S7E12 - Jeep Reset Explained: Inside the Strategy with Mauricio López Ramos
About this episode
Mauricio López Ramos, global head of Jeep brand, shares insights on Jeep Reset, a strategic initiative focused on revitalizing Jeep's lineup with new models like the Cherokee and Grand Cherokee. He highlights the brand's heritage, product simplification, and improved value through added features and price reductions. The discussion covers Jeep's approach to electrification, customer-centric design, and the balance between capability and luxury. Mauricio also reflects on his career journey from Mexico to leading Jeep globally, emphasizing the importance of innovation and customer focus in the brand's future.
In this episode we test drive the 2026 Jeep Cherokee and Grand Cherokee and sit down with Mauricio López Ramos, Global VP of Sales Operations at Jeep, who explains Jeep Reset—a back-to-basics strategy focused on discipline, leadership, and long-term brand value—and why strong leadership is critical for Jeep’s future in global markets, including Mexico.
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Jeep Cherokee
"We're in Detroit, Michigan. Yes. So we're here for a double test ride, the new Cherokee and the new Grand Cherokee."
The Jeep Cherokee is a type of SUV that can drive on rough roads and is good for many uses. It is one of Jeep's main cars and gets new updates often.
The Jeep Cherokee is a compact SUV known for its off-road capability and versatile design. It is a key model in Jeep's lineup, often updated with new technology and features.
Jeep Grand Cherokee
"...a double test ride, the new Cherokee and the new Grand Cherokee. But I also been hearing a lot about the Jeep Res..."
The Jeep Grand Cherokee is a popular SUV that can drive well both on regular roads and rough terrain. People like it because it’s comfortable inside and has lots of modern features. It’s often talked about when new versions come out or when comparing SUVs.
The Jeep Grand Cherokee is a midsize SUV known for its blend of off-road capability and upscale features. It is significant as a flagship model for Jeep, often praised for its comfortable ride and advanced technology. It might be discussed in the context of new model updates or comparisons with other SUVs like the Cherokee.
Jeep Reset
"But I also been hearing a lot about the Jeep Reset and not only the name, the concept and you're going to explain all that, but there's a lot behind it."
Jeep Reset is a plan Jeep has to make its cars better and more modern. It includes new designs and ideas to make Jeep more exciting and friendly to the environment.
The Jeep Reset is a strategic initiative by Jeep to refresh and redefine its brand and product lineup. It involves new vehicle designs, technologies, and a focus on sustainability and customer experience.
four by four
"Back in Q4 of last year, we announced something that we call four by four. It was called four by four for obvious reasons. We're a Jeep, but playing with that on the concept of revealing four vehicles in four months."
"Four by four" means a car that can send power to all four wheels, helping it drive better on rough or slippery roads. Here, it also means Jeep showed four new cars in four months.
"Four by four" refers to four-wheel drive vehicles where power is sent to all four wheels for better traction, especially off-road. In this context, it also refers to Jeep's marketing campaign revealing four vehicles in four months.
Jeep Cherokee SJ
"the Cherokee, as we know, invented the modern SUV. We launched it in 1974 with the Cherokee SJ."
The Jeep Cherokee SJ is an early SUV from 1974 that helped create the type of car called an SUV, which is bigger and can go off-road.
The Jeep Cherokee SJ is a model launched in 1974 and is credited with inventing the modern SUV segment. It set the foundation for SUVs as we know them today.
SUV
"the Cherokee, as we know, invented the modern SUV. We launched it in 1974 with the Cherokee SJ. And the modern SUV and the first time that the word SUV was used was when we launched the Cherokee XJ in 1984."
SUV means Sport Utility Vehicle. It's a kind of car that can drive on normal roads and rough places, and it can carry people and stuff comfortably.
SUV stands for Sport Utility Vehicle, a type of vehicle designed for both on-road and off-road use, combining passenger comfort with rugged capability.
Jeep Cherokee XJ
"the first time that the word SUV was used was when we launched the Cherokee XJ in 1984."
The Jeep Cherokee XJ is a smaller SUV from 1984 and was the first time the word SUV was used for a car like this.
The Jeep Cherokee XJ, launched in 1984, was the first vehicle to use the term SUV officially. It was a compact SUV that popularized the segment further.
MCA (Mid-sized Collection)
"We actually changed. MCA stands for? For mid-sized collection. Yeah, for sure. I apologize for that. And this MCA, this mid-sized collection, does a lot of things for grand wagon year."
MCA means Mid-sized Collection. It is a way Jeep groups some of their medium-sized cars together to make things easier to understand.
MCA stands for Mid-sized Collection, a term used to describe a category or grouping of mid-sized vehicles, possibly for marketing or organizational purposes within Jeep's lineup.
Jeep Grand Wagoneer
"we did the wagon year, now the grand wagon year MCA. We actually changed. MCA stands for? For mid-sized collection. Yeah, for sure. I apologize for that. And this MCA, this mid-sized collection, does a lot of things for grand wagon year. First of all, if you remember when we brought back the grand wagon year, we had a wagon year and a grand wagon year. And we had a series one, two, three, and a grand wagon year series one, two, three."
The Jeep Grand Wagoneer is a big, fancy SUV that Jeep makes. It has been made in different versions over the years and is one of their top models.
The Jeep Grand Wagoneer is a full-size luxury SUV known for its classic styling and premium features. It has had multiple series versions and is a flagship model for Jeep.
Eagle Summit
"...es, right now we are in the top of the line, the summit. So yes, the leather, all the appointments in the..."
The Eagle Summit was a small, simple car made a long time ago. The 'Summit' version was nicer inside with things like leather seats. People might talk about it when remembering older cars.
The Eagle Summit was a compact car produced in the 1990s, known for being an affordable and practical vehicle. The 'Summit' trim typically referred to a higher-end version with leather and upgraded features. It might be discussed in a nostalgic or historical context.
turbo engine
"...a brand new engine. So this is a four-cylinder turbo engine. It's our Huracan 4 that delivers 324 horsepower..."
A turbo engine has a device called a turbocharger that pushes extra air into the engine, helping it make more power. This means the car can go faster and sometimes use less gas.
A turbo engine uses a turbocharger to force more air into the combustion chamber, increasing power output without significantly increasing engine size. This technology improves performance and can also enhance fuel efficiency compared to naturally aspirated engines.
Lamborghini Huracan
"...So this is a four-cylinder turbo engine. It's our Huracan 4 that delivers 324 horsepower, while still givi..."
The Lamborghini Huracan is a very fast and fancy sports car that looks amazing and is built for speed. Usually, it has a big engine with many cylinders, so mentioning a small four-cylinder engine is surprising. People talk about it because it’s a dream car for many.
The Lamborghini Huracan is a high-performance supercar known for its powerful V10 engine and striking design. The mention of a four-cylinder turbo variant is unusual, possibly referring to a different model or a mistake, as the Huracan traditionally uses a V10. It is often discussed for its speed, luxury, and exotic appeal.
Chevrolet Malibu
"...there was. I just drove it here in the Canyons in Malibu. This is not a sports car, for sure. It's a big ..."
The Chevrolet Malibu is a medium-sized car that’s good for everyday driving and is very comfortable inside. It’s not made to be very fast or sporty, but it’s a reliable car for families or people who drive a lot.
The Chevrolet Malibu is a midsize sedan that focuses on comfort and practicality rather than sporty performance. It is commonly used as a family or commuter car and is noted for its smooth ride and spacious interior. It might be mentioned in contrast to sportier or more rugged vehicles.
air suspension
"...engine, like the power it delivers, the air suspension in it and everything, the handling."
Air suspension is a system in some cars that uses air-filled bags instead of regular springs. This helps the car ride more smoothly and can change how high the car sits.
Air suspension is a type of vehicle suspension that uses air springs instead of traditional steel springs. It provides a smoother ride and can adjust the vehicle's height for better handling and comfort.
Audi B6
"...I want my B6 or my B8, these technologies really, really revolutionary, right? Yes, absolutely it is."
The Audi B6 is a version of the Audi A4 car made between 2000 and 2006. It has better technology and performance compared to earlier models.
The Audi B6 refers to the second generation of the Audi A4, produced from 2000 to 2006. It introduced various technological improvements over its predecessor, including advancements in engine performance and suspension.
horsepower
"...So it delivers 10% more horsepower and 20% more fuel economy."
Horsepower tells you how powerful a car's engine is. More horsepower usually means the car can go faster or pull heavier loads.
Horsepower is a unit of measurement that indicates the power output of an engine. It helps describe how strong or fast a vehicle's engine is.
fuel economy
"...So it delivers 10% more horsepower and 20% more fuel economy."
Fuel economy means how far a car can go using a certain amount of gas. A car with good fuel economy uses less gas to drive the same distance.
Fuel economy measures how efficiently a vehicle uses fuel, often expressed in miles per gallon (MPG) or liters per 100 kilometers. Better fuel economy means the car can travel farther on less fuel.
trail-rated
"...which is our first trail-rated electric vehicle."
Trail-rated means a car is tested to be good at driving off-road, like on dirt or rocky paths. It shows the car can handle tough conditions.
Trail-rated is a certification used by some manufacturers to indicate that a vehicle has passed tests for off-road capability, including traction, ground clearance, maneuverability, articulation, and water fording.
Jeep Grand Cherokee Limited
"Like for instance, having a 20-inch wheels on a Grand Cherokee Limited. In the past,"
The Jeep Grand Cherokee Limited is a type of SUV that is comfortable and can drive off-road. It has nicer features inside than the basic version.
The Jeep Grand Cherokee Limited is a mid- to full-size SUV known for combining off-road capability with luxury features. The Limited trim typically includes upgraded interior materials and technology compared to base models.
20-inch wheels
"Like for instance, having a 20-inch wheels on a Grand Cherokee Limited."
20-inch wheels mean the round metal parts your tires sit on are 20 inches wide across. Bigger wheels can look nicer and change how the car feels to drive.
20-inch wheels refer to the diameter of the wheels on a vehicle, which affects the ride quality, handling, and appearance.
Jeep Grand Cherokee Summit
"We grabbed this car to your point, the Summit, and we took it down $3,000."
The Jeep Grand Cherokee Summit is a fancy version of the Grand Cherokee SUV with extra comfort and technology.
The Jeep Grand Cherokee Summit is a higher-end trim of the Grand Cherokee, offering premium luxury features, advanced technology, and enhanced comfort compared to other trims.
Jeep Wrangler
"...it, and we took it down $3,000. In the case of a Wrangler, of course, every customer that buys a Wrangler ..."
The Jeep Wrangler is a tough SUV that’s great for driving on rough paths and trails. Many people like it because you can change how it looks and works. It’s often talked about when people discuss how much it costs or special offers.
The Jeep Wrangler is an iconic off-road SUV known for its rugged design and exceptional off-road performance. It has a strong enthusiast following and is often discussed for its customization options and durability. Pricing and deals, such as discounts, are common topics among buyers.
LED headlamps
"So Alter Entire is no cost. LED headlamps, no cost."
LED headlamps are bright lights on the front of a car that use special bulbs that save energy and last longer.
LED headlamps use light-emitting diodes to provide brighter, more energy-efficient lighting compared to traditional halogen bulbs.
MSRP
"We'd reduce our base MSRP's, we'd reduce our option MSRP's,"
MSRP is the price the car company thinks the car should sell for before any deals or discounts.
MSRP stands for Manufacturer's Suggested Retail Price, which is the price a carmaker recommends dealers charge for a vehicle before discounts or incentives.
Sky One Touch
"For instance, talking again about Wrangler and Gladiator, our Sky One Touch, so to open the"
Sky One Touch is a button in some Jeep models that lets you open or close the roof easily without taking it off by hand.
Sky One Touch is a feature on Jeep Wrangler and Gladiator models that allows the driver to open or close the vehicle's roof panels with a single button press.
Jeep Gladiator
"For instance, talking again about Wrangler and Gladiator, our Sky One Touch, so to open the"
The Jeep Gladiator is a pickup truck that can drive off-road like a Jeep Wrangler but also carries cargo in the back.
The Jeep Gladiator is a midsize pickup truck based on the Wrangler platform, combining off-road capability with truck utility.
Jeep Wrangler Rubicon
""...all the way to $750 on a Rubicon. So it's massive decreases in price.""
The Jeep Rubicon is a version of the Jeep that is really good for driving off-road, like on rough trails or dirt roads. It has special parts that help it handle tough terrain better.
The Jeep Rubicon is a trim level of the Jeep Wrangler known for its enhanced off-road capabilities, including features like locking differentials, disconnecting sway bars, and heavy-duty axles.
off-road capability
""...everybody wants more fun, everybody wants more off-road capability," "
Off-road capability means how well a vehicle can drive on dirt, rocks, mud, or other rough places where normal cars might get stuck.
Off-road capability refers to a vehicle's ability to handle rough, uneven, or unpaved surfaces, often including features like four-wheel drive, higher ground clearance, and rugged tires.
Dodge Charger
"... with the Recon, the electric one, the Dodge, the Charger, which is part of the Stalantis group, and the W..."
The Dodge Charger is a big car that’s known for being fast and strong. It comes in different versions, including one that uses electricity instead of gas. People talk about it because it mixes old muscle car style with new technology.
The Dodge Charger is a full-size sedan known for its powerful engine options and muscle car heritage. It is part of the Stellantis group and has recently expanded to include electric variants like the Charger Recon. It’s often discussed for its performance and modern updates.
freedom of choice
"So you have different options for everybody. Correct. So that's another huge shift in philosophy for Stalantis and we call it freedom of choice. And that's exactly what you're describing. Same"
Freedom of choice means you can pick the kind of car you want, like one that uses gas, one that uses electricity, or one that uses both.
Freedom of choice in the automotive context refers to offering customers multiple powertrain options such as gasoline, hybrid, or electric, allowing buyers to select what best fits their needs and preferences.
electric vehicle
"So you have a charger that you can get as an electric vehicle or a car of the year."
An electric vehicle is a car that runs on electricity instead of gas, using big batteries to move.
An electric vehicle (EV) is a car powered entirely or primarily by electric motors using energy stored in batteries, rather than by a traditional internal combustion engine.
Jeep Recon
"...so with 600 plus horsepower. And then you have a Recon that it's a completely, it's not going to be fun...."
The Jeep Recon is a new electric SUV that’s made for driving on rough trails without using gas. It’s very powerful and shows how Jeep is making electric cars that can go off-road. People talk about it because it’s a new kind of Jeep.
The Jeep Recon is an upcoming all-electric off-road SUV designed to combine Jeep’s legendary off-road capability with modern electric powertrains. It is expected to deliver over 600 horsepower and represents Jeep’s move into electric vehicles. It’s often discussed in the context of future EV off-roaders.
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