Why are Jeep wranglers so expensive?

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We love the Jeep Wrangler because it opens up hobbies and lifestyles that other SUVs don’t offer, but why are Jeep wranglers so expensive? Well, we take a look at what is making the Jeep Wrangler prices skyrocket over the past few years.

Jeep is a reliable brand that has made a name for itself, since the first military Jeep wrangler in the year 1941, Jeep has remained one of the most iconic SUVs in the market, and we have embraced it as an extension of our personality as we shift to the more outdoor type of people who love adventure.

For these reasons, Jeep expanded to the civilian car market and has 12 different trim and configurations of the Jeep Wrangler, we love them for their off-road capabilities, rugged look, and their inspiring sense of nature, this is without compromises such as poor fuel economy, horrible handling capabilities, and expensive aftermarket parts and accessories, despite this factors, Jeep Wrangler prices are over the roof today whether you are buying a brand new Jeep Wrangler or a used Jeep Wrangler.

Why are Jeep wranglers so expensive

So, why are Jeep Wranglers so expensive?

Jeep Wranglers are so expensive because the demand outstrips the supply, value-added on used Jeep Wranglers creates a high resale value, and lastly, Jeep Wranglers have an emotional attachment as an extension of our personality creating an emotional value.

Why are new Jeep Wranglers so expensive?

To explain what is happening to the prices of new Jeep Wranglers, we have designed a simple infographics image below that explains the current rising of new Jeep wrangler prices in economical terms of demand and supply.

Why are Jeep Wranglers so expensive? > demand and supply of jeeps chart, the law of economics shows that jeeps are in high demand but the supply of jeeps is low increasing the prices of jeeps in the market
Jeep Wrangler Supply and Demand Chart

From the infographics image above, the demand for Jeeps is rising (1), the demand for Jeeps is attributed to the changing lifestyle of Americans who are now more adventurous than before, on an article published by the New York Post 76% of Americans consider themselves adventurous, Jeep targets this market segment with their lineup of Jeep wrangler models.

However, there is a shift in the supply of the quantity Jeep can produce to meet this demand as illustrated in the infographic arrow (2), this is because of the shortage of vehicle manufacturing parts the biggest problem being the shortage of microchips, seating foams and plastics which is widespread in the auto industry.

The shortage of vehicle manufacturing parts has caused a rise in the cost of producing Jeeps, (3), at the old prices (4), this has led Jeep to increase the prices of Jeeps (5), to meet the same desired profits and cost of production (6) at a new point of equilibrium (7) where the demand matches the shift of supply.

Now you understand why new Jeep Wranglers are so expensive, but why are Jeep Wranglers so expensive when used?

Why are used Jeep Wranglers so expensive?

We did conduct a Survey as shown in the table below, we grouped our Jeep Wranglers’ owners in buckets of 10 people who own a specific Jeep Wrangler Model (e.g., 10 People who own a Jeep Wrangler Sahara, 10 People who own a Jeep Wrangler Rubicon, etc.), and the following were the results that helped us get right to the answer of why are Jeep Wranglers so expensive when used:

Jeep Wrangler model You OwnMSRPHow much would you sell your JeepWhy that selling Price
60% Would sell their Jeep 40%+ more than they bought itJeep Wrangler Sahara$39,715                40% More than the MSRPCustomization features
70% Would sell their Jeep 35%+ more than they bought itJeep Wrangler Rubicon$43,265                35% More than the MSRPCustomization features
57% Would sell their Jeep 25%+ more than they bought itJeep Wrangler High Tide$50,835                25% More than the MSRPCustomization features
55% Would sell their Jeep 20%+ more than they bought itJeep Wrangler Willys   $39,865                20% More than the MSRPCustomization features
55% Would sell their Jeep 20%+ more than they bought itJeep Wrangler High Tide$50,835                20% More than the MSRPCustomization features
50% Would sell their Jeep 20%+ more than they bought itJeep Wrangler Sahara Attitude$38,010                20% More than the MSRPCustomization features
65% Would sell their Jeep 10%+ more than they bought itJeep Wrangler Sport$32,570                10% More than the MSRPEmotional Value
50% Would sell their Jeep 10%+ more than they bought itJeep Wrangler Sport S$36,765                10% More than the MSRPEmotional Value
50% Would sell their Jeep 5%+ more than they bought itJeep Wrangler Sport Attitude$38,010                5% More than the MSRPEmotional Value
65% Would sell their Jeep 5%+ more than they bought itJeep Wrangler Willys$39,865                5% More than the MSRPEmotional Value
60% Would sell their Jeep 9%+ less than they bought itJeep Wrangler Sahara Attitude$43,310                9% lower than the MSRPDepreciation Value
60% Would sell their Jeep 9%+ less than they bought itJeep Wrangler High Attitude$51,375                9% lower than the MSRPDepreciation Value
Here is a table explaining why are Jeep Wranglers so expensive

According to car buzz, Jeep Wranglers are one of the most customized SUVs in the world, we did our research on the costs of customizing a Jeep wrangler and the figures were way above the MSRP of new Jeeps. Owners of Jeep Rubicons and Sahara’s have highly customized their Jeep wranglers because they are the most desirable Jeep models for off-roading, this has increased their used prizes when customized, it’s very hard to find a Jeep Rubicon or Sahara that is not customized.

The costs of used Jeeps parts for customization have also risen through the roof, as OEM parts are more preferred by Jeep owners who don’t want to void their Jeeps warranty. This answers the question of why are Jeep Wranglers so expensive in the used auto market.

We should also consider the fact that Jeep owners have emotional attachments to their Jeeps, this is common in Jeep trims and configurations that are tailored to meet the daily driver, such as the Jeep Wrangler sports, and Willy’s lineup that is tailored to meet the lifestyle demands of their users, these models are more comfortable from the factory as they sacrifice on off-roading Jeep parts to suit the daily driving experience of Jeeps, and they are the favorite of families cars just because they are comfortable.

It’s important to mention that Jeeps hold their value very well, because Jeep Wranglers hold their value very well, due to their low depreciation value of 9.2% compared to other SUVs. Jeepers are high-income earners, and for these reasons, they understand and buy Jeeps as assets and consider them as an investment, for example, a more expensive Jeep Wrangler High attitude retails at an MSRP of $51,375, and its depreciation after five years is only 9.2 percentage, meaning that they will only lose $4,726 of their MSRP, retailing at $46,649.

Now you understand why are Jeep wranglers so expensive.

Conclusions.

Buying a brand new Jeep Wrangler is expensive, this is due to the rising costs of production and the shortage of manufacturing parts, the cost of a used Jeep is also expensive because of the customization of Jeeps, the emotional attachment of Jeepers to their Jeep wranglers, and the low depreciation of Jeeps at 9.2% compared to other SUVs.

Here is a video explaining the prices of various used Jeep Wranglers, and an explanation of why are Jeep Wranglers so expensive based on upgraded features, miles, tires, aftermarket parts, etc:

James Ndungu - Jeep Runner Writer

Author: James Ndungu

James is an Automotive Service Writer, I4WDA certified trainer, Jeep enthusiast, and shop owner specializing in Jeep parts, accessories, and Electric Vehicles Charging Station Installation services. His interest and first-hand experience in electric vehicle charging technology motivated him to achieve certification through the Electric Vehicle Infrastructure Training Program (EVITP).

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