Jeep's Grand Wagoneer refresh is indeed, refreshing

“Don't call it a comeback! I’ve been here for years!” These defiant LL Cool J lyrics helped launch an advertising campaign for the all-new 2026 Jeep Cherokee. And at a recent media event in Auburn Hills, that same energy was on display with the joint-introduction of the refreshed 2026 Grand Cherokee and 2026 Grand Wagoneer. It’s a pair of introductions that parent company Stellantis is determined to get right.

Ever since Jeep was acquired by Chrysler in 1987, much work has been done preserving, growing and capitalising on the brand’s cachet; indeed, one of the strongest cachets in the automotive world. Over the years, with increasing competition from all sides, keeping Jeep at the center of the SUV conversation has become more complicated. 

Today, even a brand as authentic and original as Jeep can struggle to get its voice heard in a very noisy marketplace. Flash forward to the aforementioned media event. With the launch of a refreshed Grand Cherokee and Grand Wagoneer, there was an almost palpable urgency to sharpen the brand’s message, to turn up the volume and to get back to basics. These goals were accomplished not only with bold, confident design decisions, but also with a refreshing level of self-awareness.

In a surprising moment of candor, Jeep CEO Bob Broderdorf acknowledged that the relaunch of the Wagoneer name had left some observers with more questions than answers. Where was the Jeep name on the hood, for example? Was this a Jeep, or was Wagoneer a new kind of sub-brand? What was the difference between the Wagoneer and the Grand Wagoneer? “We confused our buyers, we confused our dealers,” Broderdorf said. “I’m here to tell you we got the message. We’re fixing it.” 

Apart from the addition of a Jeep hood badge, the standalone Wagoneer nameplate is no more. “Moving forward, the lineup is consolidated under one, clear, iconic name: Jeep Grand Wagoneer,” Broderdorf continued. “This simplifies the portfolio, unifies the brand and makes the nameplate easier to understand – both for customers and dealers.” 

Considering the Jeep brand's assertion of there only being one, this course correction came across as simple, common sense to this writer and the others in attendance. Branding refinements aside, the Grand Wagoneer gets an all-new face for 2026. 

“To make the front end more aggressive, the grille and lighting is actually a couple of inches higher than on today’s vehicle, and further forward, making it much more flush with the front end,” said Vince Galante, vice president of Jeep Design. Sharp cross-car lighting encompasses the seven-slot grille, leaving no doubt that this is, in fact, a Jeep. T-shaped LED bumper lamps add to this scheme and help bring the new front-end design together. 

Dual vehicle personalities are a part of this Grand Wagoneer lineup, showcasing distinctly different performance levels. The Upland model, being the off-road Grand Wagoneer, features a more dramatic approach angle, real tow hooks, 20-inch wheels with aggressive tires, drive mode selection and a deployable roof rack. By contrast, the Summit Obsidian model represents the top of the range. It features 22-inch wheels, body colour wheel flares and a fully bespoke interior. Overall, the refreshed lineup looks crisp and rugged, yet also high-tech — ready to meet the best Navigator and Escalade have to offer.

For the 2026 Grand Cherokee, a fresh, more aggressive look is also offered. High-tech LED lighting and a new interpretation of the seven-slot grille adorn the front end. The generous lower grille shapes are as much a functional addition as they are an aesthetic choice, providing the necessary cooling for an all-new Jeep turbo engine. 

Dual personality performance levels are also explored here, with the luxurious Summit Obsidian on one hand, and the more rough-and-tumble Trailhawk on the other. Both versions feature a blacked-out greenhouse, which gives the overall vehicle a somewhat slimmer appearance.

Both the Grand Cherokee and Grand Wagoneer feature a bold trim choice for the Jeep brand, described by Galante as the 'Death of Chrome.' During vehicle development, it was discovered that the chrome plating process itself was very hazardous from an environmental standpoint. This led the Jeep colour and materials team to go a different direction, one that embraces metallic silver trim as an alternative to chrome. This approach was first seen on the Wagoneer S, and will now be used across the Jeep brand.

Both vehicle lineups will benefit from an expanded colour palette. Grand Wagoneer, in particular, has been criticised for a colour range that is too dark overall. In response, four new colours will be added, among them a handsome Steel Blue and a subtle, cool grey shade called ‘Ghost’. Grand Cherokee will be doubling its colour range over the next year; a very attractive metallic copper shade was on display for the assembled press.

Finally, all of the vehicles on display featured rich interior appointments and engaging colour choices. In particular, the Grand Wagoneer Summit Reserve trim (pictured above) stood out with a Dark Ruby Red. It’s a nice counterpoint to the more traditional, but still very attractive, camel and black combinations. Both the Grand Wagoneer and Grand Cherokee Summit trim levels featured quilted leather, a motif that readily communicates luxury and exclusivity.

Leaving the media event, one got the sense that Stellantis is keen not only to grow the Jeep brand, but to preserve its roots as well. In a marketplace that too often prioritises the flavour-of-the-moment over staying power, this well-choreographed roll out of two refreshes was, indeed, refreshing.