Jeep’s been looking to find ways to draw buyers back to its Grand Cherokee premium midsize SUV, and after offering a new pricing structure in January, it’s now striking at the heart of Jeep’s core customer — off-roaders — by offering a Trailhawk model.
The company offered a bit of a tease today, hoping to build on the 60th Easter Jeep Safari that just concluded out in Moab, Utah.
“Today, we are excited to confirm that the Jeep Grand Cherokee Trailhawk is coming later this year,” brand officials said in an email to TheTruthAboutCars.com. Attached was a first look at the Trail Rated version of the Grand Cherokee. The move is part of its new product blitz with valued Jeep content, capability, and more, as a reflection of the brand’s purpose-built identity, officials noted.
In January, Jeep launched a marketing campaigned designed to put the Grand Cherokee back on buyers’ radars by addressing a major criticism of Jeep products in recent years: they’re expensive! With its “Jeep Things” campaign, the company looked to reinforce the push to lower starting prices for Grand Cherokee models that took place in 2025.
The lowest-priced 2025 Grand Cherokee — the Laredo 4×2 — was priced at $37,035 before the $1,795 destination fee. For 2026, the Grand Cherokee begins at $38,920 with the destination charge now at $1,995. It’s available as a two-row, three-row Grand Cherokee L and plug-in hybrid propulsion options as the brand simplifies the trim lineup.
The company’s new pitch is one of a value proposition, as it’s offering “a suite of new standard features that customers want most and significant price reductions across its lineup, the exhilarating new campaign reminds everyone that freedom, adventure and off-road capability are there for all.”
[Images: Jeep]
