For a brand that needed something fresh and different, Jeep has done well to have introduced the subcompact Renegade to its lineup. Not only did it impress during its first year in the market, it gave Jeep a stronger foothold on foreign markets by being the top-selling model outside the US in 2015.
People who opt for the Renegade are often first time Jeep buyers, according to CEO Mike Manley when speaking to Kelley Blue Book (KBB).
The Jeep boss also mentioned that the small crossover, like the Grand Wagoneer, appealed to folks more because of styling than capability. This applies particularly to the terrain-focused Trailhawk model.
Unsurprisingly, it attracts buyers 3 years younger than Jeep’s demographic. As such, the most important next step for the Renegade is going electric, because as per findings of a study from True Car last year, most EV buyers are young folks who are looking for a good bargain.
Seeing that the Patriot is leaving the lineup, the Renegade will be the brand’s most affordable option. For young bargain hunters, it would catch the eye before the Wrangler or the Cherokee does so making it Jeep’s first electrified vehicle makes sense – the people who would typically buy EVs would be more interested in the Renegade before the others in automaker’s roster.
Manley in his interview with KBB also spoke about the importance of EVs for the brand in the future, and his words implied urgency to get there soon. And when it reaches, the Renegade would be the ideal first candidate for perhaps a hybrid variant.