These days, the rugged Jeep Wrangler may seem more like a luxury ute than off-roading warrior.
The 2024 Wrangler boasts more technology, comfort and safety features than previous models.The Jeep Wrangler can ford rivers, crawl over boulders, traverse deserts and blaze through uncharted territory. Fierce yet affordable, the humble 4X4 has long been the go-to vehicle for outdoor enthusiasts.
"The new inclusion of power seats truly speaks to who Jeep's real customer base is: affluent people," Ed Kim, president of consulting firm AutoPacific, told ABC News. "These customers want the image and style of a Wrangler. For affluent customers, there has been this long and growing desire for real, rugged off-road vehicles.""Even the Kia Telluride has more rugged styling than the typical family crossover and it's been a success," he noted.
"We are seeing more demand for high-priced Wranglers," said Morrison. "Wrangler has a high residual value." "Jeep executives have talked about pushing the brand into a more premium space," Kim said. "New Wranglers are street vehicles 99% of the time. Very few customers go off-road in them."Morgan Korn/ABC News
"It remains to be seen if the prices have become too high," he said. "The Wrangler has few incentives, if any. But there's no slowing down the Wrangler. There are so few like it. The only competitor is the Ford Bronco."Morgan Korn/ABC News
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