showcasing a redesigned aesthetic, an updated paint palette, and an array of new features. Despite these enhancements, it remarkably maintains an accessible price point, solidifying its position as a highly competitive option within the compact SUV market, even as a new generation rolls out.

2026 Mazda CX-5: Competitive Pricing and Features Revealed

The latest iteration of the Mazda CX-5, the 2026 model, carries a starting price of $31,485, which includes the mandatory destination charge of $1,495. This figure represents a modest increase of $940 compared to its predecessor, the 2025 model, which began at $30,545. Both prices apply to the foundational 2.5S trim, which largely retains its characteristics in the new model year. The 2026 CX-5 is also priced closely to its sibling, the CX-50, with a minimal $90 difference, as the 2026 CX-50 starts at $31,395, including destination fees.

The pricing structure for the entire 2026 CX-5 lineup, including destination, is as follows:

• Mazda CX-5 2.5S: $31,485
• Mazda CX-5 2.5S Select: $33,485
• Mazda CX-5 2.5S Preferred: $35,745
• Mazda CX-5 2.5S Premium: $38,395
• Mazda CX-5 2.5S Premium Plus: $40,485

For these prices, consumers receive a compact SUV that is 4.5 inches longer than the previous year's model, offering expanded cargo capacity and enhanced passenger comfort. Under the hood, the familiar 2.5-liter four-cylinder engine continues to deliver 187 horsepower and 185 pound-feet of torque. Mazda has indicated plans for a hybrid variant, but for now, the gasoline engine remains the standard offering. While a comprehensive options list is yet to be released, premium paint finishes such as Aero Gray, Polymetal Gray, Rhodium White, Soul Red Crystal, and Machine Gray will incur an additional cost of $595.

In comparison to its direct competitors, the 2026 CX-5 stands out for its affordability. It is priced lower than several key rivals, including the new Toyota RAV4 ($33,350), the refreshed Volkswagen Tiguan ($32,840), the popular Honda CR-V ($32,370), and even the Ford Escape ($31,845). However, it is not the most inexpensive option in its class, with the Kia Sportage taking that title at $30,285 for its 2026 model. Other older compact SUVs that remain more affordable than the CX-5 this year include the Dodge Hornet ($30,490), Nissan Rogue ($30,585), Chevrolet Equinox ($30,795), and Hyundai Tucson ($30,800).

The introduction of the 2026 Mazda CX-5 with its competitive pricing and thoughtful enhancements presents a compelling proposition for consumers in the compact SUV segment. The brand's commitment to delivering value alongside an improved driving experience and design is commendable. As the market evolves, the anticipation for the hybrid version's arrival is high, promising to further challenge established competitors and offer a more environmentally conscious option. This strategic move by Mazda could cement the CX-5's reputation as a smart and stylish choice for discerning buyers.