Jeep reveals pricing for 2024 Wagoneer S starting at $70,200 and $71,995

Jeep has recently unveiled its 2024 Wagoneer S, marking the brand’s first foray into the world of full EV vehicles. The crossover comes with a price tag of $71,995, a figure that includes some typically hidden fees. However, a visit to reveals a slightly lower price of $70,200 for the same SUV. This discrepancy raises the question of whether Jeep could have initially listed the vehicle at an even lower, and potentially deceptive, price of $62,495.

One of the fees included in the advertised price of the new Wagoneer is a “destination charge,” a common line item that encompasses dealership preparation services and shipping costs. This charge has been the subject of scrutiny by federal authorities due to its tendency to inflate the final out-the-door price of vehicles. For example, the Chevrolet Tahoe may be listed at $56,200, but additional fees could push the final price as high as $58,195 for a base model. Similar hidden fees are prevalent in other full-size trucks and SUVs from manufacturers like GM, Ford, and Ram.

Notably, Jeep’s Wagoneer and Grand Wagoneer boast some of the highest destination charges in the industry, sitting at a flat $2,000 fee. The Wagoneer S’s $1,795 destination charge reflects a more standard industry practice. While Jeep may not emphasize this detail in its advertising, it does merit acknowledgment for its transparency in this regard.

Additionally, Forbes reports that Jeep’s U.S.-built EV, equipped with a locally-sourced battery, could potentially qualify for a $7,500 federal tax credit. While some automakers might choose to incorporate this credit into the listed price, Jeep refrains from doing so. This decision is commendable, considering not all EV buyers may be eligible for the tax credit based on factors such as income level and prior EV purchases.

The Federal Trade Commission has proposed regulations under the title “Combating Auto Retail Scams” (CARS) to address deceptive advertising practices within the automotive industry. One key requirement is for automakers to include fees like destination charges in the advertised price. Despite the FTC’s efforts, dealership associations have contested these new rules in court, delaying their implementation.

Overall, Jeep’s approach to pricing and transparency in the unveiling of the Wagoneer S sets a positive example in an industry often plagued by hidden fees and misleading advertising. While the battle for fair pricing practices continues in the legal system, consumers can appreciate automakers like Jeep who prioritize honesty and integrity in their sales strategies.

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