Today we reach the concluding entries in the Wagoneer series. We’ve run through the entire history of the Wagoneer name: From its introduction in 1963 as a new type of midsize utility wagon from Kaiser-Jeep, to its current usage on a behemoth of a full-size luxury SUV and a temporarily cancelled compact EV CUV. For our final two installments, we’ll cover the available sales data and pricing information for all the Wagoneer and Grand Wagoneer variants: SJ, XJ, ZJ, WS, and the STLA Large.
The sales and pricing data for the original SJ Wagoneer is a bit spotty until well into the AMC era. As a niche product from a small manufacturer, it seems nobody sought to maintain data on Wagoneer sales at Kaiser-Jeep. But what we do have from those early years is some pricing information. The Wagoneer was never an inexpensive vehicle.
At introduction in 1963, the all-new Wagoneer asked around $3,332 ($36,731 adj.) for four-wheel drive models. However, with two different body styles and a bevy of expensive options like the independent front suspension, automatic transmission, and other accessories the MSRP could reach $4,479 ($49,375 adj.). Pricing escalated over time due to natural inflation, and the addition of ever more expensive trim and options packages.
The first luxury foray for the SJ was the Super Wagoneer, produced from 1966 to 1969. The first utility wagon advertised as a luxury vehicle, the Super Wagoneer asked almost double the price of the base model and in 1966 was a lofty $5,978 ($62,998 adj.). Though Super Wagoneer was ultimately a slow seller given the asking price, more equipment was continually added to the base Wagoneer. In 1970 the base model was priced at $4,284 ($37,980 adj.).
By 1975 the base price of the Wagoneer had risen to $6,013 ($38,677 adj.). Inflation during the Seventies meant the first five-figure Wagoneer arrived by 1980, where a standard model was $10,000 ($43,074 adj.) and the upmarket Wagoneer Limited with its wood paneling was $17,000 ($73,227 adj.). In 1984 the newly renamed Grand Wagoneer was $19,000 ($62,486 adj.), slightly less expensive as it became the only version on offer.
After the arrival of the Grand Wagoneer, the SJ remained mostly in stasis. Small improvements were made, colors were swapped, but the Grand Wagoneer was the only model on offer. By 1988 under Chrysler’s ownership, it reached its final and most refined iteration to carry it through discontinuation in 1991. Pricing was increased to reflect the improvements: Consumers in 1990 paid $27,795 ($73,114 adj.) for the pleasure of owning the wood-clad SUV.
The first SJ Wagoneer sales figures available are from 1974. That year saw the return of the two-door Wagoneer body as the Jeep Cherokee, and allowed the Wagoneer to start its climb upmarket. In base and Custom trims, 13,746 Wagoneers were sold. The following year sales climbed to 16,708.
Base and Custom models continued for two more years, in 1976 and 1977. In 1976, sales increased to 21,912, and remained about the same in 1977 at 20,298. In 1978, AMC banished the Custom trim in favor of the newly broughamed Wagoneer Limited. It was what customers wanted, and sales increased immediately to 28,871 examples.
The year 1979 was a last-of moment for the Wagoneer, as the model experienced another successful year at 27,437 sales. However, 1980 was a very difficult year, as the 1979 oil crisis occurred and nearly eliminated consumers’ desire for large and thirsty vehicles. Sales would never fully recover after this point for the SJ, and in 1980 tumbled to just 10,481.
AMC attempted to help sales rebound with the introduction of a mid-tier Wagoneer called the Brougham. It didn’t move the needle much, and sales in 1981 totaled 13,741. The following year things were a bit better at 18,709 sold. In 1983 as the Wagoneer crossed two decades on sale, 18,478 rolled out of the factory.
The Grand Wagoneer continued on sale as it aged out of relevance (and compliance). Sales increased to 20,019 with the new naming scheme and color updates in 1984. In 1985 sales began another decline to 17,814 vehicles. The following year in ‘86, 17,254 were sold.
In 1987, the Wagoner was officially manufactured by Chrysler Corp., as AMC headed to closure. 14,265 were sold, and Chrysler set about making some quality improvements to Grand Wagoneer. Sales held steady in 1988 at 14,117. The writing was on the wall for the ancient SJ, and in 1989 sales fell to 10,159.
Rolling into 1990 with its '60s roots, the Grand Wagoneer had two years left on the market. Sales slumped to 6,449 as current owners held onto their vehicles and potential buyers chose more modern luxury options. In its final year of 1991, 4,253 Grand Wagoneers were produced, all in Final Edition guise.
In our next and final installment, we’ll wrap up this series with the other Wagoneers, and review their pricing and sales figure information. Long before the idea of sub-brands within an automaker’s lineup was a thing, Jeep had three different Wagoneers on offer to tempt customers away from their SJ. It just didn’t work too well.
[Images: sellers, Stellantis]
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