I ordered my JL from Whitten Brothers in Ashland. I didn't get as much below invoice as a lot of the other members of the forum. I bought from them anyway because they offer a loaner vehicle, and I figured that would be good to have since new model vehicles tend to spend time in the shop. I haven't had any major service done there, so I can't comment on that. Their service department has always been polite and professional when I took my old JK for tire rotations/oil changes.
Note: My exposure with them was very short. I got quotes from both Whitten and Safford last year as they both had the only manuals anywhere near me. I got online quotes and Whitten was a little high, Safford was pretty close to what I wanted to pay (5% under invoice) - doc fee was high $799. I was in a hurry to buy so my kids could have my old car and didn't have much time to negotiate.
I bought from Safford (they delivered it to their other store in Fredericksburg so I wouldn't have to drive as far (I was in Richmond that weekend). I probably could have gotten Whitten down, maybe to match Safford possibly, but I had to pick it up on Sunday and Whitten is not open on Sundays. This is probably not a lot of help, but I was pleased with Safford's price and sales transaction.
I'm planning to buy from them- The salesman was great, the dealership overall was great. The only issue I had was with one of the sales managers that had me bring my RV down to take a look to evaluate it for a trade-in. He took less than a minute look at it, and said no. After I drove an hour and a half each way. My issue was that with that time involvement, I could have sent him pictures and saved a LOT of time and fuel.