The Corporate Saga Behind Jeep’s Downfall
An iconic brand mismanaged by a French-Italian-American auto conglomerate, a profit-obsessed CEO and a billionaire dynasty. And that was before Stellantis collided with Trump’s trade war.
Early in the fourth quarter of this year’s Super Bowl between the Philadelphia Eagles and the Kansas City Chiefs, 100 million viewers found themselves being soothed by Harrison Ford. From a cozy mountain lodge, mug in hand, the actor riffed on life, heroes and freedom—namely, the freedom to choose a gas-guzzler versus an electric vehicle, both of which are sold by Jeep. “Freedom is the roar of one man’s engine, and the silence of another’s,” Ford said in the two-minute TV spot as footage of World War II-era Jeeps flickered on screen, followed by two modern-day models flying into the desert. “We won’t always agree on which way to go, but our differences can be our strength.” As Ford unplugged his hybrid Wrangler and drove off into the mountains, he flashed the two-finger Jeep wave to a fellow traveler gunning his own plug-in.