Did BMW do something similar with the M package for all the non-M trims though? Agree with what you stated but if BMW is having success, maybe FCA would doing it with the Rubicon package?There’s already too much equity built into the Rubicon name to turn it into a value package.
FCA has no reason to do it. As it sits, Rubicons are selling at a generous price premium, and Rubicons make a greater proportion of Wrangler sales mix than their premium price would suggest.
In so many words, “Rubicon”, in both JL and JT guise, is a permit to print money. FCA would be foolish to screw it up.