“Jeep’s Naming Journey: The Evolution of Wagoneer S to Jeep Wagoneer S”
When Jeep initially unveiled plans for a high-end midsize electric SUV, it went by the temporary moniker of the Wagoneer S. This designation was chosen as part of Jeep’s endeavor to establish Wagoneer as a distinct sub-brand, with the ‘S’ denoting its emphasis on speed, promising a quicker performance compared to the larger three-row Jeep Wagoneer or Grand Wagoneer. Boasting 600 horsepower and a remarkable 0-60 mph acceleration of 3.5 seconds, it aimed to claim the title of the fastest Jeep SUV ever.
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However, a permanent name was needed. Jeep executives had compiled a roster of potential names, encompassing both fresh ideas and nostalgic picks, which underwent thorough evaluation and discussion. Despite their efforts, they decided to extend the search to the public, inviting suggestions for the new global vehicle’s name and offering a prize for the winning entry. This call for submissions, initiated in the autumn of 2022, garnered approximately 80,000 responses worldwide. By May, Jeep had supposedly settled on a name, yet details remained scarce.
Amidst the anticipation, updates and promotional material continued to refer to the compact SUV as the Wagoneer S. With its impending release in the same year, the window for finalizing the new name before production commenced in the second quarter appeared to be closing rapidly.
Recent sightings of a nearly finished version of the midsize SUV still bore the designation Wagoneer S, though the branding on the rear had transitioned to Jeep, signifying a departure from the Wagoneer name. Notably, the rear quarter panels featured a prominent ‘S’ logo.
Upon inquiry to Lucy McLellan, the newly appointed senior vice president of global marketing and communications, it was revealed that feedback from the naming contest overwhelmingly favored retaining the Wagoneer S name. Additionally, many of the alternative suggestions favored by the team were unavailable due to trademark constraints.
In adherence to the contest’s ethos, the prize was awarded to the individual who initially proposed retaining the Wagoneer S name. Thus, Jeep Wagoneer S became the definitive choice. This decision also marks a potential conclusion to the utilization of the Wagoneer name in future vehicle releases, as Jeep’s recent decision to discontinue efforts to establish Wagoneer as a standalone sub-brand under the leadership of new Jeep Brand CEO Antonio Filosa rendered the strategy ineffective and confusing to consumers. Consequently, the Wagoneer S now proudly displays “Jeep” across its rear, signaling a unified branding approach for all members of the Wagoneer family moving forward.
