Jeep will die if there is no Wrangler.

Without Wrangler, there is no Jeep!

We paid $54k for our brand new 2021 rubicon unlimited with options. That same spec in 2024 is almost $70k. Absolutely NOT worth the price increase.

Wranglers are not selling because they are to expensive. The old formula was simple, affordable and relatively reliable. Not one of those traits can be attributed to modern Wranglers. Owning 6 Jeeps in my life, 4 of those being Wranglers….I appreciate only the ones made before 2006. Jeep needs to go back to the TJ series and bring back the simplicity and reliability of that generation. Just add enough modern features to make it legal in 24 and beyond. Skip the EV and make it light with a modern 4cyl.

The biggest reason Jeep is dropping in sales is the price. A Rubicon 2 door starts at nearly $50K! Jeeps used to be cheaper cars. I bought a top of the line Jeep Sahara with the “big tire & wheel package” in 1997 and it was $23K. A base Sport 2 door today starts at $32K.

These European executives at Stellantis are completely weak and clearly don't know the American market. It's so sad to see how they ruin everything they touch.

Nobody wants to pay for a $80k Jeep anything.

Wrangler sales are down due to prices. They have become ridiculously overpriced. I’m a Wrangler fan and have had CJ, YK, JK but they have become out of my price range now. Please don’t kill the Wrangler or even change it, but just make it affordable. Keep it a simple off-roader.

Wrangler sales are down because it has gotten too damn expensive!

The price of all vehicles has gone up to the point of craziness

Its the pricing. Wranglers are too expensive (as are most vehicles now).

The real sales issue with the wrangler is the pricing on them currently.

Two words Stalantis + greed 😅

How about building a plain Jane Rubicon? No center screen, no digital anything, just buttons and knobs, no turbos, no ev tech whatsoever, no carpet or fancy trim, and price it affordably; Jeep won't be able to keep them on the lots.

Think the Jeep looks GREAT and doesn't need a big "redesign" - it's iconic. But it does need big changes with the power trains and bring new capabilities to the platform, especially with the electrification brought on by 4xe. Jeep needs to really think through how people want to use these vehicles when going on their various adventures.

Jeep is pricing themselves out can’t afford one now

Just 5 short years ago I custom built a 2019 JL Rubicon manual with about every check box selected I could… 45 grand out the door! I love driving it every day. I think the lack of power compared to competitors and obscene prices are what’s eating away at those sales.

I think Jeep needs to build a less expensive vehicle that sits below the Wrangler that can go off road. It doesn't have to be as capable as a Wrangler but it needs to be cheaper. They should look to do a modern day CJ3.

Bottom line, most people don’t have $60k-$70k+ to dump into a stock off-road vehicle, that’s why new Wranglers and Broncos are sitting on car lots. Jeep and Ford are pricing themselves out of the “weekend warrior” market where folks want a daily driver they’re not afraid to bash up a bit. Unless you’re rich, most people can’t afford to chance damaging their band new off-roader when they’re already $70k+ in the hole.

It all comes down to price. Overpriced don't sell as we can see with the RAM trucks and new Tacoma.

Price is the problem with jeep as some one who bought two 21 Willy’s it’s almost 10k more for the same equipment today

just give us the Suzuki jimmy and be done with it....

Most manufacturers sales are down. Stellantis in particular because they are way overpriced, and of questionable quality.

Bottom line is at the high price JL once we mod the jeep everyone is just going to hold on to them and not upgrade. They are losing repeat business at these prices

The problem with Wrangler is it used to be a spartan vehicle. Tires, wheels, axles, frame, powertrain, tub, and top. Capable of going anywhere, the driver pointed it. Now, and this is where the problem lies, Wrangler is so bloated that it's unrecognizable. What is the point of buying a vehicle that has removable doors and then equip said vehicle with power mirrors, power windows, and power door locks? Wrangler needs to ditch that which is unnecessary while still leaving all the off-road goodies that we enjoy.

What an outrageous hypothetical….

I bet if they lowered the price on the Wrangler which is overpriced, they would sell more units.

$42k for an entry level Jeep!?!? We just bought my wife a platinum pathfinder AWD for $48k. I know it’s not as capable as a Jeep but it’s 100x more comfortable to be in.

It’s simple they raised the prices way to high!

Wrangler sales are down bause they are charging outrageous prices even for base models.

They need to de-content the wrangler to bare bones and sell a true base model. No screens, no power options and heck even throw in a NA 4 cylinder.

I agree with your opinion that the market needs a $35k Wrangler. Look at Ford’s success with the Maverick!

Jeep already came out with a new model... the Jeep REPO

Wrangler is supposed to be a cheap off roader. It is not cheap plus doesn't help all the dealers keep the 4xe on the lots.

Stellantis: "Here Toyota, hold my beer".

Jeep without Wrangler is like McDonald's without Big-Mac.

issue is the price. 54k for a two door rubicon is funny

Ill stay with my 97 TJ. Its fun to drive and will do 90 percent of what the new jeeps do and its cheap to repair.

If someone has spent the cash to kit out their current Wrangler and it is still fairly trouble free do you want to do it all over again on a new vehicle?

No it is not. The biggest issue is still final pricing at dealerships. Base models are priced 5-10 k above MSRP still.

I will say that stellantis is not that dumb to discontinue a vehicle that is actually popular / profitable, oh wait they are they already dropped the charger, the 300 and the challenger. So I wouldn't put it past then to drop the wrangler! ! But once of the biggest reason as to why the wrangler is not selling gear is that 10 years ago that was the only off roader with 2-4 doors so Jeep got last and complacent! And really did anything to really update it and keep it fresh! So fast forward 10 years and now so many more vehicles that are filling in that segment that for the longest time only the wrangler use to fill! Without help really updating the power train and body to keep it really fresh I see that the wrangler sales will continue to drop

Jeep sales are primarily down due to high prices and inflation. If the Wrangler changes significantly, Jeep will die. Jeep needs a low priced, base Wrangler that can be upgraded with options such as lockers and 35's. Jeep's desire to compete in the Land Rover high price space is a mistake. Sure, you can have a luxury model, but the majority of Jeep models need to be reasonably priced and off road capable. I do believe the leadership doesn't understand the American market place, and they have made the mistake of removing American leadership and replacing them with people who dont understand the market here.

I think The price of new cars/trucks is crazy for average people I need to upgrade my truck but I can’t afford it right now because Interest rates are so high

The new vehicle prices are so stupid high and on top with high interest rates that is a recipe for disaster for any car maker.

Seems like Jeep is turning into a premium luxury brand. Ending the Wrangler would be like Porsche discontinuing the 911. It is the brand's identity.

I'm 60 and have purchased two new vehicles in my lifetime. A '96 Ram 1500 4x4 and an '12 F-150 XLT 2WD. I only buy used vehicles today. I just don't see the value in spending $50k+ on a new vehicle. That said, I love watching your channels. I also love the dynamic duo of Tommy & Kase.

If the wrangler was all V8 through the lineup at the same price points it would sell like hotcakes and the used market would be flooded with the old V6 models. No one wants a 4Xe.

These days you have to check your option boxes and order them from the factory to get the base models. It does suck that buying off the lot is a thing of the past….

Just make a jeep that is like the suzuki jimny. No one is going to care if the inside is full of plastic and has manual everything if the price is 30k

Ha that won’t happen that would be JEEP brand suicide

It’s a great time to be a car enthusiast, if you have lots of money. The average person is not spending frivolously right now, just slow down production until the economy improves.

5:33 I agree that Broncos are close to Wranglers, but I’ve seen a greater percentage of Broncos broken on trails than Wranglers.

Wrangler sales are down because they keep raising the price!

In 2019, I found a fully loaded 2018 JLU stuck on the lot with a sticker of 47K and got the dealer down to 38K. Its still an amazing vehicle and I love it. I cant even imagine paying 70-80K for a Wrangler.

Wranglers aren't selling because the price is too high. A base Wrangler unlimited with the auto transmission and hard top (the way most people would buy it) is like $52k MSRP. I did a cursory search on autotrader and they've got those priced at like $10k under MSRP to get them to sell. Because there's absolutely no way a vehicle like the Wrangler is worth north of $50k when it doesn't even come standard with things like blind spot monitoring, built in garage door opener, adaptive cruise control, or heated seats (all things my wife's Mazda CX5 came standard with like 4 years ago, at $26k MSRP). I'd hope the Wrangler doesn't lose its solid front axle, and maybe offering a variant with an IFS would be better. I seriously doubt Jeep will discontinue the Wrangler, however. They just need to realize that people can't and won't pay $60k for a Rubicon. The price of a new Rubicon alone is likely responsible for the lower sales.

Stallantis has stated if they do sell well, Adios. That includes Wrangler.

The Jeep sales are merely settling back to normal. 2021-2023 was an insane buying frenzy, bounceback from Covid austerity, followed by a sharp uptick in interest rates. The whole auto industry saw a similar drop in sales this year - the only exception was Toyota and that is because they throttled sales the last 2 years very heavily creating year long waitlist to order a car, meaning they could have sold a lot more the last 2 years.

Weird how Wrangler sales are inversely correlated with price increases. Actually, not weird.

Well, if they would adjust their pricing and dump the hybrid engines they would sell more vehicles. $70K for a Rubicon is stupid expensive for most people.

Jeep raised it's prices by almost 20%, and hey, their sales are off. Hmmm.

Problem with the wrangler number is that all that is on lots are 4xe i havent seen 1 turbo or v6 on a lot and people don’t want the 4xe

Part of the problem is for what you get the prices are too high! Stellantis is pricing Jeep out of the market!

You guys nailed it you took all the words out of my mouth there's nothing I can say.

Didn't jeep already said that they wasn't gonna kill the wrangler when they first showed off the recon.

Recently go a Jeep and love it. While shopping around I drove a 2024 Bronco and it was like driving a U-haul van on the road. Jeep JL was way better plus had nicer features at similar cost. I think you guys answered the main reason for JL sales drip midway through the vid- it's the cost of Jeeps but also all cars post-pandemic is way too high! People are keeping their older models running well and saving from super costly upgrades. Plus like you also mentioned minimal refreshes reduce incentive to pay to upgrade for existing JL owners. I think if the 4xE had a longer range than 25-30 miles of electric range, say at least 45-65 miles, that would give a major reason to upgrade.

I watch these videos because I love information and at one time I worked on Jeeps at a dealer for several years. I personally can't stand straight axles unless I off road every day. I rather have Independent suspension all around and drive on the streets. Who can or will spend 50-100k and these Jeeps off road unless you have money to throw away.

I bought a brand new JLUR in March of 2018 for right over $40k that has leather, LED lights, cold weather, and a hard top (sticker was $49k but I got it from a high volume dealer near the last day of the month). While you can’t spec a JLUR the exact same way today, the most comparable is between $65k-$70k. I tell people all the time, I wouldn’t be able to reasonably afford a new JLUR, and I’m a mid-career professional in middle management at a large corporation. How does Jeep expect to sell these vehicles? The reality is, the current prices are a response to the immense inflation in the vehicle markets due to supply chain shocks and Covid stimulus. The problem is, by the time Jeep raised their MSRP, the demand had already softened and now there’s so much supply they will have to discount heavily. My local Jeep dealer is barely moving any Wranglers AND they have a line of 20-30 of them unprepped (still with plastic wrap) sitting behind their building that don’t fit on the lot. And that’s before the 2025s start arriving in a few months. With sales down 21% YoY, those Wranglers may be sitting a very long time.

I’d be interested in a comparison of the last model mid-cycle refresh numbers to include % of price increase and profitability. Speculation here, but I imagine the Wrangler to be more profitable now with the price hikes even with less units. Great content as always.

The price is key. I want a grand wagoneer but with the prices going so high it’s not worth it rather just buy a used Chevy or ford and save 50k

I think the side by side market has killed the possibility of a cheap wrangler.

I just went into the Jeep and Ford configurators and built a "comparable" (as much as I could) Wrangler and Bronco. The Bronco is more expensive. Plus, there are currently some manufacturers incentives with the Wrangler and Stellantis dealers seem more willing to deal than are Ford dealers right now. What pops out for me is the difference in drive trains. I question the durability of the Ford turbo engine versus the tried and true Pentastar. Plus, I assume that the Wrangler has a ZF transmission; which, in my mind is a better choice than Ford's. So, is the Wrangler over-priced? Absolutely! But, so is the Bronco; probably more so.

Definitely agree on the lack of enthusiasm to upgrade from an early model JL to the 2024. We did purchase a 24, but solely because we wanted to change to a Wrangler from a Gladiator. The power seats were a big plus though.

Holy cow. Never thought I'd agree with Tommy about the ifs at aight axle jeep debate haha. As a full time master tech and a owner of a 2024 Ford bronco that I ordered I do fully agree with Tommy. I made my decision on the bronco over the jeep primarily due to the maintenance, long term issues, and the drivability of the straight axes on the jeep. To each their own but I've been able to make it everywhere my jeep buddies have and had a much easier drive to the trail vs them 🤷‍♂️

Got my 2014 jk for $36000 , decently equipped. Payed it off and will not be buying another one if these prices stay this high

I’m curious what older two door Jeeps are and how affordable. Kase and tommy well done incredible job

I could tell you my 2024 Wrangler Rubicon XR is absolutely AWESOME!!! I’m literally amazed every time I drive it. The Off-Road capability is simply mind blowing! The new sound deadening and infotainment system along with the beef up full floating rear axle was a nice upgrade for me!

From a sales perspective, I think it’s crazy Jeep hasn’t introduced an IFS off roader. Dropping the wranglers solid axle platform is crazy. Too many of us on 37’s, 40’s, 42’s, doing axle swaps, and actually using them. But for the 90% of owners that slap on 35’s and put ducks on their dash, an IFS setup will much better serve them. Cut down the number of options on the SA wranglers and watch the sales skyrocket.

I haven't purchased a new Wrangler since the TJ Apex in 2004. I refuse to pay the prices these cars are today. I have a 2020 Willy's now but I purchased it used in 2023 for about half of what the sticker was and with only 40k on it.

I’m good with Recon being the soft, fancy EV with IFS and keeping the Wrangler the rock crawler with an engine : ) but would love a bare bones Rubicon/Willy’s without all the fancy stuff that we can afford and are not afraid to take off road.

I’ve always dreamed on owning a Wrangler. But they are too expensive and very unreliable.

All have gone up, i bought a 23 bronco badlands loaded for 52k, with the coupon bring a day one res holder, same spec in 24 is 68k. Thats crazy..

Part of the 2024 Wrangler “refresh” was the price “refresh” AKA as a price increase. The Wrangler use to be the capable off road vehicle that didn’t break the bank. I am sure the price increases have resulted in the sales decline.

I’m surprised the rear diff lock on the ‘24 Willy’s wasn’t enough to move more numbers. Seemed like a huge upgrade. I think price is the main issue honestly

Stellantis shot its self on the foot, The Jeep Wrangler has a weak old engine, You have to pay extra for stuff that should come as a standard equipment, Example on Rubicon you pay extra to get 35 inch tires and steel bumpers and soo! Unrealistic Prices! EV’s are garbage no one wants them.

I feel like what ever redesign they do to the wrangler is gonna be a let down. Me personally think the jl is the best looking generation out there.

The problem is the pricing not the public or the vehicle

Keep the solid front axle, the trails out here in colorado dictate the need for articulation and some roll overs on black bear pass with the broncos have largely been because of lack of articulation.

They didn’t even add a full digital gauge cluster that stuff is standard on most cars these days.

As for the Wranglers down going trend, I personally think they have priced most of their buyers out, especially now that they have to share market place with the Bronco. Great discussion 👍🤗

We just got a 2024 wrangler 4 door Willys for 44k. That edition now comes with a rear locker and slightly bigger tires.

Was looking to trade-up in April & test drove a 2024 Ford Bronco 2 door Badlands with the 7 speed, a 2024 Wrangler Rubicon, & Wrangler Willys 4xe. I asked about a 2024 2 door Rubicon manual but it was minuimum 6 grand more than the Bronco; so I went with the Bronco. For a year, I owned a 2019 Jeep Wrangler Sport with the 3.6L & 6 speed but there was no torque at low RPM and on a windy highway, I had to constantly shift to maintain speed. The Bronco 2.3's turbo provides great torque even in 6th gear on a windy highway. Change the oil a bit more often and reliability should be similar to 3.6L or better.

8:15 Ordering a Wrangler is the way to go. I purchased a 24 Rubicon X JLU with a $75,000 sticker for $64,000 OTD before trade.

Thats like Apple discontinuing the iPhone. They cant. It’s their bread and butter.

My friends in Kentucky just traded their 4XE in after getting hit with a NEW, HIGHER EV tax.

Historical, Jeep was always neutral between “soft” and “Hard” remember the models in jeeps line up was a Wrangler (originally not called that) and Jeep “Sation wagon “ (later to be known as the Wagoneer) the station wagon wasn’t really a rugged mobile as the wrangler. So no, Jeep isn’t getting soft. Wrangler, gladiator and Trail Hawks are the benchmarks for off-road capability. But you still need to cater to your other half, the Luxury Grand Cherokee Compass Wagoneers ( are we forgetting they are the originator?)

Bronco owner here, IFS system is weaker than solid axel. If I had the choice to do it over, I would buy the 392JL.

It comes down to money! They are asking way too much on the sticker. In my area, they are offering 11k off of sticker to try to move them. If they can take that much off for a promo, they didn't need to overprice them to begin with!

The reason sales are down is quite simple. Prices are up and it's not justified. Getting rid of the the key differentiator, the solid axle, will kill the brand

I can't afford the price of an EV, I can't charge an EV at home, can't afford the insurance on an EV & there's only two places to charge an EV in my town....one of those is for Teslas. Is electric the only technological option we have for the future? Ugh

Amen. Case in point is the Willys price increase. What once was the value deal is now a cynical joke. And what’s w/ the across the board 4K increase for automatics?