RubiSc0tt
Well-Known Member
- First Name
- Scott
- Joined
- Jun 12, 2018
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- 56
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- 1,355
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- 1,688
- Location
- Upstate NY
- Vehicle(s)
- 2019 JLUR in Punk'n Orange
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- Turn Wrenches/ Write code
I'm calling BS, just like I called back in September.
Feel free to click through the original post, which is a semi-related discussion about the Bronco causing a price drop for the Wrangler (Spoiler alert: It won't). Bold added for emphasis. I think it would be a bold move by Jeep and a serious departure from the last 17 years. Sales are not suffering and it doesn't look like they will be for a while so I"m guessing Jeep follows the same strategy, or maybe switches to the changes speculated above based on their history with the JK.
It's an interesting thought, but I don't see it happening.You guys are all missing one (maybe 2) important factors:
In 2 words: Value perception. This is 100% a marketing thing. The walls around the King's castle in any segment are thick for a reason. Dropping price seems like a consumer friendly move, but many would see it as Jeep yielding, interpret it as a move to bump slumping sales, and then you have a self fulfilling prophecy.
1). Wrangler =/= Rubicon. Rubicon is the "halo vehicle" in all of the JL/JT equipment packages, and has been since 2003. Not trying to get into a Rubi vs. Non pissing match here, and you can argue "well I can build better _____" all day; According to the Jeep/ FCA- Rubicon is top of the pile. As such, you may see some discounts/ incentives on other models: Sport, Sahara, etc., as well as any leftovers- But Rubicon will likely remain within it's current price point. They don't sit on lots, and some dealers don't get them unless they're special ordered.
2). in the JK mid model refresh, they added trim levels to each trim level. This is how you got the "Rubicon X, S, and Hard Rock" or whatever. They're already doing this with Sport/ Sport S, if I'm not mistaken. What we might see, is Rubicon X now starting $5k (just making up a number) below where it is now, for a base Rubicon, THEN the price jumps higher as you add options/ packages until you get to the hard rock. Since they've done this before, I could see this being way more likely and charging even more at the top end.
Feel free to click through the original post, which is a semi-related discussion about the Bronco causing a price drop for the Wrangler (Spoiler alert: It won't). Bold added for emphasis. I think it would be a bold move by Jeep and a serious departure from the last 17 years. Sales are not suffering and it doesn't look like they will be for a while so I"m guessing Jeep follows the same strategy, or maybe switches to the changes speculated above based on their history with the JK.
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