Stellantis Cancels Electrified Jeep Gladiator Plans
One year after announcing intentions to launch a plug-in hybrid Jeep Gladiator 4xe in North America by the end of 2025, Stellantis has officially scrapped the plan. The automaker informed TechCrunch via email that the electrified Gladiator will no longer be part of Jeep’s lineup as it reconsiders its product strategy in response to shifting customer preferences. “The Jeep Gladiator carries its rugged styling and authentic design into 2026 while adding incredible new content straight from the factory,” Stellantis stated. “It will continue to serve as the industry’s only open-air pickup truck, combining legendary Jeep 4×4 capability with exceptional everyday versatility.” The company emphasized that evolving customer preferences for battery-electric trucks are driving the reassessment. Instead of an electrified Gladiator, Jeep will focus on enhancing the conventional model with more factory features, customization options, and additional powertrains.
Ram Electric Pickup Development Also Halted
This decision comes shortly after Stellantis announced it would discontinue development of a battery-electric full-size pickup under its Ram brand. The Ram BEV pickup was a key element of Stellantis’ U.S. strategy to introduce more than 25 new battery-electric vehicles by 2030. Stellantis cited weak demand for full-size battery-electric trucks as the primary reason for this strategic pivot. Instead, the company plans to develop an extended-range truck featuring a combination of battery power and a gasoline generator, promising an estimated range of 690 miles.
Broader Industry Trends Prompt EV Strategy Revisions
Stellantis is not alone in revising its electric vehicle plans. Major automakers including Ford, General Motors, Mercedes-Benz, and Volkswagen Group have all announced significant investments in EVs only to later adjust strategies amid softer demand and market saturation, particularly in the luxury electric vehicle segment. Additional factors influencing these changes include the approaching expiration of the U.S. federal EV tax credit and shifting consumer priorities toward more affordable electric vehicles, which typically yield slimmer profit margins for manufacturers. For example, newcomer Slate is developing a minimalist electric pickup priced under $30,000. Ford has delayed launches of multiple next-generation EVs, including a full-size electric pickup, to concentrate efforts on smaller, more accessible models. In August, Ford announced a $2 billion investment to retool its Louisville Assembly Plant for producing affordable EVs, starting with a mid-sized pickup slated for 2027 and priced around $30,000.
Jeep Gladiator’s Path Forward
Despite abandoning electrification plans, the Jeep Gladiator remains a vital model for Stellantis. The brand is reinvesting in the Gladiator’s growth by introducing more customer-requested features and expanding powertrain options to maintain its market position as a unique open-air pickup with legendary off-road capabilities. This approach reflects a pragmatic response to evolving market realities, balancing innovation with consumer demand and profitability considerations.
About the Author
Kirsten Korosec is a seasoned transportation editor at TechCrunch with over a decade covering electric vehicles, autonomous systems, and mobility technologies. She is co-host of the Equity and The Autonocast podcasts and has contributed to Fortune, The Verge, Bloomberg, and MIT Technology Review. Contact: kirsten.korosec@techcrunch.com | Signal: kkorosec.07
FinOracleAI — Market View
Stellantis’ decision to cancel the electrified Jeep Gladiator and pivot away from a battery-electric Ram pickup highlights the challenges automakers face in the evolving EV market. Shifting consumer preferences, especially in the full-size pickup segment, and economic factors such as the federal EV tax credit expiration are prompting strategic recalibrations.
- Opportunities: Focus on extended-range technology could address range anxiety and appeal to traditional truck buyers.
- Reinvestment in proven models like the Gladiator ensures brand loyalty and steady revenue streams.
- Shifting resources toward affordable EVs aligns with broader market demand and expands potential customer base.
- Potential to innovate in hybrid powertrains may differentiate Stellantis in a competitive landscape.
- Risks: Delaying full battery-electric trucks could cede market share to competitors aggressively pursuing BEV pickups.
- Extended-range models still rely on fossil fuels, potentially conflicting with long-term sustainability goals.
- Lower margins on affordable EVs could pressure profitability and investment capacity.
- Market volatility and changing regulations may necessitate further strategic shifts.
Impact: Stellantis’ pragmatic pivot reflects adaptive strategy in a volatile EV market, balancing innovation with consumer demand and operational viability.
