20/06/2021
CHELSEA, Mich. – Jim Morrison smiles as he hears the piercing noise of rocks scraping the undercarriage of the Jeep he’s driving.
“The most important thing for us at Jeep is to prove our capability,” he says scaling a rock hill at a proving ground for Stellantis, Jeep’s parent company. “That’s what took us a bit longer than everybody else. It had to be a true Jeep first.”
The vehicle Morrison, vice president of Jeep’s North American operations, is driving is the 2021 Grand Cherokee L. It’s a new model for the brand that’s scheduled to arrive in showrooms next week as Jeep’s first three-row vehicle in more than a decade.
By expanding the Grand Cherokee from a two-row to three-row SUV, Jeep is seeking to attract new buyers and retain current owners who previously had to leave the brand if they wanted a bigger vehicle. It’s a key growth area for the brand amid an influx of new competitors such as the well-received Kia Telluride and Hyundai Palisade SUVs.
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