Why Are Jeep Wranglers So Expensive? (11 Reasons Why)

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Bruce Coleman

Bruce Coleman is a diesel mechanic and car tester with 20 years of experience. He's a member of various vintage car clubs, and he loves restoring old motorbikes.

Jeep Wranglers do not exactly have the best reputation when it comes to on-road navigation and fuel efficiency, among others. Nevertheless, Jeep Wranglers remain extremely popular.

If the Jeep Wrangler’s fame perplexes you, then you will be reasonably dumbfounded by the price of Jeep Wranglers. Why are Jeep Wranglers so expensive? Here is what I found!

Why Are Jeep Wranglers So Expensive?

Jeep Wranglers are expensive because they have iconic status as a WWII vehicle that is extremely efficient on off-road trips. Jeep Wranglers still possess an excellent reliability score and are among the vehicles with the lowest collision losses, according to the IIHS. Jeep Wranglers have a fully customizable body and an impressive resale price.

If you are interested in learning more about the history and brand equity of Jeep Wranglers and the many features that make Jeep Wranglers expensive, keep on reading!

1. Jeep Wranglers Have An Indisputable Historical Value

Jeeps have their place in history, specifically in World War II, when Jeeps were used to transport goods, people, and anti-tank weapons more efficiently.

Moreover, Jeeps were also used as ambulances and machine gun mounts. In their own way, Jeeps contributed to the defeat of the Axis powers.

Therefore, this immense historical value is carried over to Jeep Wranglers, giving the brand a boost in the market and increasing the Jeep Wrangler’s selling price.

2. Jeep Wranglers Is A Reputable Model

Jeeps are excellent because of their iconic status as a critical vehicle in WWII. Since the conception of Jeep Wranglers, they have been topping charts in terms of reliability.

In 2022, Jeep Wranglers have an 83 over 100 reliability score, which is why, despite the Jeep Wrangler’s poor ratings in some areas, Jeep Wranglers continue to sell well.

Moreover, Jeep Wranglers have tenure and continually prove themselves to be one-of-a-kind models. For this reason, Jeep Wranglers can be priced higher than other cars.

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3. Jeep Wranglers Are Cheap To Insure

Car insurance is a significant expense for most car owners, so it matters a lot that Jeep Wranglers are cheap to insure.

Further, one of the leading reasons for this is that the Jeep Wrangler is much safer than other models. Additionally, repairing Jeep Wranglers is affordable.

Finally, the Insurance Institute for Highway Safety includes Jeep Wranglers in the list of vehicles with the lowest collision losses.

Therefore, considering the long-term savings you will enjoy by purchasing a Jeep Wrangler, it is reasonable for Jeep Wranglers to be expensive.

4. Jeep Wranglers Are Customizable

Jeep Wranglers have a fully customizable body, which is a feature that buyers expect from a Jeep. In fact, customizing Jeeps can be considered an industry in itself.

Also, if you cannot customize a Jeep Wrangler by yourself, plenty of companies specialize in this kind of work.

Then, once you have your Jeep Wrangler customized, it takes on an entirely new value, and you will understand why car owners are attached to their Jeeps.

Further, this customizing capacity brings an immense value to car ownership, which influences Jeep Wranglers’ high cost.

5. Jeep Wranglers Can Handle Rough Terrain

5. Jeep Wranglers Can Handle Rough Terrain

Jeep Wranglers are widely known for their impressive off-roading capabilities, primarily because few car models have the same reliability when traversing rough terrain.

Moreover, owning a Jeep Wrangler makes off-roading easier even for newbies.

For example, you can use Jeep Wranglers for camping, going to the beach, and crossing shallow bodies of water.

Therefore, with a vehicle that you can trust on busy city roads and in treacherous topography, Jeep Wranglers just have to be sold at a higher price than other car models.

6. Jeep Wranglers Come With Great Features

Jeep Wranglers are relatively spartan in looks compared to most car models. Fortunately, you buy Jeep Wranglers for their aesthetics and other compelling features.

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For example, some of these include the Jeep Wrangler’s Dana 44 axles, lockable front and rear differentials, high ground clearance, integrated roll bars, and tight turning radius.

Generally, Jeep Wranglers are packed with features that are rarely seen together in other models, and this is one of the main reasons Jeep Wranglers are sold at a high price.

7. Jeep Wranglers Are Lacking In Competition

Over the past few decades, there have been attempts to create car models to compete with the Jeep Wrangler’s practical appeal.

However, none of these models have managed to dethrone Jeep Wranglers, especially when it comes to off-roading.

Therefore, Jeep Wranglers have virtually no competition in their class, giving Jeep Wranglers the right to demand higher prices.

8. Jeep Wranglers Boost Your Reputation

While Jeep Wranglers do not possess the sleekness of a Bentley or a Ferrari, Jeep Wranglers can boost your reputation, especially after it has been customized.

Typically, people who drive Jeep Wranglers are perceived as adventurous, tough, athletic, and possibly laid-back.

Mainly, this is because Jeep Wranglers are designed and marketed to people with these traits, and it is intended to look and feel cool.

When you buy a Jeep Wrangler, you are not just buying the car itself but also the reputation that comes with it. Consequently, this makes the Jeep Wrangler expensive.

9. Jeep Wranglers Are Easy To Maintain

Jeep Wranglers are incredibly easy to maintain. That said, you will not need any special equipment or procedure to keep your Jeep Wrangler in top shape.

Also, standard maintenance work like transmission fluid changes and oil changes are cheap and simple to perform.

Moreover, Jeep Wranglers have a generic and straightforward design.

Mainly, this has to do with the Jeep Wrangler’s sturdy built and uncomplicated structure despite all the features and technology it comes with.

10. Jeep Wranglers Are In High Demand

COVID-19 lockdowns prevented numerous families, organizations, and individuals from vacationing freely for nearly two years.

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So, now that COVID-19 restrictions are much looser, people are taking outdoor trips into their own hands by purchasing equipment, and one of those is the Jeep Wrangler.

That said, Jeep Wranglers are excellent long-term investments for families and individuals who do not want to take risks with group travels just yet.

Therefore, with the higher demand for Jeep Wranglers, it is expected that Jeep Wranglers will sell at a higher price than usual.

11. Jeep Wranglers Resell At A Remarkable Price

If you have to give up your Jeep Wrangler in the future, take comfort in the fact that Jeep Wranglers have one of the most remarkable resale values.

In fact, Jeep Wranglers received an award from Automotive Lease Guide in 2018 for this. Unlike most cars, Jeep Wranglers deteriorate more slowly and can be easily restored.

Naturally, this makes Jeep Wranglers an excellent investment and, therefore, worthy of a hefty price tag.

To learn more, you can also read our posts on why Land Cruisers are so expensive, why BMWs are so expensive, and why Volvos are so expensive.


Jeep Wranglers have everything you can want from a car: tenure, sturdiness, off-roading capabilities, and reliability in on-road and off-road settings.

Granted, Jeep Wranglers are not aesthetically impressive, but they are fully customizable to suit your preferences.

Moreover, Jeep Wranglers are cheap to insure and maintain and can guarantee a great resale value should you sell yours in the future.

So, when you consider all these amazing features, it makes perfect sense that Jeep Wranglers are expensive.


  • Bruce Coleman

    Bruce Coleman is a diesel mechanic and car tester with 20 years of experience. He's a member of various vintage car clubs, and he loves restoring old motorbikes.

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