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Jeep eyes U.S. comeback following yearslong sales troubles

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Jeep eyes U.S. comeback following yearslong sales troubles


2025 Jeep Cherokee SUV

Stellantis

AUBURN HILLS, Mich. — Jeep is betting Americans still love a good comeback story.

It’s a mantra that’s reverberating through the quintessential SUV brand — from its CEO to a marketing campaign with LL Cool J — following yearslong sales and market share declines that have taken a toll on Jeep and its parent company, Stellantis.

“This isn’t just a comeback. This is the Jeep brand reclaiming a segment we invented and defined,” Jeep CEO Bob Broderdorf said during a recent media event.

Jeep has been in a rut this decade, despite the brand’s well-known off-road capabilities that have carried it for most of the past century. It has experienced six consecutive years of U.S. sales declines amid a leadership carousel, dearth of new products and a failed premium pricing strategy to boost profits.

But now, the coveted SUV brand has realigned pricing across its lineup, scored its best quarterly sales gain in more than two years and is in the midst of its largest mainstream product blitz this decade.

“We’re going to grow, grow and grow,” Broderdorf told CNBC sitting in a redesigned 2026 Jeep Grand Wagoneer at the company’s design dome in suburban Detroit. “That’s the mission. And do it in a healthy way.”

Then-head of Jeep North America Bob Broderdorf speaks during the Stellantis press conference at the AutoMobility LA 2024 auto show at the Los Angeles Convention Center on November 21, 2024.

Etienne Laurent | AFP | Getty Images

The redesigned Grand Wagoneer is symbolic of the brand’s troubles and comeback attempt. It was Jeep’s foray into luxury — topping $111,000 fully loaded in 2021 — that was relatively overpriced and overcomplicated compared with its peers and experienced several production and quality issues.

The redesigned model lineup is less expensive, simpler and better positioned against other large American SUVs rather than foreign competitors such as Land Rover. Its production issues also have eased.

“We confused our buyers. We confused our dealers,” Broderdorf said at the media event. “I’m here to tell you we got the message. We’re fixing it.”

But some things take longer than others to fix in the automotive world. The brand’s sales remain significantly lower than expectations, and Jeep’s overall quality problems remain a work in progress after the realignment of its vehicles and pricing strategy.

“This is one of the areas that needs to improve. We have been improving, but proof is in the pudding,” Broderdorf told CNBC.

Among 32 major automotive brands, Jeep ranked last in Consumer Reports’ annual grading last year that includes a combination of road test scores, safety ratings, and predicted reliability and owner satisfaction data.

Most recently, the brand announced a recall of more than 320,000 plug-in hybrid Wrangler and Jeep Grand Cherokee models due to a risk of fire. The company filed a recall late last month with the National Highway Traffic Safety Administration, but no remedy has been released.

The company told CNBC a solution is expected in December involving a software update to the high-voltage battery pack control module of the vehicles to improve diagnostic capability for early detection of internal battery damage.

Jeep Recon

The recall comes at an inopportune time, as Jeep launches a Wrangler-inspired, all-electric SUV called the Recon. The vehicle will be revealed this week ahead of the Los Angeles Auto Show after first debuting as a concept vehicle in 2021.

The Recon was initially hailed as key to the Jeep brand’s future, with executives saying it would help the company become a leader in all-electric vehicle sales, including a prior plan for the brand to achieve 50% EV sales in the U.S. by 2030.

Electric Jeep Recon SUV.

Jeep

But expectations have diminished as Stellantis appointed a new CEO and demand for EVs slowed amid regulatory changes, including the end of up to $7,500 in federal incentives in September to purchase a plug-in electric vehicle.

Broderdorf said the end of federal incentives is expected to impact sales across the industry, including with the Recon, but the new SUV functions as an EV “bookend” alongside the sportier Wagoneer S for the Jeep brand’s electric portfolio.

“I’m not going to just chase volume just to chase volume,” he said during a recent media call. “I want to sell cars in the right way. Everybody who wants a [battery-electric vehicle], Recon, I want to make sure that we’re there for them. After that, it doesn’t really matter to me.”

The Recon is being produced at Stellantis’ Toluca Assembly Plant in Mexico alongside the Wagoneer S, Jeep Compass and the new Jeep Cherokee, which is being offered exclusively as a hybrid vehicle.

Broderdorf, who started leading the brand in February, said the plant can easily adjust to produce the higher-volume Compass and Cherokee depending on demand for EVs. Both gas-powered vehicles also are expected to be manufactured in the U.S. in the coming years for additional flexibility.

Several automakers reported major declines in their EV sales in October following the end of the federal incentives as well as the Trump administration eliminating fuel economy and emissions fines, which EVs helped offset.

Electric Jeep Recon SUV

Jeep

Jeep has released few details about the Recon other than it will be a “brother” to the Wrangler — Jeep’s iconic, off-road and open-air SUV. Jeep previously touted a smaller concept version of the vehicle achieving 0-60 mph in roughly two seconds.

The Recon is the last of four new vehicles Jeep is revealing in four months. It started with the crucial new Cherokee SUV, followed by updated versions of the Jeep Grand Cherokee and Grand Wagoneer.

Before the Jeep Wagoneer S last year and upcoming Recon, Jeep was focusing on electrified sales of plug-in hybrid electric versions of its Wrangler and Grand Cherokee rather than all-electric vehicles.

American comeback?

Part of Jeep’s “comeback” has included an aggressive push in new marketing and advertising campaigns that have included actor and musician LL Cool J and a raunchy ad campaign featuring comedian Iliza Shlesinger for the Jeep Grand Wagoneer.

The campaigns, led since June by Jeep’s new vice president of marketing and communications, Wendy Orthman, are consistent with Broderdorf’s comeback mantra, including featuring LL Cool J’s “Mama Said Knock You Out.”

“Don’t call it a comeback. I been here for years,” the iconic rapper and actor says in the song featured in the ad campaign, calling Jeep “the original influencer.”

The marketing and advertising efforts help, but the most important thing for the company remains new products, specifically the Jeep Cherokee that competes in the highly popular compact/midsize SUV markets, industry watchers said.

“They’re still trying to fix things, getting the pricing right, getting the product right,” said Stephanie Brinley, associate director in AutoIntelligence at S&P Global Mobility. “But there’s a lot of potential, especially with the Cherokee coming back. There’s a lot still coming on in the pipeline, and I think it’ll position them in a good space.”

The company axed a prior version of the Cherokee as well as a smaller SUV called the Renegade amid profit pressures under former CEO Carlos Tavares in 2023.

Jeep’s sales through the third quarter of this year were up less than 0.5% compared with a year earlier. Jeep’s U.S. market share has fallen from 5.4% in 2019 to 3.7% since 2024, according to Cox Automotive.

Jeep’s been dealing with a spiraling sales decline that started after the brand reached an all-time high of more than 973,000 SUVs sold in 2018. The brand’s sales have fallen 40% since then to less than 590,000 units last year in the U.S.

As sales plummeted, Jeep’s average transaction prices, or ATPs, were around $54,000 during 2023-24 — well above the industry average of roughly $48,500 or less during that time period, according to Cox Automotive.

Jeep’s ATPs through the third quarter of this year were less than $49,800, according to Cox. That remains a premium over the average industry of $48,588 but is far lower than prior years.

One thing that hasn’t been declining this year for Jeep is its inventory levels, according to Cox Automotive. Jeep had the highest days’ supply of any major brand other than Ford’s Lincoln at 146 days in October. The industry average for days’ supply, which calculates the amount of days of inventory dealerships have based on recent sales, was 88 days, Cox reports.

“Looking at mainstream brands, recent inventory trends reveal that some manufacturers may be edging toward overstocked territory as consumer demand shifts,” Erin Keating, Cox Automotive executive analyst, said in a blog post Thursday, citing Jeep specifically.

Jeep’s comeback plan started with Stellantis CEO Antonio Filosa, who previously led the brand. It has accelerated, with the Filosa’s support, under Broderdorf.

“It’s not like ’26 is going to be a 1-million-unit year because they’re fixing things. Once you kind of get off track, getting back on track can take a little bit of time as well, but it starts with product,” Brinley said. “And that’s what they have coming in 2026.”



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Budget 2026: Market Leaders Urge Govt To Reduce STT; What’s This, How Does It Impact Investors?

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Budget 2026: Market Leaders Urge Govt To Reduce STT; What’s This, How Does It Impact Investors?


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Budget 2026: Market participants urge Finance Minister Nirmala Sitharaman to reduce the securities transaction tax (STT), especially on cash market transactions.

The Securities Transaction Tax (STT) is a tax levied on the purchase and sale of securities on recognised stock exchanges. (Photo Credit: Freepik)

Finance Minister Nirmala Sitharaman on Tuesday chaired the fourth pre-Budget consultation with the stakeholders from the capital markets to discuss the next Union Budget 2026-27. According to CNBC-TV18 citing sources, market participants urged the government to reduce the securities transaction tax (STT), especially on cash market transactions.

The industry also pushed for reforms in the buyback taxation, calling for the levy to apply only on the profit component of a buyback instead of the entire amount, according to the report. Steps to boost retail participation in the equities markets were also discussed, along with a proposal to raise retail ownership from the current 5% to 8% over time.

What’s STT, And How Does It Impact Investors?

The Securities Transaction Tax (STT) is a tax levied on the purchase and sale of securities on recognised stock exchanges. Introduced in 2004, it applies to equity shares, derivatives, equity-oriented mutual fund units, and ETFs. The tax is collected upfront by the exchange and passed on to the government, making compliance automatic and eliminating the need for separate filing.

Current STT Rates, How STT Works

The rate of STT differs depending on the type of transaction:

  • For equity delivery trades, STT is charged on both buy and sell sides.
  • For intraday and derivatives, it is typically levied only on the sell side.
  • Options attract STT on premium, while futures attract it on the contract value.

Because the tax is charged on every trade, the impact compounds for frequent traders and high-volume participants such as proprietary desks, HNIs, and institutions.

As of now, STT on cash-market delivery trades is 0.1 per cent on both the buy and sell side, which is Rs 100 per Rs 1 lakh of trade value when you buy, and another Rs 100 per Rs 1 lakh when you sell. Intraday equity trades attract STT of 0.025 per cent (Rs 25 per Rs 1 lakh) on the sell leg only. In the derivatives segment, the tax is 0.02 per cent on the sale value of equity futures (Rs 20 per Rs 1 lakh) and 0.1 per cent of the option premium on the sale of equity options; if an option is exercised, a separate STT is levied on the intrinsic value at settlement.

How Can Lower STT Benefit Investors?

STT directly raises the cost of trading. Even a small reduction benefits:

  • Retail traders, by increasing net return on intraday and F&O trades.
  • Derivatives markets, where margins are already tight and volumes are high.
  • Liquidity, as lower trading costs can encourage participation.

In the run-up to Budget 2026, this has become a key demand from market leaders looking to keep transaction costs competitive.

Mohammad Haris

Mohammad Haris

Haris is Deputy News Editor (Business) at news18.com. He writes on various issues related to personal finance, markets, economy and companies. Having over a decade of experience in financial journalism, Haris h…Read More

Haris is Deputy News Editor (Business) at news18.com. He writes on various issues related to personal finance, markets, economy and companies. Having over a decade of experience in financial journalism, Haris h… Read More

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Home Depot cuts earnings outlook as home improvement demand falls short of expectations

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Home Depot cuts earnings outlook as home improvement demand falls short of expectations


Home Depot on Tuesday cut its full-year profit forecast and missed Wall Street’s earnings expectations for the third straight quarter as it saw weaker home improvement demand, tepid consumer spending and lower than usual storm activity.

The retailer said it now expects full-year sales will climb about 3% and comparable sales, which take out the impact of one-time factors like store openings and calendar differences, to be slightly positive. That compares to its previous expectations for full-year sales to grow by 2.8% and comparable sales to increase by 1%.

The revised outlook includes an estimated $2 billion in incremental revenue from GMS, a building-products distributor that Home Depot acquired earlier this year. The company’s sales were not part of its previous full-year guidance.

Home Depot expects full-year adjusted earnings per share to decline by about 5% from the year-ago period, compared to its prior expectations that they would fall by about 2%

In a CNBC interview, Chief Financial Officer Richard McPhail said the retailer previously expected home improvement activity would increase. It also anticipated higher sales of roofing materials, generators and other supplies that typically sell before and after seasonal storms.

Neither dynamic materialized, he said, putting pressure on the business. 

“When we set guidance, we had anticipated that demand would begin to accelerate gradually in the back half of the year as interest rates and mortgage rates eased,” he said. “But what we saw was that ongoing consumer uncertainty and continued pressure in housing are disproportionately impacting home improvement demand.”

Here’s what Home Depot reported for the fiscal third quarter compared with Wall Street’s estimates, according to a survey of analysts by LSEG:

  • Earnings per share: $3.74 adjusted vs. $3.84 expected
  • Revenue: $41.35 billion vs. $41.11 billion expected

Home Depot’s stock dropped about 2% in premarket trading Tuesday. As of Monday’s close, the company’s shares are down about 8% so far this year. That trails the S&P 500’s 13% gains during the same period.

For Home Depot, housing turnover typically sparks larger and more lucrative projects as customers fix up their homes before or after moving. Those big projects, however, have dropped in frequency as higher interest rates have led to steeper mortgage rates and borrowing costs for loans, which a homeowner may use to pay for a kitchen remodel or major addition.

Since roughly the middle of 2023, McPhail has told CNBC that homeowners have been in a “deferral mindset.” That’s led to a bit of a waiting game for Home Depot, as it awaits either lower mortgage rates or a shift by consumers who get used to higher mortgage rates as the new normal.

In the most recent three-month period, that waiting game continued. McPhail told CNBC that demand was “stable” from the fiscal second quarter to the third quarter when adjusting for the lack of hurricanes. 

But, he added, “at this point, it’s hard to identify near-term catalysts that would lead to acceleration.” 

Home Depot’s net income for the three-month period that ended Nov. 2 dropped to $3.60 billion, or $3.62 per share, from $3.65 billion, or $3.67 per share, in the year-ago quarter. Revenue decreased from $40.22 billion in the year-ago quarter.

Average ticket, the typical amount spent by customers at the store or on the company’s website, rose 1.8% year over year in the quarter. However, customer transactions fell 1.6% year over year.

A bright spot in the quarter was online sales, which rose by 11% year over year, McPhail said.

Compared to other big-box retailers, Home Depot’s customers tend to be more financially stable. About 90% of its do-it-yourself customers own their homes and the home professionals who shop at the retailer tend to get hired by homeowners.

Even so, McPhail said Home Depot’s weaker outlook came in part because shoppers across income groups are reluctant to take on high-dollar projects. He said a slower housing market and the higher cost of borrowing has contributed to the trend.

He said other factors may also be having a chilling effect, including the prolonged government shutdown, an uptick in corporate layoff announcements and a decline in home values in some markets.

As do-it-yourself customers postpone bigger projects, the company has tried to attract more business from contractors, roofers and other professionals.

The company has made two key purchases of pro-related companies. Last year, it bought Texas-based SRS Distribution for $18.25 billion — the largest acquisition in its history. The company sells supplies to professionals in the landscaping, pool and roofing businesses. Earlier this year, Home Depot announced it was buying GMS.

Like other retailers, Home Depot has felt the pinch of higher costs on some imported items because of tariffs. McPhail said in May that the company was diversifying the countries where it sourced its goods and intended to “generally maintain our current pricing levels across our portfolio.”

However, company leaders warned in August that it may have to hike prices in some categories because of higher tariffs.

McPhail told CNBC that Home Depot has increased some items’ prices, but said “where there were price actions, they were modest.” 

He said Home Depot has kept prices the same for some key items or even been able to reduce them. For example, he said, its best-selling seven-and-a-half foot Grand Duchess Christmas tree and many of its strings of lights for trees have dropped in price. 



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FBR begins surveillance of 21 beverage plants to tackle tax evasion – SUCH TV

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FBR begins surveillance of 21 beverage plants to tackle tax evasion – SUCH TV



The Federal Board of Revenue (FBR) has begun monitoring 21 beverage manufacturing units as part of its efforts to curb tax evasion. According to officials, the FBR has instructed Inland Revenue teams to keep a close eye on the sales records of these beverage-producing companies.

The monitoring drive has initially been launched in Lahore and other regions where major food and beverage production facilities are located.

These teams will review sales data for mineral water, dairy products, milk chocolates, energy drinks, and various other items.

FBR has empowered these teams under Section 40-B of the Sales Tax Act, enabling them to oversee sales, purchases, and stock levels of the manufacturing units.

The monitoring will be conducted daily to detect tax evasion.

These teams will also maintain daily data on sales and purchases of these manufacturing units.



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