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Why Are Jeep Wranglers So Expensive?

Why Are Jeep Wranglers So Expensive?

If you have seen the price of a Jeep Wrangler, then you might be asking yourself; why are Jeep Wranglers so expensive? Well, we wanted to know too, so we did some research and found the answers.

Jeep Wranglers are more expensive because they are equipped to handle more taxing off-road conditions, and have a large consumer fanbase that keeps the demand for the vehicle high.

Need to know more about why Jeep Wranglers are so expensive? Then read through this article to see all the reasons why this vehicle model has its high-end price tag!

How Much Do Jeep Wranglers Cost?

expensive red jeep wrangler

There’s no doubt about it – Jeep Wranglers are awesome!

Everything that is, except for the price tag…

While used Wrangler’s can be found for much lower prices, the starting price for a new Wrangler starts at just under $32,000 MSRP. Keep in mind that this is the price for the lowest trim before any upgrades have been made.

As you climb into the higher trim packages, the base MSRP soars to almost $50,000!

Don’t believe me? Take a look at some of the base MSRP prices for Wranglers from Jeep’s website that I’ve collected below.

  • Sport $31,795
  • Sport S $34,995
  • Wrangler Unlimited Black and Tan $36,690
  • Sport Altitude $36,690
  • Willys $37,490
  • Freedom $37,690
  • Sahara $38,645
  • Sahara Altitude $41,940
  • Rubicon $42,440
  • Rubicon Recon $43,450
  • North Edition $44,465
  • High Altitude $49,995

While the High Altitude is a bit of an outlier, the average MSRP price from these twelve trim packages is a whopping $39,690. Also, bear in mind that these are starting MSRPs, and the price will only go up with upgrades.

While this might sound like a lot to pay for a vehicle (and it is), remember that the Wrangler is probably THE most iconic off-roading vehicle of all time. And it didn’t get to that point by accident!

So, what are the features of a Jeep Wrangler that make it cost more? 

What Makes the Jeep Wrangler Expensive?

The price of a vehicle takes multiple factors into account, and although the cost of the materials to build the car is one that everyone can understand, there are other things that you might not have thought about. 

So, we will discuss the main reasons why Jeep Wranglers come at the price they do, and what you get for the cost. 

#1 Off-Roading Capabilities 

A Wrangler is a sturdy Jeep that is unmatched when it comes to its off-roading capabilities, and people know that. It is ideal for families that drive through tough terrain to go camping or hiking, and it is also great for testing out your driving abilities on bumpy roads. 

This is something that many people look for when they are interested in doing lots of outdoor activities. So, Jeeps have become synonymous with adventure. 

For a vehicle to have these kinds of capabilities, they have to be built a certain way. The vehicle must be durable and sturdy enough to handle driving on rough terrain while keeping the car on the ground.

Not all vehicles have these capabilities, and with most off-roading vehicles being SUVs or trucks, the Jeep is one of the smallest options to choose for going off-roading. 

The Jeep Wrangler model comes with four-wheel drive and low-gearing that makes it easier to control while on rocky or bumpy roads. This model also comes with all-terrain tires that will help you keep a high level of traction in inclement weather such as rain or snow. 

The traction that you get from these three features allows you to navigate through tough terrain without feeling like the car will tip over when you go over a bump. Also, it will allow you to keep all four wheels on the ground to remain in control of the vehicle.

These features add to the value of the Wrangler, which also adds to the price. 

#2 Equipment and Materials 

The cost of a vehicle always depends on how much it costs to make. If the vehicle is high-end, then the price will reflect that because the materials were more costly. 

For example, if you were to buy a luxury sedan you will pay more but find that the leather seats are softer, the stitching holds together better, and the seats have lumbar support for long drives. 

These convenient and comfortable additions make the car worth the higher price tag. So, when it comes to pricing out the Jeep Wrangler, the price is higher because of the mechanical equipment involved. 

Many vehicles come with a good engine, a decent transmission, and some may come with a differential. However, the Jeep Wrangler has a lot more to it than these basic features!

A Wrangler will leave the factory with a good engine and transmission, rear and front differentials, a two-speed transfer case, a fluid cooling system, and heavy-use radiators. This is a long list compared to the specs of other vehicles. 

The Wrangler comes with much more equipment than comes standard on this model, and this is not common for vehicles. Other vehicle models might cost less, but if you were to add all of the features that a Jeep Wrangler comes with, you would have to spend thousands more.

This means that you get a lot for the price of a Jeep Wrangler, and you won’t get all these features in another car for the same price. So, although the price is a bit higher than you would like to spend on a Jeep, you get a lot of bang for your buck.

#3 Popularity 

Another reason that Jeep Wranglers have a higher price point than you might expect is that they are an in-demand product that is popular among customers. This will affect the pricing of the vehicle, no matter what the build or cost of materials is.

When a product has a high demand, the price will go up so that the value of the item stays high. This price can be higher than what the product might be worth normally, but since people want it, they will pay whatever the price tag says. 

When it comes to cars, the Jeep Wrangler is a vehicle that has kept its popularity for a long time. Many consumers look for this vehicle if they go camping often, or take road trips during the year. 

This is because the car is made for off-roading, can handle all weather conditions, and will allow you to drive without doors and a windshield if you like. This makes an ideal vehicle for outdoorsy folks who want to stay in touch with nature instead of sitting in a car with air conditioning.

It is sold as an experience within itself because driving the same roads with your current sedan or truck doesn’t compare to the experience of driving an open Jeep Wrangler. This makes it an option that people like and will pay more for. 

Because of this, the cost of the vehicle is worth it. People will pay a higher price to get what they want in a vehicle, even if it is more than they were expecting. 

#4 Customization 

This vehicle is one that comes with the ability to make customizations yourself by taking off the roof, windshield, and doors, and still being able to drive on the road! This is not seen on any other vehicles and offers customization in a unique and distinct way.

Other than a convertible, there are no other cars that allow you to take the roof off. However, even this doesn’t compare, because it is not exactly the same thing. 

One major draw for Jeep Wranglers is that you can choose to not have doors on either side of the vehicle. As a vehicle that is perfect for long road trips, this helps keep you cool and can save you gas from not using the air conditioner. 

Getting a natural breeze while you are driving is an experience that you only get in a Jeep, and when you go camping or to the beach during the summer, this is an experience that you don’t want to miss out on.

Many people love this feature, which is why it is a popular option. And, it offers a driving experience while behind the wheel. 

Aside from doors, there is a long list of Jeep accessories that you can also consider for an upgrade.

Verdict on Wrangler pricing

Though the price of a Jeep Wrangler might seem expensive for what it is, you need to look a little closer to see all of what you’re getting with this vehicle.

With the off-roading capabilities and the added equipment and materials, you are actually getting a good deal for this vehicle. 

Comparing this vehicle to trucks that are used for similar purposes, you will see that they use more gas, don’t offer the same amount of customization, and would cause you to pay for many of the equipment additions to match the capabilities of the Jeep. 

Even if these two vehicles were similar in price, you get more for your money with the Jeep, and you won’t need to upgrade anything to get the features that you want. 

So, in comparison to other vehicles, it might be a bit more but it comes with all you need. 

Conclusion on why Jeep Wranglers are so expensive

A Jeep Wrangler is a great vehicle for many reasons, and the price reflects all the work put into making this incredible vehicle.

With this car, you can go anywhere you want, and the four-wheel-drive will get you there and back safely. 

So, don’t let the price tag scare you, if you like the Wrangler, it will be worth your while to purchase it. 

Frequently Asked Questions (FAQs)

How long do Jeep Wranglers usually last?

Most Jeep Wranglers last between 100,000 – 200,000 miles before experiencing serious issues. However, their use and attention to maintenance will have a major impact on their longevity.

Are Jeep Wranglers worth the money?

For those seeking fun off-road experiences, the Jeep Wrangler is hard to beat. However, if your primary use of the vehicle will be in non-four-wheel-drive situations, then it may not be your best option.

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Zach Reed

Hi, I'm the founder of! Having owned a wide variety of vehicles in my life, I was astounded at how hard it can be to find answers to common automotive questions. Rather than sit idly, I decided to create this website to help others!