The electric vehicle (EV) revolution has been anything but predictable. While some automakers charge ahead with ambitious plans, others are hitting the brakes. One of the most surprising moves in recent months came from Ram, which abruptly canceled its fully electric 1500 REV pickup truck—once hailed as a cornerstone of Stellantis’s EV strategy. Now, all eyes are on Jeep, another Stellantis brand, and its upcoming Recon EV. The question looms: should Jeep follow Ram’s lead and pull the plug on its electric ambitions?
⚡ Ram’s Retreat: A Sign of the Times?
Ram’s decision to axe the 1500 REV wasn’t made in a vacuum. It followed a broader trend of waning enthusiasm for full-size battery-electric trucks in North America. Sales of competitors like the Ford F-150 Lightning, Chevrolet Silverado EV, and Tesla Cybertruck have been underwhelming, despite initial hype. Ram cited “slowing demand” as the key reason, a not-so-subtle nod to the reality that consumers aren’t flocking to EV trucks as expected.
This move sent ripples through the industry, especially within Stellantis. If Ram—a brand synonymous with rugged utility—can’t make an EV truck work, what does that mean for Jeep’s Recon?
🚙 Jeep Recon: A Risky Trail Ahead
The Jeep Recon EV is slated to arrive later this year, positioned as a Wrangler-inspired electric SUV built for adventure. It promises off-road prowess with features like Selec-Terrain traction management, e-locker axle tech, underbody protection, and aggressive tires. Plus, it offers removable doors and a one-touch power roof—classic Jeep touches designed to appeal to outdoor enthusiasts.
Under the hood (or rather, under the floor), the Recon is expected to ride on Stellantis’s STLA Large platform, with a 100.5 kWh battery and dual-motor all-wheel drive. Power outputs could range from 500 to 600 horsepower, with an estimated 300-mile range. On paper, it’s a compelling package.
But timing is everything. The Recon will launch just after the $7,500 federal EV tax credit expires on September 30, 2025. That’s a major blow, especially as EV sales are projected to dip once the incentive disappears.
📉 Wagoneer S: A Cautionary Tale
Jeep’s recent experience with the Wagoneer S EV offers a sobering preview. Despite its sleek design and solid specs, the Wagoneer S has struggled to gain traction. Sales in Q2 reached just 3,668 units, bringing the year-to-date total to 6,263—far behind rivals like the Ford Mustang Mach-E. Deep discounts were needed to move inventory, signaling weak demand.
If the Wagoneer S couldn’t capture consumer interest, can the Recon do any better?
🧭 The Brand Identity Dilemma
Jeep’s identity is deeply rooted in rugged, go-anywhere capability. Its vehicles are symbols of freedom and adventure, often associated with gasoline-powered engines and mechanical simplicity. Transitioning to electric power risks alienating loyalists who value the visceral experience of traditional off-roading.
Yet, Jeep also faces pressure to evolve. Stellantis’s Dare Forward 2030 strategy calls for 50% of its U.S. passenger car and light-duty truck sales to be electric by 2030. Jeep can’t afford to ignore the shift, even if the road ahead is rocky.
🔋 The Case for Staying the Course
Despite the challenges, there are reasons Jeep might want to stick with the Recon. First, the EV market is still maturing. Infrastructure is improving, battery technology is advancing, and younger buyers are more open to electric adventure vehicles. Jeep’s unique blend of capability and lifestyle branding could help it carve out a niche.
Second, the Recon isn’t just a standalone product—it’s part of a broader electrification roadmap. Alongside the Wagoneer S, Jeep is planning a Renegade EV and other models that could benefit from shared platforms and economies of scale.
Finally, pulling the plug now could send the wrong message. It might suggest Jeep lacks confidence in its own innovation, potentially damaging its reputation as a trailblazer.
🛑 Or Is It Time to Pivot?
On the flip side, Jeep must be pragmatic. If early indicators point to a sales disaster, it may be wiser to delay or retool the Recon. Perhaps a plug-in hybrid version—like the successful Wrangler 4xe—could bridge the gap between tradition and innovation. Jeep could also focus on smaller, more affordable EVs, following Ford’s pivot away from large electric SUVs.
🏁 Conclusion: A Crossroads for Jeep
Jeep stands at a critical juncture. The Recon EV embodies the brand’s attempt to electrify without losing its soul. But with Ram backing away from its own EV plans and the Wagoneer S struggling, the risks are real.
Should Jeep follow Ram’s lead? Maybe. But if it does, it must do so with a clear strategy—not just retreat, but recalibrate. The future of off-roading may still be electric, but only if Jeep can find a way to make it feel like freedom on four wheels.
