Stellantis Jacked Up the Jeep Wrangler’s MSRP $2,905 and Hoped You Wouldn’t Notice
There’s a major shakeup going on at Stellantis. The automaker recently cut six budget-friendly models to maximize profit. It also jacked up the Jeep Wrangler’s MSRP by nearly three grand. But when buyers went elsewhere, and stock value plummeted, the automaker slashed the price of certain trims to boost sales.
The Jeep Wrangler MSRP jump for 2026 was $2,905
The 2026 Jeep Wrangler price increase was steep. Like Rubicon trail steep. The manufacturer jacked its MSRP up $2,905 in one year.
Don’t be fooled: Jeep is still proudly advertising a $32,690 MSRP for the Wrangler on its website. But the catch is that price requires you find back-inventory of 2025 model year SUVs. And getting out the door for $32k would require finding a Wrangler on a lot at a dealership ordered in an absolute base spec. But dealers never configure SUVs that way.
Toggle over to the entry-level 2026 Wrangler, and a two-door starts at $35,595. For everyone keeping track at home, the Wrangler’s price just skyrocketed $2,905. That’s a huge jump for a vehicle without a significant mechanical or visual redesign.
That number is also before Stellantis’ mandatory $1,995 destination fee. The fee includes both vehicle prep and shipping, but is the same at any dealership across the country. Add it all up, and a two-door, soft-top Wrangler on steel rims costs more than two Nissan Versa sedans.
Jeep is reducing certain Wrangler trim and package costs
Even though Jeep is increasing the entry-level Wrangler Sport’s MSRP, it is slashing the price of other items. The Jeep Wrangler Sport S now costs $1,350 less, for a starting MSRP of $42,195. Want to add a package with all-terrain tires, LED lights, heated seats, and a heated steering wheel? In 2025, that would have cost you $9,400. In 2026, it’s just $5,000 flat.
The Wrangler’s sales have been declining year-over-year. It rolled out the above incentives during the final quarter of 2025 and saw a big sales bump. The year ended 11% up, for 167,332 sales total. This 2026 MSRP increase is a dramatic about-face from Jeep’s Q4 2025 strategy. I suspect Stellantis had it in the works for a year or more. We’ll have to wait to see what the price increase does for 2026 sales.
