Cost

[ERIXJLUR]

Lemme start by saying I dropped almost $80k on an SRT last year (second WK2), so spending $$ on a Jeep is not foreign to me...But...I cannot get my arms around almost $55k for a decked out Sahara though. I just do not see the value in it. Too many things missing for that kinda scratch, Probably my biggest issue? The seats, or lack of features in the seats. For that kinda scratch, I believe the passenger seat should do more than just slide back and forth aka a 1980 Camaro...Just me, but someone else might get our business...

I see your point.

A nicely loaded new Trail Hawk Grand Cherokee with a V8 can be had for less than a nicely loaded Rubicon.

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[Scottroxxx]

Real Jeep people could care less about power seats. It’s all about capabilities not bells and whistles. I guarantee the biggest complaints about this Jeep in the long run will be all the luxury crap. If you want luxury go buy a Land Rover, those were legit off road vehicles once too. Way less resale value too.

 

[drogers]

someone else might get our business...

Not to sound harsh, but if you can even consider anything other than a wrangler, you’re not the customer FCA is looking for right now. For many/most of us, there is no cross-shopping, because there is no other Wrangler.

In a year or two if the pricing turns out to be too high, they’ll take a bunch of extras and make them standard, and add some incentives. Not all that likely unless they increase production waaaay higher than the past, but that’s the way it goes.

 

[myfirstjeep]

The pricing is slowly getting out of control. For those who try to reason that the MSRP increases reflect improvements over the JK, remember that the JK was already a bad vehicle buying choice for 99% of car buyers. Lipstick on a pig is really not too much of an overstatement with the JL's improvements on an already bad JK.

Face it, Wranglers are one of the least useful vehicles in comparison to the rest of the automotive industry. They don't drive comfortably, can't tow much, are gas inefficient, aren't the best passenger carriers, and to top it all off, are getting expensive. The only things that a Wrangler can do that pretty much no other vehicle on the market can are "look cool" and be the best off road. After personally driving the JL, I still feel pretty much any other vehicle is a better commuting choice.

50-60k for a Rubicon is right up against luxury cars and SUVs. When a Wrangler costs MORE than most mid size luxury sedans, there is a certain sense of reservation that goes on in each of our minds. Inevitably, we all start to think along the lines of "hmm for this much money, I could get a so and so..." I'm pretty sure I won't consider the future Wrangler generations if the pricing trend continues.

I, like most other people on this forum, am pretty hard set on getting a JL. Heck, I am looking to get the Rubicon and will likely be one of those people that won't use the vast majority of the capabilities. So, I full well understand the desire to own a Jeep. But I'm not going to put my blinders on and say that my future purchase is justified or a smart one. I'm about to drop 50k on a vehicle that's comparatively not very useful. Perhaps the biggest bright side is the extreme resale value that I will get in the future. I hope.

IMO, The Wrangler is not worth anywhere near 50k+, even with the JL's improvements. The only reason why the price has climbed to this level is because FCA knows consumers like us keep the demand high. The lack of competition also does the pricing no favors.

 

[wanderer]

If you don’t feel like it’s worth it don’t buy it. Simple, by yourself an Escalade with chrome rims. Certainly don’t buy it for sticker. this forum is full of ways to get from 5% below invoice or about 12 % below msrp. You buy a jeep for what it is not for what it is not. Me I am driving a 10 year old jku rubicon with a172000 on it ,
'it is worth about 10k I paid 37 for at the end of 2007 the fun I have had in it is priceless. Way more fun than my viper or both convertible vettes and they were fun!

I get what you are saying about pricing though same thing happened to landcruisers Now they are 80k

 

[wanderer]

The pricing is slowly getting out of control. For those who try to reason that the MSRP increases reflect improvements over the JK, remember that the JK was already a bad vehicle buying choice for 99% of car buyers. Lipstick on a pig is really not too much of an overstatement with the JL's improvements on an already bad JK.

Face it, Wranglers are one of the least useful vehicles in comparison to the rest of the automotive industry. They don't drive comfortably, can't tow much, are gas inefficient, aren't the best passenger carriers, and to top it all off, are getting expensive. The only things that a Wrangler can do that pretty much no other vehicle on the market can are "look cool" and be the best off road. After personally driving the JL, I still feel pretty much any other vehicle is a better commuting choice.

50-60k for a Rubicon is right up against luxury cars and SUVs. When a Wrangler costs MORE than most mid size luxury sedans, there is a certain sense of reservation that goes on in each of our minds. Inevitably, we all start to think along the lines of "hmm for this much money, I could get a so and so..." I'm pretty sure I won't consider the future Wrangler generations if the pricing trend continues.

I, like most other people on this forum, am pretty hard set on getting a JL. Heck, I am looking to get the Rubicon and will likely be one of those people that won't use the vast majority of the capabilities. So, I full well understand the desire to own a Jeep. But I'm not going to put my blinders on and say that my future purchase is justified or a smart one. I'm about to drop 50k on a vehicle that's comparatively not very useful. Perhaps the biggest bright side is the extreme resale value that I will get in the future. I hope.

IMO, The Wrangler is not worth anywhere near 50k+, even with the JL's improvements. The only reason why the price has climbed to this level is because FCA knows consumers like us keep the demand high. The lack of competition also does the pricing no favors.

 

[wanderer]

Have you priced the new dumbed down version of the old discovery. Look at the new defender projected prices 100k yeah the world is bat shit crazy people have more money than sense 65000 for a loaded pickup!
The thing is you can get something like a trail hawk for less But the top doesn’t come off and it won’t go where the wrangler will. It doesn’t carry with a pedigree and history level of comraderie that a wrangler does .
Strangers don’t wave at you. Folks don’t stop to ask you about the tires lift winch snorkel. Etc, there are a lot of intangibles there. There are new adventures to be had. And solitude to be enjoyed. Confidence on any trail . In. My old jeep I hauled sod, moved furniture hauled my surf boards skis snowboards slept in and worked out of In my view that is pretty practical. Beats the hell out of a Beamer imho. It is all in your perspective. if you can’t see it it may not be for you! Just sayin.

 

[Cwu21]

Look I hate to come off the wrong way but What is the point of this Thread? There are several other Threads that discuss the cost of the JL and people complaining about it. Old news. Why create another thread beating a dead horse

 

[tyresmoker]

Most of you guys are spot on..I am new to the whole Wrangler thing...And as a loyal Jeep (WK2) customer, exactly who FCA is looking for to suck up some of that extra production they are planning. The planners and bean counters have already factored you loyal buyers (percentage of a finite set) into the mix, but the gravy comes from guys like me (new buyer pool-potentially infinite).

As far as the Escalade and Rover comments....Been there, done that....And it is why I am back with Jeep!

 

[WXman]

Lemme start by saying I dropped almost $80k on an SRT last year (second WK2), so spending $$ on a Jeep is not foreign to me...But...I cannot get my arms around almost $55k for a decked out Sahara though. I just do not see the value in it. Too many things missing for that kinda scratch, Probably my biggest issue? The seats, or lack of features in the seats. For that kinda scratch, I believe the passenger seat should do more than just slide back and forth aka a 1980 Camaro...Just me, but someone else might get our business...

Sahara? I can't get my arms around $38K for a SPORT Unlimited with power windows, locks, and AT. Jeep has gone completely nuts with this Wrangler.

But, just as people will pay $350 for an Apple Pod that does the same things a $100 Alexa device was doing two years ago, there are also people who will pay $45,000 for a Jeep that should be sold for $28,000.

 

[Kevman]

People like Wranglers for a multitude of reasons. You should just be thankful that niche vehicles like it and the mustang, beetle, miata, mini cooper, fiat 500 are still made. Soon none of these cars will exist because everyone wants a crossover.

These types of vehicles bring people to a different place in time or to an area which they can't drive every day. You buy a wrangler because you WANT to be offroad or in Hawaii on your daily commute. It's an escape that you'll never get with a mainstream car. The fact that the wrangler is actually such a monster offroad is just the huge cherry on top.

And you know what, cloth 4runners go for 38k or more easily, so why bag on the jeep?

The fact is that the jeep wrangler nearly owns its own market so they can charge whatever they want.

 

[Vintage]

I am buying a STRIPPER Rubicon. 2 options only: 1) LED lighting package, 2) Premium Soft Top. I really waffled on upgrading the soft top but I gave in to the claim of less noise - now I am paying $34.4k for a 2 door Rubi. Not bad and it will be a low mile 3rd vehicle. So, I am thinking re-sale will likely be good for me. Regardless, that is not why I am buying it.

 

[Matthew/E36]

I ended up paying $40K 12 years ago for a loaded F-150 FX4 (before FX4 was just a package added to any F-150). The JLUR is running me just shy of $49K, loaded. Now, are they different vehicles? Sure. The Wrangler is leaps and bounds more capable offroad...the FX4 hauls and tows more. The point I'm making is this...vehicles are expensive, and getting more so as the years go by. I actually don't think, when you compare capabilities, that the JL is all that overpriced, considering today's market for comparable vehicles (think 4Runner, Tacoma, etc...). No price of a vehicle will come down until the market refuses to pay what the manufacturers are asking. So, if we don't like the price, then we shouldn't buy. But, I'll guarantee this...FCA will sell, at this price or more, every JL that they can produce. Just watch what happens next year when the JT comes out...that sucker will be $60K unless I'm mistaken...

Agreed. I've said before that there will be an $80k JL produced. Why not...they sell a 100k grand cherokee, 100k navigator, etc...

The average selling price of a pickup truck in the US is now $50,000! Prices have just crept up and that 50 is where it lights up on people's radar...but prices have been going up steadily not suddenly. You CAN get a JL for 26k, so that's not much higher than getting a JK years ago for 22 is it really?

 

[Matthew/E36]

I see your point.

A nicely loaded new Trail Hawk Grand Cherokee with a V8 can be had for less than a nicely loaded Rubicon.

GC Trailhawk starts at $41k, Rubicon is $40k. Sure you can option the rubi higher, but you can get a 100k GC too, right?

Also for people talking 26k base price for a wrangler sport...a freakin Ford Taurus starts at 27k! Never thought a cheap family sedan would start near 30k.

 

[That One Guy]

The pricing is slowly getting out of control. For those who try to reason that the MSRP increases reflect improvements over the JK, remember that the JK was already a bad vehicle buying choice for 99% of car buyers. Lipstick on a pig is really not too much of an overstatement with the JL's improvements on an already bad JK.

Face it, Wranglers are one of the least useful vehicles in comparison to the rest of the automotive industry. They don't drive comfortably, can't tow much, are gas inefficient, aren't the best passenger carriers, and to top it all off, are getting expensive. The only things that a Wrangler can do that pretty much no other vehicle on the market can are "look cool" and be the best off road. After personally driving the JL, I still feel pretty much any other vehicle is a better commuting choice.

50-60k for a Rubicon is right up against luxury cars and SUVs. When a Wrangler costs MORE than most mid size luxury sedans, there is a certain sense of reservation that goes on in each of our minds. Inevitably, we all start to think along the lines of "hmm for this much money, I could get a so and so..." I'm pretty sure I won't consider the future Wrangler generations if the pricing trend continues.

I, like most other people on this forum, am pretty hard set on getting a JL. Heck, I am looking to get the Rubicon and will likely be one of those people that won't use the vast majority of the capabilities. So, I full well understand the desire to own a Jeep. But I'm not going to put my blinders on and say that my future purchase is justified or a smart one. I'm about to drop 50k on a vehicle that's comparatively not very useful. Perhaps the biggest bright side is the extreme resale value that I will get in the future. I hope.

IMO, The Wrangler is not worth anywhere near 50k+, even with the JL's improvements. The only reason why the price has climbed to this level is because FCA knows consumers like us keep the demand high. The lack of competition also does the pricing no favors.

Excellent post. It's okay to love these things while also fairly criticizing them.

"Love it or leave it" types can, well, gtfo

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