Jeep Wranglers NEVER Needed Steep Discounts — WHY Are Their Prices And Resale Values Imploding?

We continue to keep an eye on the latest, all-new Jeep Wrangler. Dubbed the JL, we've noticed several things particularly interesting about the latest gen model.

First, while its new design brought a more refined package, overall, it struck us as a bit too femme. While we were initially pumped for a pick-up truck variant, thanks to the Easter Jeep Safari concepts of previous years, the production Gladiator has some funny proportions and angles.

Second, we've been keeping track of both the JK and JL Wranglers. Simply put, the JK has stronger values whereas the JL has been weak from the get go.

Last, but not least, we've started to see an influx of advertisements from local dealers offering quite a bit of cash on the hood for an all-new Wrangler. Here's the thing, though: Wranglers NEVER needed steep discounts before — especially in SoCal.

That said, I am left wondering: WHY are the JL Wrangler's price and resale value imploding?

valhallakey - 6/26/2019 1:09:19 AM

+5 Boost

I would guess from some of the people I know that have recently owned them, they either loved them or hated them. A lot of the haters thought they were getting a hip SUV and had no idea that a Jeep does not ride or drive like an SUV. They have certainly improved a lot in refinement etc... over the last 20 years or so but they are still a Jeep and not a cool alternative to an X3. Anyways I would guess there were quite a few people out there who made that same miscalculation during the rise of the SUV era which then created a glut of used Wranglers when they figured out they were not a Minivan made to look tough(er).

leroisF40 - 6/26/2019 2:13:01 PM

0 Boost

You statement could not be more true. I've owned several Wranglers over the years and currently own one. If you know what you are buying and know the good and bad characteristics you'll be happy. In Australia, when ever I turn up on 4wd adventures with my mates they all always want to challenge my Jeep because of its off-road abilities. Has always astounded them but I always tell them, on road theirs will all be more comfortable and give better fuel economy. But I buy Jeep's because I use them off-road.

skytop - 6/26/2019 2:51:13 AM

+1 Boost

The JL Jeep is the "Jeep Lady" model.

TomM - 6/26/2019 7:07:28 AM

0 Boost

1 - Jeeps reputation for rugged and reliable vehicles has taken a major hit - making competitors often more desirable
2 - THere are simply more and more competitors in the various Suv/Cuv categories - splitting the sales more than before
3 - Jeep itself has raised its prices on many higher level vehicles and customers are balking at the prices
4 -There is greater advertising in the segment as well as Manufacturers either discontinue cars - or de-emphasize them.
5 - WE are heading into an industry wide - worldwide slowdown - as virtually all manufacturers have seen their sales reduce

When Kia and Hyundai enter a segment with a competitive product is some ways - THose dealers are accustomed to having to put the BANK on the hoods of their vehicles to sell them - and they do it - that is how they are set up. SO - where a Thousand or Two was once the norm - NOW - we see FCA put 20% of MSRP on the Hoods of the new RAM - and advertise that on TV. And once that is in place for a while - it becomes the new NORM. So- the companies raise the prices (Certainly Jeep has- especially on higher end ones) - and make it look like you are getting a bargain - when in fact you are still paying more than before.

MDarringer - 6/26/2019 8:29:14 AM

+1 Boost

The reason for the cash on the hood is very simple. FCA is overproducing all of their lines and claiming them as sales because they are allocated to dealers even though they are parked on lots. When FCA was looking to merge--I assume they still are--they pushed out a lot of cash to reduce inventories to get them more in line. We've been able to come off the price of Rams $20K without a blink.

scenicbyway12 - 6/26/2019 10:41:29 AM

+4 Boost

There too much damn money to begin with.

Truthy - 6/27/2019 1:06:51 PM

+1 Boost

Prices have gotten too high - $50 K for a Wrangler?/
Also two Jeeps, the Compass and the Cherokee that are roughly the same size and price plus the Renegade which is is the same price range. They need to reconcile their portfolio by replacing the Grand Cherokee with something more compelling and adding to the top of the range. I have been reading about a new Grand Wagoneer for years.