Thinking the unthinkable

[Swisskidd]

Rubicons sell to most of those who buy them for the same reason that "Platinum" trim Pickups and SUVs sell. Because people think that they are getting a premium product. They are built no better than a base Sport.

This forum is skewed different than the vast majority of Wrangler owners, who will never even know this site exists. Those people can't tell the difference between trim levels, or even a what makes a Rubicon a Rubicon. Even the guys that sell then don't know, for the most part.

Rubicons sell to most buyers of them because the dealers order them with all of the options, to include leather. There are just those who want the top of the line model and they really have no clue what they bought. A great many Wranglers, Rubicon or not, will never be put in 4 Hi, much less 4 low, by the original owner.

You are soooo right on!! Marketing has morphed the Rubicon into a Trim Level, as much As it is an Equipment Level of the Wrangler. It’s the red dash and contrast stitching that sells the Rubicon to the majority. “Oh yes, it also has those special red switches on the dash. Check the owners manual how to use them. No one at the dealership ever tried those……..”

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[The Last Cowboy]

Let's not turn this into a Rubicon vs everything else thread. I like all Wranglers, really. From plain jane up to the 392s. My preference is toward 2 doors and the more plain models, but I could have bought anything I wanted.

They are all built on the same assembly line, by the same workers. One is no better than the other, they are just equipped differently. You don't see these type of posts as much, but a couple years ago it was common to see posts where people would type "I paid $XX,000 for this and I shouldn't have this issue" Like they thought that the high dollar Jeeps went down a separate assembly line where they were put in a clean room and workers with white gloves hand assembled them.

 

[jeepingib]

I saw a post earlier that was comparing a new Wrangler to one they bought 20 years ago. The price went from 23k to 63k. So 3 times more expensive, roughly. But that is the nature of things. I don't blame "greedy" companies for our ballooning dollar. There are lots of socioeconomic details involved in inflation, our Jeeps are just a tiny detail. Try to look at it this way. You consider that 2003 Wrangler a good deal, but turn the clock back to 1983 and people would be outraged by that price. Because they were paying a third of that. According to JD Power a base 1983 CJ7 was $6,995.00 so there's a bit of a trend. Heck we may be looking back fondly at these prices as we pay 180k for a normal Wrangler in 20 years.

 

[Swisskidd]

Let's not turn this into a Rubicon vs everything else thread. I like all Wranglers, really. From plain jane up to the 392s. My preference is toward 2 doors and the more plain models, but I could have bought anything I wanted.

They are all built on the same assembly line, by the same workers. One is no better than the other, they are just equipped differently. You don't see these type of posts as much, but a couple years ago it was common to see posts where people would type "I paid $XX,000 for this and I shouldn't have this issue" Like they thought that the high dollar Jeeps went down a separate assembly line where they were put in a clean room and workers with white gloves hand assembled them.

Fully agree. Reality is that JEEP and the dealers make more money on the higher trim levels; and the more options offered on a Wrangler, the broader the buyer audience gets = more units sold / at optimized profit level. (The demographics have significantly changed since the JKU was introduced.)
The Wrangler is a pure ‘want’ automobile. There are many others that will do better in any given aspect of driving (on-road, where most Wranglers spend their time). However, none of the other choices will offer the ‘It-Factor’ the Wrangler will provide.
I purchased my JL for the exact reason that I could opt out of most ‘necessities’ others can’t live without. I have zero desire to go off road. Strictly purchased this JL for its (relative) simplicity, vintage appearance and equally dated driving experience. Grew up around CJ’s and wanted something that reminds me of those days.

To @aldo98229 ’s original thoughts - Will tweaking your existing Wrangler really satisfy your wants? Will an excellent driving Unlimited make you smile, or will you possibly still miss the agility of a 2 Door?

Another, completely off the wall thought could be a Porsche Macan. Even in their lowest trim levels, they offer a great driving experience.

 

[aldo98229]

Fully agree. Reality is that JEEP and the dealers make more money on the higher trim levels; and the more options offered on a Wrangler, the broader the buyer audience gets = more units sold / at optimized profit level. (The demographics have significantly changed since the JKU was introduced.)
The Wrangler is a pure ‘want’ automobile. There are many others that will do better in any given aspect of driving (on-road, where most Wranglers spend their time). However, none of the other choices will offer the ‘It-Factor’ the Wrangler will provide.
I purchased my JL for the exact reason that I could opt out of most ‘necessities’ others can’t live without. I have zero desire to go off road. Strictly purchased this JL for its (relative) simplicity, vintage appearance and equally dated driving experience. Grew up around CJ’s and wanted something that reminds me of those days.

To @aldo98229 ’s original thoughts - Will tweaking your existing Wrangler really satisfy your wants? Will an excellent driving Unlimited make you smile, or will you possibly still miss the agility of a 2 Door?

Another, completely off the wall thought could be a Porsche Macan. Even in their lowest trim levels, they offer a great driving experience.

Here in northern Washington we pay 9% sales tax on the full purchase price of an automobile. That’s $4,500 on a $50,000 Jeep, plus another $900 one-time charge in tags, registration and other incidentals.

Not counting all the money I’d lose trading this Jeep and buying another one, $5,400 is a lot of play money I can spend on this Jeep.

A Porsche is not me.

 

[randeeezy]

Subaru has what you want if you could get over the aesthetic concern… the outback is ugly as sin, but the cross trek is alright and starts at around 26k. You could probably modify a bit to make it look more aggressive

 

[The Last Cowboy]

The CVT is a weak link with Subaru that can’t be overlooked.

 

[Kyanche]

Rubicons sell to most of those who buy them for the same reason that "Platinum" trim Pickups and SUVs sell. Because people think that they are getting a premium product. They are built no better than a base Sport.

At the time I bought my Rubicon, it was about $1500 more than a Sahara with all of the features I wanted. They did not offer the Sport with those features.

We could argue from sunset to sunrise about whether it's "worth it" to buy anything but a base model. I felt the $1500 was well worth it. I liked the way the Rubicon looks more than the way the Sahara looks. Seriously, $1500 is damn near nothing when you're talking about spending >$50k on a car anyway. Plus, from what I've seen, I'd definitely get that $1500 back in resale value.

Do I need the extra offroad capability? No lol. I'll actually go out on a limb here and say that, aside from a few people that do some really crazy shit, a lot of people ON THIS SITE WITH MODS TO THEIR JEEPS could probably get by just fine with a fucking Rav-4. Or even better, an old AWD minivan with a lift kit and offroad tires. Like one of those funky FC Toyota Hijets or whatever. lol. And unlike the Jeep, they wouldn't have to worry about being stranded on the trail being a real possibility.

But what's the fun in that? Can't take the roof off a Rav4 without a sawzall.

IDK why people go so crazy about trying to gate keep. The only "credentials" you need to buy the most roided up jeep available for sale are a driver's license and the ability to spend whatever the price is - whether it be $35k or $115k.

 

[aldo98229]

At the time I bought my Rubicon, it was about $1500 more than a Sahara with all of the features I wanted. They did not offer the Sport with those features.

We could argue from sunset to sunrise about whether it's "worth it" to buy anything but a base model. I felt the $1500 was well worth it. I liked the way the Rubicon looks more than the way the Sahara looks. Seriously, $1500 is damn near nothing when you're talking about spending >$50k on a car anyway. Plus, from what I've seen, I'd definitely get that $1500 back in resale value.

Do I need the extra offroad capability? No lol. I'll actually go out on a limb here and say that, aside from a few people that do some really crazy shit, a lot of people ON THIS SITE WITH MODS TO THEIR JEEPS could probably get by just fine with a fucking Rav-4. Or even better, an old AWD minivan with a lift kit and offroad tires. Like one of those funky FC Toyota Hijets or whatever. lol. And unlike the Jeep, they wouldn't have to worry about being stranded on the trail being a real possibility.

But what's the fun in that? Can't take the roof off a Rav4 without a sawzall.

IDK why people go so crazy about trying to gate keep. The only "credentials" you need to buy the most roided up jeep available for sale are a driver's license and the ability to spend whatever the price is - whether it be $35k or $115k.

Thing is, if you lived somewhere with real winters, you’d be much better off driving a Sahara with a rear LSD or a Willys than a Rubicon. Yet still, a lot of people in those situations choose the Rubicon, partly due to appearance.

I lived in California: Rubicon is very good choice there because you are more likely to hit some awesome weekend trails than you are to encounter a blizzard.

Point being, despite what some would have you believe, “Rubicon” is not always the answer. There are different Wranglers for different uses.

 

[aldo98229]

The CVT is a weak link with Subaru that can’t be overlooked.

Indeed. That’s my biggest issue with Subarus, next to dorky looks.

 

[2nd 392]

Indeed. That’s my biggest issue with Subarus, next to dorky looks.

Function over form— dorky looks are the biggest issue next to the CVT. I was the unwitting recipient of an also ugly, awd, CVT Ford freestyle. I did appreciate the gift upon trading it in on my GC.

 

[yokramer]

I promise you most jeep owners know the nuances of their model, fenders, signals, grills, etc.

You are giving the modern Wrangler owner far too much credit.

 

[Ron Texas]

@aldo98229 keep your 2018 Sahara especially if you are worried about taking an expensive car off road. I bet used it's cash value is about the same as any of the leading lower priced alternatives cost new. Lots of the time doing nothing is the best alternative.

 

[Kyanche]

Thing is, if you lived somewhere with real winters, you’d be much better off driving a Sahara with a rear LSD or a Willys than a Rubicon. Yet still, a lot of people in those situations choose the Rubicon, partly due to appearance.

I lived in California: Rubicon is very good choice there because you are more likely to hit some awesome weekend trails than you are to encounter a blizzard.

Point being, despite what some would have you believe, “Rubicon” is not always the answer. There are different Wranglers for different uses.

Ah, but I'm in California! :D

And I don't think the automatic 4WD System (Rock-track full time 4wd?) was an option when I bought my 2020. Maybe it was on the Sahara? I really forgot. Yeah, I agree that would be a lot nicer in the snow. Still no LSD option unless you get a Sahara though.

 

[TheRaven]

I kind of like GMC Canyon AT4 but the interior is just old.

There's a new one coming very soon - https://www.gmc.com/trucks/canyon. It looks awesome, but I can't do it because it's turbo 4cyl only. Already got one of those in my CTS, I don't need two to worry about. But if you are one of those who are not bothered by the screamin' 4, the new Colorado/Canyon look like fantastic trucks.

I had this same dilemma with my Tahoe...finally decided I was ready to move on, so I sold it to a buddy who had always bugged me about selling it...but figuring out what to get was tough, because that Tahoe is exactly what I want, really, and they don't make anything like it anymore. The new Tahoes are ugly high-roof station wagons, and anything smaller than full-size in GM's lineup is either car-based or 4cyl or both. So i'm going the Trail Boss route. Not 100% sure i'll love it but the pickups hold their value almost as well as Wranglers do so at least i'll have no problem getting out of it.

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