What Grand Wagoneer Fans Think About the New Concept

The Jeep Grand Wagoneer is back. In 2021, Jeep unveiled its all-new concept alongside the classic, woodgrain-sided Wagoneer that first appeared in 1963. For decades, faithful restorers and enthusiasts have kept the original alive — and they have strong opinions about the future of this iconic nameplate.

A Nod to Heritage

When Fiat Chrysler design head Ralph Gilles introduced the 2021 Grand Wagoneer concept in Detroit, he praised the simplicity and timeless appeal of the original Wagoneer, designed by Brooks Stevens. He also recognized shops like Wagonmaster that meticulously restore and upgrade classic Grand Wagoneers.

"I didn’t see that coming," said Wagonmaster owner Chip Miller, whose shop sells restored Grand Wagoneers for around $80,000 each. "But of course, we were delighted."

Miller was equally impressed by the concept itself.

"A lot of us were concerned it would look like a souped-up Grand Cherokee," he said. "But they did a whole new design to make this thing fit into a different class altogether."

Balancing Legacy and Modern Design

Other restorers also weighed in. G.K. Kerr of Classic Gentleman, who sells mid-five-figure restored Wagoneers, expected that the new Jeep would not be retro-inspired.

"We knew it wouldn’t have chrome bumpers and woodgrain on the sides. That would have been really silly — like when they did that on the PT Cruiser."

Miller agrees that Jeep is honoring its heritage without simply copying the past:

"Back in the early ’60s, the Wagoneer updated the Willys Station Wagon into something sleeker. The new model is doing the same — it wears the name Grand Wagoneer, but it doesn’t imitate the old design."

Respecting the Nameplate

Kerr contrasted Jeep’s approach with other SUV revivals:

"Chevrolet took the Blazer name and put it on something that isn’t worthy. They diminished the model name. The reverse happened with the Grand Wagoneer — they applied it to a top-tier SUV, near the top of the domestic market."

Others, like Norbert Buscha of GrandWagoneer.com, are more critical of the new concept:

"The design direction has zero relationship to the original Grand Wagoneer. It has nothing in common with the styling cues — just a few cheap attempts to call back the original."

What Fans Love About the Original

Even with differing opinions, the Wagoneer faithful agree on what made the classic special:

Angular styling

Wood trim

Slim pillars

Broad greenhouse

360-degree visibility

These elements are difficult to reproduce today due to modern safety and regulatory requirements. However, the concept still honors the legacy by keeping the nameplate alive and desirable.

A Boost for Classic Values

Despite any design disagreements, the revival is good news for owners of vintage Grand Wagoneers.

"Jeep has truly tried to keep the history and story of the Grand Wagoneer alive," said Buscha. "They’ve done a great job honoring the legacy. I really think it will make the classics more desirable."

And for those buyers of the new model wanting a nostalgic touch, Miller has a solution:

"If you want woodgrain on yours, we have some. We can help you."

The Takeaway

The new Grand Wagoneer concept balances modern luxury with Jeep heritage, ensuring the iconic nameplate continues to thrive while keeping the classics cherished by enthusiasts.