Protect the Core: The Philosophy Behind the All-Electric Jeep Wagoneer S

There’s great risk in trying to be everything to everyone. The approach tends to only serve generalist brands whose function rarely reaches beyond merely “serviceable.” But for a legacy brand like Jeep, whose name has become synonymous with “adventure,” “capability,” and “freedom” over its rich 80-year history, protecting its core values is a vital consideration with each release.

That rings true for even its boldest innovations, such as the all-electric 2025 Jeep Wagoneer S. It goes without saying that — as far as impassioned owners go — Jeep stands alone. Its drivers take pride in embodying the same rugged sensibility as the vehicles themselves. And yet, like all auto brands, the push for technological innovation can’t be ignored. So, in its mission to stay true to its legacy, Jeep turned to an exciting new vanguard of engineers and designers who built the Wagoneer S upon an unwavering guiding mantra.

“Protect the core, broaden the reach.”

Travelling to Detroit to drive the Wagoneer S in person, SHARP was introduced to the design team behind the new EV. Led by Aamir Ahmed (Global Head of Off-Road and Electric Vehicles), Eugenio Sellaro (Exterior Design Manager), Alex McGowen (Interior Design Manager), Shady Elias (Chief Designer, Colour and Materials), and Kandice Keen (Brand Manager), they form the core of Jeep’s youngest design team ever.

“I grew up with this dream of designing cars and, really, there isn’t another brand I ever imagined working with,” explains McGowan. “I think when you drive the [Wagoneer S], you can tell it was the product of people who genuinely understand the brand. We know who we’re designing this for. […] I know, for every member of the team, this was a labour of love.”

McGowan and Sellaro both attended Detroit’s renowned College for Creative Studies (essentially, the school for automotive design). Upon graduating, they wasted little time in joining Jeep in Auburn Hills, where they found themselves growing alongside what would eventually be the Wagoneer S. They entered the project as junior designers six years ago — by its release, they were leading their respective teams.

“This was the first project I saw evolve from my first-ever sketch to a final product,” says Sellaro. “Our hope was that the final product would feel innovative and modern but, at the same time, very clearly coming from a team of people who live and breathe the brand.”

Sellaro is right. The Wagoneer S looks, feels, and drives like an EV designed by lifelong devotees of the brand. Jeep’s iconic seven-slot grille stands front and centre with a modernized, illuminated revamp. Its silhouette — while aerodynamically optimized to fit typical EV standards and a large rear spoiler seamlessly integrated — hints at the beloved, rugged Wagoneer profile. Packing 600 HP into this all-wheel-drive EV, the Wagoneer S cruises from 0-96.5 km/h in as quick as 3.4 seconds with an impressive range of 488 km.

Yes, the Wagoneer S is a bold step forward, but one that will feel like a natural progression for those who — like its designers — truly understand the brand. Balancing between innovation and heritage, the Wagoneer S stays true to its promise of protecting Jeep’s core and broadening its reach.