Anyone who has ever tried and failed to have a salesman trim a few hundred off the price of a new car will know that car dealers can sometimes be as immovable as the Rock of Gibraltar.

But Stellantis Australia has just kicked that rock clear to the kerb, doing the haggling for you and announcing drastic price cuts across its entire MY23 five and seven-seat Grand Cherokee range, with the deepest cut amounting to a staggering $28,000.

Every model in Jeep’s flagship 4x4 wagon range has had a haircut in an apparent attempt to pump-prime lacklustre sales.

As at April this year, the Grand Cherokee had chalked up just 254 units in a premium SUV segment led by the BMW X5, which managed 906 sales over the same period, and the Land Rover Defender, which achieved 830 sales.

The all-new fifth-generation WL-series Grand Cherokee only landed here in mid-2022, initially as the seven-seat long-wheelbase Grand Cherokee L, which in 2023 was joined by a five-seater standard wheelbase model.

The powertrain in both five and seven-seat variants is a gutsy 3.6-litre V6 petrol hitched to an eight-speed automatic, with Jeep adding a range-topping 2.0-litre petrol plug-in hybrid electric vehicle (PHEV) short wheelbase variant, the Summit Reserve 4xe, in August last year.

Now, with deep price cuts ranging between $11,000 and $28,000 across the MY23 Grand Cherokee range, it appears Stellantis Australia is acknowledging that its big 4x4 wagon can’t carry the sort of price premium that sees it benchmarked against the likes of the Audi Q7, Range Rover Sport, Lexus RZ, Mercedes-Benz GLE-Class, and Porsche Cayenne, all of which have outsold the Jeep so far this year.

The five and seven-seat Grand Cherokee are available in Night Eagle, Limited, Overland and Summit Reserve trims, with even the entry grade boasting a generous fitout that includes eight-way power-adjustable and heated front seats, 10.1-inch infotainment touch-screen, Wireless Apple CarPlay and Android Auto, power tailgate, dual-zone climate control, reverse parking camera, 20-inch alloy wheels, and a comprehensive suite of Advanced Driver Assistance Systems.

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By the time you work your way up to the top-spec Summit Reserve you’re looking at a beautifully finished and generously equipped cabin that will give a Range Rover a run for its money, with features like 21-inch alloy wheels, air suspension, active dampers, natural wood grain trim, gorgeous Palermo leather, power folding third-row seats and a 19-speaker McIntosh premium audio system.

Unfortunately for Jeep, what was also giving Range Rover a run for its money was pricing that went as high as $129,950 for the Grand Cherokee Summit Reserve 4xe, but which has now been pruned to a far more palatable $111,450, representing an $18,500 price reduction.

The seven-seat Grand Cherokee Summit Reserve, with 3.6-litre petrol V6, has had an even bigger haircut; its new sticker price of $91,450 representing a price cut of $28,000. That money will buy you a decent small car such as a Toyota Yaris or a Hyundai i30.

Cashed-up buyers who are looking to buy a well specified and highly capable 4x4 wagon for touring, towing or off-roading purposes will be the ones celebrating this price realignment, while the big losers are those 250-plus souls who purchased the car at full freight so far this year, and the 1247 who put down their hard-earned on a new Grand Cherokee during 2023.

Deep price cuts, such as those announced by Stellantis Australia, inevitably have a negative impact on resale values, which in turn may make people wary of buying into a brand doesn’t hold its value as well as rivals.

It remains to be seen whether the price cuts are permanent, or if they will have the desired effect on long-term sales, but they will almost certainly provide a short-term ‘sugar-hit’ to help move Jeep’s ageing MY23 stock.

Check out the list below for the new and old prices of the various MY23 Jeep Grand Cherokee models.