How the Jeep Wrangler Evolved Into a Luxurious SUV
The Jeep Wrangler has long been a go-to SUV for those venturing off the beaten path. It can crawl over rugged terrain, cross the desert at high speeds, and ford rivers without batting an eye. Fierce yet affordable, the iconic and rugged 4×4 is entering new territory as it veers into luxury and forgets a little about its off-roading warrior past. When introducing the 2024 Jeep Wrangler in April of 2023, Jeep executives were proud to describe just how far the model had come over the years.
These days, the Wrangler includes all the modern necessities one would find on a regular SUV– 12-way power adjustable front seats, advanced safety technology, contrast accent stitching, a 12.3-inch touchscreen, thicker carpeting for a quieter ride, and an acoustic front glass. While updates like these can seem minuscule, the reality is that for a vehicle as rugged and as off-road-oriented as the Wrangler, these upgrades were no small feat as they required extensive engineering to get just right. Senior Vice President and Head of Jeep North America Jim Morrison explained:
“Driver’s can now have water up to their knees and still have a power seat.”
To keep Jeep owners happy, the Wrangler must continue to evolve and be able to match other rugged off-road models which encroach the segment it currently dominates. In order to remain competitive, the Jeep Wrangler has to be as good on the road as it is off it.
“The new inclusion of power seats truly speaks to who Jeep’s real customer base is: affluent people. 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,” said Ed Kim, President of Consulting Firm AutoPacific when in conversation with ABC News.
As the model’s popularity continues to grow, so do options, trims, and price. Jeep has steadily rolled out special editions throughout the years, and 2023 is no exception with the introduction of two 20th Anniversary Editions– the Jeep Wrangler Rubicon 4xe and Jeep Wrangler Rubicon 392. Even though production was capped at 3,000 units, Jeep saw both SUVs sell out within 24 hours. Because the model has a notorious high residual value, a Wrangler is often seen as an investment. Additionally, part of the Wrangler’s appeal is the aftermarket scene, where buyers can take personalization and performance even further by altering and enhancing their Wrangler SUV.
“The Wrangler has long been an aftermarket favorite–you buy it and immediately do a lift kit on it, add big wheels and tires. A whole industry was built around the Wrangler. Jeep saw an opportunity to do customization at the factory. Rubicons now come with the best off-road gear already installed,” added Kim.
By cutting out the middleman Jeep opted to bring in its aftermarket spectacle in-house, and thus began the newly-cemented tradition of delivering over-the-top Wrangler vehicles. Interest is there, so there’s no reason Jeep won’t keep innovating when it comes to the Wrangler.
The Jeep Experts here at Hollywood Chrysler Jeep know that aftermarket parts can easily become confusing to tackle on your own, but the upside to this is that they’re more than capable and willing to help with all of your aftermarket needs. Schedule a service appointment online today or reach them via phone at (954) 251-0943.
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Photo Source/Copyright: Stellantis