Last month, we reported on Jeep’s strange decision to limit its allocation of gas-powered Wrangler SUVs in 14 states. You can still buy a gas Wrangler in those states, but only by special order. Now, there is already pushback from potential customers. This is setting the stage for the Ford Bronco, available in all forms everywhere, finally taking over the No.1 SUV sales slot from Wrangler. 

The reason for Jeep’s decision was based on how states that follow California Air Resources rules count overall brand emissions. As parent company Stellantis is not part of the initial block of manufacturers forming an alliance with California, it decided to shut off, or at least limit, Wrangler gas sales to CARB states. 

What are the 14 states with Jeep Wrangler allocations?

The 14 states that use the CARB framework to establish manufacturer emissions are California, Colorado, Connecticut, Delaware, Maine, Maryland, Massachusetts, Minnesota, Nevada, New Jersey, New York, Oregon, Pennsylvania, Rhode Island, Vermont, Virginia, and Washington. You’ll notice there are 17 states. That’s because three were added as of the end of this May. 

Now, as we all know, choice and availability are prime motivations when it comes to purchases. Several automotive analysts told Automotive News that this Wrangler allocation isn’t a good move on Jeep’s part. Many people order the exact car or truck they want. But many also will walk into a dealership and light on a particular vehicle they see. They end up driving out with the car. Without the availability of alternatives to the Wrangler 4xe, many will walk across the street and look at Broncos. 

Is the reason for Jeep Wrangler allocations confusing buyers?

Some buyers are confused about there not being gas-powered Wranglers on the lot and what it really means. So, now the dealer’s salesforce must educate potential buyers before the normal sales process can proceed. That creates an extra roadblock to sales. 

That also opens doors for potential Bronco conquests. Right now, Ford Broncos are only slightly trailing the Wrangler in sales. While Bronco sales rose 38% in Q1 2023 at 32,430, the Wrangler fell 17% to 37,971. So whether you’re on Team Wrangler or not, the numbers are going the wrong way for Jeep at a time it should be trying to shore up sales volume to maintain its lead. 

Now, there are plenty of reasons why considering a Jeep Wrangler 4xe over a gas-powered Wrangler is to a buyer’s advantage. It has both more power and more torque than a gasser. And with eSave, you can build up electricity for times when you might want to go all-electric, like in sensitive outdoor areas. For buyers faced with waiting months for a Wrangler or buying a Bronco, the Wrangler 4xe is not a consolation.