Jeep is raising the price of the all-new 2018 Wrangler JL by $750. The news comes on the heels of the brand’s February sales report, which saw the off-road-oriented Wrangler sell 15,936 units for the month—a 17-percent increase compared with the prior February.
With so much metal moving, it seems Jeep found it an opportune time to cash in, and a sum of $500 has been added to the price of every Wrangler model with an additional $250 added to the SUV’s destination charge. As a result, the least-expensive Wrangler JL will now set customers back $28,940. Those looking to save some coin can continue to get their hands on the cheaper previous-generation Wrangler, which Jeep still sells as the Wrangler JK. Like the all-new Wrangler JL, the Wrangler JK’s destination charge rises by $250, so it now starts at $25,440.
While we already found the 2018 Wrangler JL quite pricey before Jeep added an additional $750 to the tab, we can’t blame the brand for cashing in on the model’s success. After all, Mercedes-Benz and Toyota sell similarly capable off-road vehicles for more than double the price of the Wrangler. Although the Jeep is a more wieldy tool than either the G-class or the Land Cruiser, the two luxury-oriented models’ relative success in the field of high-priced, off-road-worthy vehicles is a good sign that a $750 price increase is likely to have little to no impact on Wrangler sales volume.