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While there is some rhyme and reason for why cars, trucks, and SUVs cost so much right now, that doesn’t make it any better. Vehicles like many Jeep SUVs are more popular than production allows for. That means the Jeep Wrangler Unlimited sometimes remains more than 30% over MSRP. Even though that is true, there are many more reasons to buy the Jeep Wrangler than there are not.

What does Unlimited mean on a Jeep Wrangler?

Another Jeep Wrangler Unlimited Rubicon 392
2023 Jeep Wrangler Rubicon 392 | Jeep

Simply put, the Jeep Wrangler Unlimited has four doors instead of two. This version is more popular for some shoppers with a family or just needing the extra set of doors. While the two-door Wrangler is still very popular, the Unlimited is the one to get—four doors mean more seating, more cargo room, and just generally a larger SUV.

When iSeeCars looked at 13 million new vehicles, the Wrangler Unlimited was the vehicle priced the highest compared to the MSRP. MSRP, or the Manufacturer Suggested Retail Price, is the price for which the manufacturer has suggested the item be sold. The Wrangler Unlimited has an average MSRP of $41,966, but the average cost is $54,970. That puts the Unlimited 31% over the suggested price in some areas.

In 2023, the average new car is about 8.5% over MSRP. Many times, this is after a dealership market or some other adjustment that adds to the original number. When demand outweighs supply, as it has for the last few years, many cars remain over MSRP.

Why is the Jeep Wrangler Unlimited so expensive?

The Jeep Wrangler Unlimited Rubicon 392
2023 Jeep Wrangler Rubicon 392 | Jeep

On the full list, the Jeep Wrangler Unlimited is one of 20 cars, trucks, and SUVs priced furthest above MSRP. Many options are luxury vehicles that don’t have big production numbers. Sales data show that the Jeep SUV was $13,004 over MSRP in many cases. Similarly, the Cadillac CT4-V was $13,906 over MSRP, and the Porsche Taycan sometimes jumped $20,000 or more.

ModelAverage MSRPAverage Price Paid$ Difference
Jeep Wrangler Unlimited$41,966$54,970$13,004
MINI Hardtop 2 Door/4 Door$29,632$37,237$7,605
Genesis GV70$45,568$56,974$11,406
Cadillac CT4-V$58,716$72,622$13,906
Porsche Taycan$101,970$124,577$22,607
The Jeep Wrangler Unlimited remains overpriced

There were no other Jeep SUVs on the list of overpriced vehicles. People are willing to pay more for the Wrangler Unlimited for a few reasons, such as its off-road capability. Jeep SUVs tend to hold value well among other Jeep enthusiasts, and some of the most popular versions have smaller production numbers.

What should you get instead of the Jeep Wrangler Unlimited?

If the Jeep Wrangler Unlimited is too much work, there might be another option priced closer to MSRP. The Jeep Grand Cherokee L has an average MSRP of $52,358, but the average cost is $53,318. That’s less than 2% away from what the automaker suggested. Jeep offers the Grand Cherokee L as a longer-wheelbase model, adding more passenger and cargo space.

Unfortunately for shoppers, the Jeep Wrangler Unlimited probably won’t decrease in cost anytime soon. There are more than 10 trim levels to choose from, from the Sport, Rubicon, and all the way up to the top-of-the-line trims—some of those inch toward $80,000. The four-door options are big sellers, and the higher cost also makes sense if there are fewer to go around. Jeep offers the Wrangler in a wide range of configurations so that it can fit into the lives of more shoppers, and the fact that people are willing to pay more for that is all the proof the automaker needs.


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