Some folks (like my dad) like to buy the latest and greatest every couple of years. Not my style, but to each their own. I like paying things off and using them until they're deader than dead personally, lol.
Speaking as someone with habits people hate, the Wrangler retains its value well. I move every 18-24 months for work and my needs change every time. A wrangler is a lot easier to trade in with potential equity at 12-24 months than most vehicles. I drove an economy car (focus) in LA, switched to an AWD hatchback (Impreza) for Missouri and part of NY, then moved within NY and switched to a Jetta because I was driving about 40k/year. I had an opportunity in the weird COVID used market to pull back out of my Jetta what I paid for it and used the equity to do a downpayment on my Wrangler now that I’m in Washington. If I lost a job and could break close to even on a trade in for a wrangler, I’d switch to a used economy car to drop my car payments.
My guess is people who don't off road who buy jeeps get buyer remorse after owning it for a while, they are small, nosey inside, not the safest, get pushed around in the wind, steering might be weird to them compared to normal suvs, aren't gas efficient?
i think the steering thing thru a lot of people.. mine drive like sh!t until they replaced the steering box.. and is getting bought back on lemon law.. I spent 18 months with dealerships telling me that is how jeeps drive.. I have had 3 jeeps and none of them felt like i was pulling a 47" trailer causing me to sway out of my lane.. until this one ofcourse.. and ya you already make a number of sacrifices for the jeep then you have a major issue like that and dealership denying it.. I could see where average joes and non forum guys would be dumping them.. .