It wasn’t that long ago when Jeeps were nearly as much known, and beloved, for their barebones, no frills, utilitarian aspect as their off-road prowess. Their austere, rough-and-tumble simplicity were part of their charm. Sure, times have changed, and people expect certain levels of comfort and ease. But what to make of a six-figure Jeep that’s more goodies-laden than Santa on Christmas Eve? I mean, is the Jeep Grand Wagoneer really worth $100,000? Well, everything is relative, but still, let’s look.

What’s With This Jeep?

Let’s tick off some of the features, starting with its massive size. While the roads are filled with trucks and full-size SUVs, there’s something about the three-row Wagoneer’s posture and puffed-out flares that makes its 6,400-pound presence known. There’s nothing understated about this bad boy. And yet, aesthetic-wise, there’s nothing garish or over the top either, even with the black-painted roof, exterior LED lighting, chrome-border windows, and sophisticated grille. That’s a hard trick to pull off.

Oh, then there’s the 10,000-pound towing capacity – best in class, by the way – enabled by a 6.4-liter Hemi V8 that puts out 471 lusty horses and 455 pound-feet of torque. The ride may be ginormous, but pokey, it’s not.

Can we talk about the interior? Whee doggie, there’s enough bling in there to rival Tiffany’s, yet nothing feels unapproachable or intimidating. In fact, the milieu is warm, welcoming, and sumptuous. You get stepped-up leather surfaces, gen-u-wine walnut panels, and real metal frames, plus more screens than a NASA command station.

In terms of bells and whistles, this baby has more gizmos than can be mentioned here. But we will cite ventilated and heated first- and second-row seats, with massage capabilities for those up front, and a barn-size center console storage. What’s more, the Jeep Grand Wagoneer has adjustable pedals, heated steering wheel, optional night vision camera view, head-up display, wireless charging, and one sweet 23-speaker, 1,375-watt McIntosh sound system.

But Can a Jewel Be a “Jeep?”

We don’t see why not. For one thing, don’t let the smooth taste fool you; this ride is still a serious off-roader. It’s got rock, snow, and sand/mud settings, plus three Quadra-Trac all-wheel drive systems from which to choose. It’s a Jeep.

Also, the manufacturer has gone to great lengths to “get” the customer that’s willing to shell out north of $100,000. In seeking that understanding, it learned that, while transitioning out of Grand Cherokees and other premium marques, customers’ needs grew. In many cases, what was wanted was a larger ride with more capability – thus, top-of-the-line towing – and leveled-up luxe. The Grand Wagoneer checks all those boxes, and then some. We must say that the Grand Wagoneer’s interior, with all that real wood and great leather, simply obliterates the competition.

And to grease the skids, the manufacturer is availing such customers of posh treatment -- a separate showroom and service area, for example. What’s more, they get a dedicated VIP helpline for use throughout their ownership, and dealers must first earn a J.D. Power Customer First award for excellence.

The manufacturer is also touting something called “10 Customer Promises” – vows to every Grand Wagoneer and Wagoneer owner that include making sure stores have so-named Certified Wagoneer Ambassadors who, after extensive training, know the brand inside and out. There’s also the promise of a remote showroom, a free service loaner, anytime customer support, and pickup and delivery for service.

You should also note that, as it is, Gladiators and Jeeps can run more than $60,000, so the Jeep brand already abounds with premium products. And remember, the 1980s Grand Wagoneer raised eyebrows too, yet it bested the competition in many ways.

So, is the Jeep Grand Wagoneer worth $100,000? Affirmative. Hey, Jeep types have always taken the road less traveled. In this reinterpretation of a legacy, this is just one more.