Jeep's newest Wrangler sets up camp in Korea

Stellantis Korea Managing Director Jake Aumann speaks during a press conference for the launch of the latest New 2024 Jeep Wrangle, held in southern Seoul on Wednesday. [YONHAP]

Jeep’s revamped Wrangler SUV made its debut in Korea on Wednesday, carrying along with it expectations for a rebound in the fresh year ahead.

After a rough year last year, the Stellantis-owned carmaker kicked off the New Year in Korea with the New 2024 Wrangler, a face-lifted version of its iconic off-roader.

“The Wrangler is a living emblem of Jeep’s core values of freedom and adventure,” Stellantis Korea’s Managing Director Jake Aumann said. He made his grand entrance at the press conference driving a bright yellow 2024 Jeep Wrangler Rubicon.

The 2024 model was unveiled at the 2023 New York Auto Show as the latest update to the current fourth-generation Wrangler, which debuted in 2018.

The Wrangler is Jeep’s well-recognized flagship product, which has sold over 5 million units worldwide since the first-generation model’s debut in 1986.

While the exterior remains largely the same, the 2024 Wrangler got a redesigned seven-slat front grille, each slat thinner than before, which enables better engine cooling. The SUV is also equipped with a 12.3-inch touchscreen, the largest yet for Wranglers. Improved safety and driving assistant features make the off-road car suitable for daily driving as well, according to Jeep.

The 2.0 liter turbocharged gasoline engine generates up to 272 horsepower and 40.8 kilograms-meter of torque.

The sticker price of the revamped Wrangler starts at 69.7 million won ($53,300).

The launch was initially planned for the latter half of last year, but was delayed due to nationwide union strikes in the United States.

Weighed down by the U.S. union strikes, high interest rates and unfavorable currency situation, last year was “undoubtedly a challenging year shaped by global economic downturns,” Aumann said.

But “2024 is shaping up to be the year of significance,” the general manager said, adding that Stellantis Korea will double down on customer service enhancement and normalization of its sales operation in collaboration with local dealerships in 2024.

BY SHIN HA-NEE [shin.hanee@joongang.co.kr]