The 2026 Jeep Cherokee is, for its size and feature list, quite reasonably priced, so how is Jeep to make money? The answer seems to be, by pushing buyers to get options and to move to higher trims, as revealed by the Build & Price system.
The base Cherokee has no options other than color choices (at $595), though it is quite well outfitted otherwise. The dual-pane sunroof is the only option for the Laredo. Options open up in Limited and Overland; for example, the Technology Group is sold in the Limited (since some of these features are standard in the Overland, it’s called the Advanced Pro Tech Group” there.) The Laredo also adds heated front seats, 10-way driver’s seat, LED front fog lamps, remote start, second-row USB-C chargers, and 18-inch wheels.
The color palette is quite limited, and dealers are likely to make it even more limited by only ordering the Global Black interiors. There are just five colors, and all but white are $595—white, black, blue, Red Hot (on the web site it looks burgundy except in highlights), and “Silver Zynith,” which also looks gray on the web site, except in highlights. Buyers of the Laredo can also choose a dark gray seat instead of the black seats; this shows up as Black/Arctic in the text, but the illustration shows a black interior with dark gray cloth. The B&P system adds silver paint ($595) by default.
Moving up to the Limited, we see the same paint choices, but the compact spare now shows up for $495, and seats turn to perforated Capri leatherette. Once again, the black/Arctic appears to be, well, black. The total price, with white paint and no options, is $42,495. The Tech Group would, for $1,295, add a wifi hot spot, Alpine nine-speaker audio, Alexa, Apple CarPlay and Android Auto, Jeep Connect trial, navigation, hands-free power liftgate, HD radio, map in the cluster display, Off-Road information pages, satellite radio, and traffic sign information.
The Limited also adds a heated steering wheel, wireless charging pod, power liftgate with adjustable height, and auto-dim rear view mirror.
It appears that the ad agency got an older copy of the specs, since some of these items, including Alexa and the wireless phone telematics, are standard even on the base model. More important, trailer towing becomes available for $995.
Finally, on the top Overland, we see the same colors but in a different order, and two-tone options become mandatory (except on black cars) or optional; the page isn’t clear. A glossy black roof is $495 extra, on top of that. The interior choices are the same as the Limited but with new patterns. The Advanced Pro Tech Group ($1,495) includes an auto-dimming exterior driver’s mirror, front and rear camera washers, heated rear seats, automated parking, 360° cameras, ventilated front seats, and a wiper de-icer. None of these seem to be optional as individual items, which means those in the Great North have to pay $1,495 for the option package plus $12,000 extra for the Overland to get a wiper de-icer and heated rear seats. The tow group remains $995, adding trailer detection to the blind spot monitor.
The Overland also adds the dual-pane panoramic sunroof, nine-speaker audio, foot-activated power liftgate, and 20-inch wheels. A digital rearview camera is available somewhere, handy when the cargo bay is filled to the gills. The Build & Price system has been known to have errors on new vehicles.
Try it for yourself or follow the conversation at allpar. (See 2026 Jeep Cherokee pics and specs.)
David Zatz started what was to become the world’s biggest Mopar site (Allpar) in 1994. After a chemo-induced 2007-2010 break, during which he wrote car books covering Vipers, minivans, and Jeeps, he returned with Patrick Rall to create StellPower.com for daily news, and to set up MoTales for mo’ tales (Chrysler history and “permanent” car and truck pages). He most recently wrote Century of Chrysler, a 100-year retrospective on the marque.
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