I would love to save money too. Who wouldn't? Objectively Wranglers have sold in unprecedented numbers for years now despite price increases. The used market commands top resale value for any vehicle. Suggesting "lower the prices" in light of this is not a reasonable suggestion. The market goes by what people will pay, not feelings.I own a 2020 JLUR, and would have appreciated a lower price tag. They are a depreciating object and like most things in the world, over priced in my opinion. Over priced by how much, that is an individual's opinion.