In today's auto market companies are trying desperately to figure out how to entice younger buyers to buy new vehicles again. While some think that the down tick in young people buying cars is due to them simply not liking cars, a more accurate explanation would probably say that young people aren't buying cars because they don't have the funds/ cars are pretty expensive. B-segment crossovers have found success in attracting younger customers however, and the bonus is that these vehicles also appeal to older buyers as well.
The Nissan Juke and the Kia Soul have both proven to be very successful in the US market. The Juke has had consistently good sales with February 2014 being its best month yet selling 5197 units in the US. Overall sales for the Juke in 2013 came in at 38,157 units in the US. The Kia Soul has even better sales numbers having sold a total of 118,079 units in the US last year.
Both of these vehicles are clearly aimed at younger people, or at least those who are young at heart. Just take a look at the designs.
All this is to say that the 2015 Jeep Renegade is hoping to find success by following a similar strategy. Build a car that is youthful and adventurous. Keep the price low. And when I say "keep it youthful" that is not to the exclusion of older clientele. Indeed, older folks like to seem with the times, and fun too. The Trailhawk Renegade model should appeal to those who have off-road ambitions and those who prefer a 'rugged' image.
The 2015 Jeep Renegade should be accessible, enticing, and affordable for a range of people from young to old, and I think that is the reason why this Jeep could just be the most successful model in Jeep's line-up.