Bob Broderdorf attributes his ability to implement changes to the leadership provided by John Elkann and Antonio Filosa.
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In September 2024, Bob Broderdorf was appointed head of Jeep in North America. He stepped in amid plummeting sales and angry dealers disillusioned with the company's direction under Stellantis. The Stellantis board was already looking for a new company CEO at that point, but the sudden resignation of Carlos Tavares in early December came as a surprise.
We met up with Broderdorf at the 2025 Detroit Auto Show and asked him how things at Jeep have changed since then. He didn't have anything to say regarding Tavares directly, but there was no hiding the positive vibes emanating from the halls of Jeep in the weeks since the embattled CEO's departure.
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"The atmosphere is electrifying at the moment," Broderdorf stated. "The guidance provided by [John Elkann and Antonio Filosa] has been remarkable for everyone involved. Their confidence in us and the chance to implement changes is truly inspiring. They expressed, ‘we believe in you, we know you possess the skills for this, you understand our audience, and we’re granting you the autonomy to proceed.’ They've swiftly enabled us to take action."
John Elkann serves as the chairman of Stellantis and leads the executive committee that directs the operations of the automotive giant. Meanwhile, Antonio Filosa holds the position of CEO of Jeep and acts as the chief operating officer for Stellantis.
Broderdorf expressed, "I hold their leadership and the trust they place in long-standing employees like myself, who have dedicated 26 years here, in high regard. We're definitely energized and ready to go!"
Among those quick changes are big price cuts for many vehicles. The 2025 Wagoneer now starts just under $62,000 with destination included, a $3,000 drop from last year. The flagship Grand Wagoneer is down $7,000, and most Jeep Grand Cherokee trims are down at least $1,000. Broderdorf says these price cuts come without taking away any features that were previously included. Jeep also brought back the automatic transmission option for the V-6-powered Wrangler due to popular demand. And according to Broderdorf, this is just the start of more changes to come.
"It’s set to be an incredible transformation," he shared with us. "We’re planning to invest more than three billion dollars into new products. This brand is all about fun. We’re going to embrace that spirit again, focusing on adventure. We aim to create amazing products that people will take pride in."
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