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Vehicle prices are actually starting to come back down. The Jeep Wrangler is the latest SUV that’s cutting prices. The 2024 Jeep Wrangler is adding more value as well with the addition of more standard features.

How much does the 2024 Jeep Wrangler cost?

The 2024 Jeep Wrangler starts at $31,995 and the $1,895 destination fee brings the total starting price up to $33,890. The 2023 Wrangler has the same starting price even though the 2024 Wrangler is rocking an updated mid-cycle refresh.

It would make sense to charge more for all of the tech, style, and functionality upgrades, but Jeep is trying to help customers out by battling inflation.

Also, the Global Jeep Brand CEO, Antonio Filosa shared that while battling inflation, the discounts across the entire Jeep lineup are also to battle a market share drop in the United States.

The Wrangler sold 181,410 models in 2022 and only moved 155,491 units in 2023. That’s a year-over-year decrease of 25,919. However, the Wrangler still outsold the Ford Bronco. Models like the Jeep Gladiator face larger declines.

2024 Jeep Wrangler models off-roading
2024 Jeep Wrangler models | Stellantis

Plus, the refreshed Wrangler adds $3,000 worth of goodies. It has a standard 12.3-inch infotainment screen with a better resolution that prevents glare if you remove the top or doors.

The antenna is now built into the windshield to prevent getting snagged on trails. New side curtain airbags protect the cabin and higher trim levels have available water-proof power adjustable seats.

To improve comfort, the Wrangler features redesigned air vents to keep you cool and bolstered with more sound-absorbing materials.

The grille is a bit shorter to incorporate space for an available factory-installed Warn winch. Plus, the Rubicon has a stronger Dana 44 solid axle with space for larger tires.

Other standard features for the entry-level Wrangler Sport model include foglights, tow hooks, skid plates, air conditioning, 17-inch steel wheels, wireless Apple CarPlay/Android Auto, and manual windows/locks.

Do you think adding value without increasing the price is enough to improve Wrangler sales? Or is it still too expensive?