Mar 10, 2021

Is the Jeep Grand Cherokee Really a Luxury SUV?


Jeep Grand Cherokee is one of the best luxury SUVs. Wait, what?

When I think of luxury SUVs, the Jeep Grand Cherokee isn't one that comes to mind in terms of being classically luxurious. That title goes to models like the classic Land Rover and Range Rover: the first SUVs I tend to picture when I think of a luxury vehicle.

But, lately, Jeep has been trying to break the Grand Cherokees into the market of luxury vehicles and I can’t stop thinking about it.

Jeep is known for its ruggedness and ability to take on military missions and the back roads with ease. If you start rebranding a Jeep, Grand Cherokee or not, as a luxurious vehicle, you’re going to risk losing your loyal followers. The whole reason I love Jeeps is the whole reason anyone would want to buy one: because of its rugged nature, especially the Wrangler. I’m not on board with the main-focus of a luxury moniker for a reason, but we’ll get to that in a second.

Should Jeep Grand Cherokee be a luxury SUV, or retain its rough-and-tumble image?

Allow me to pose the following question: what immediately comes to mind when you see a Grand Cherokee? Maybe its mean looks. Perhaps a reputation that precedes itself in the offroading community? Surely it isn’t luxury, right?

Jeep Grand Cherokee luxury SUV | Editorial credit: Volha-Hanna Kanashyts /

Editorial credit: Volha-Hanna Kanashyts /

If you take a gander at their site, it’s easy to see how the Grand Cherokee is being marketed as luxurious. Take this descriptor for example, “Grand Cherokee leads with confidence, exuding strength from every angle. It takes on the road in premium style, from the signature headlamp to the available 20-inch wheels to the modern front grille and fascia.”

All those fancy words for just saying it has a good stance and sports good-looking front-end. Pretty good in addition to the fact that, if I’m buying a Jeep, am I concentrating on what the headlamps look like or would I rather explore off-roading options and how easy it is to shift between each gear while in four-wheel drive? Well, honestly, I’ll take both.

Here’s another doozie: “There’s something for all your senses inside the updated interior of the Grand Cherokee, from the available handcrafted leather trim and exotic wood trim to the new flush-mounted display…” Is this a Jeep they’re talking about? Words can be very powerful selling tools and this is so different from what we’re used to.

Let’s compare this supposed luxury vehicle to a traditional luxury SUV. The Range Rover, for example. To start, Land Rover only exclusively offers premium and luxury sport-utility vehicles. The interior alone: “...front and rear seats featuring Comfort Interlayers, intermediate layers of foam that provide optimum comfort in all seating positions. Well-being is enhanced through optional Four-zone Climate Control and Cabin Air Ionization. The Meridian Sound System and Configurable Ambient Lighting add to the relaxed ambiance.”

That, my friends, is what we traditionally consider the best midsize luxury SUV, but could Jeep be making the traditional qualifiers make a run for their money?

Range Rover luxury SUV | Editorial credit: VanderWolf Images /

Editorial credit: VanderWolf Images /

One thing is for sure, If you see a Grand Cherokee for sale and want one, you should probably go for it. They’re fantastic vehicles and one of the best SUVs on the road. They take the Jeep reputation and amplify it exponentially, and it only seems to get better as the years pass.

It’s a rugged, take-on-the-back-roads-with-a-vengeance vehicle, with modern, luxury SUV key features in the mix. While my traditionalist views would love to see Jeep stay in off-road sector, it seems that luxury aspects will keep coming as an added bonus.

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