CNN Reports:

As car buyers in every market segment turn to smooth-riding, car-based, crossover SUVs, Jeep has a new hit on its hands. But it's not the small Compass on-roader.

It's the new four-door Wrangler Unlimited. And it is definitely not a crossover. The Wrangler is a serious, no-compromise piece of off-road machinery that can, if you want it to, run errands and take the kids to school, too. But it's not really designed for that.

Crossovers ride smoothly, like cars. The Wrangler doesn't. Crossovers are quiet. The Wrangler isn't, especially on the highway. Crossovers don't have rollover cages, removable doors and windshields that can fold down and strap to the hood. The Wrangler does.

When Consumer Reports tested it, the Wrangler Unlimited earned a score of 17 out of a possible 100, the lowest score for any current model. The magazine also noted the Wrangler's "dismal fuel economy."

It did well in the Consumer Report's standardized rock-climbing test, however.

"Off-road capability remains extremely impressive," the magazine said in its April issue.

But while sales of other truck-based SUVs plummet, the Wrangler Unlimited is scrambling off dealer lots.

Days-to-turn, a measure of how long, on average, a vehicle sits unclaimed at dealership, is 20 for the Wrangler Unlimited, according to data from the Power Information Network. For the average vehicle overall, days-to-turn is well in excess of 60.

For DaimlerChrysler (Charts)'s Chrysler Group as a whole - that includes Chrysler, Dodge and Jeep brands - the Wrangler Unlimited's success is even more remarkable. The average days-to-turn for Chrysler Group vehicles is 106 days, according to the automotive Web site Edmunds.com.

Toyota (Charts)'s FJ Cruiser, another serious off-roader but with more attention to design, is nearly as successful in terms of days-to-turn, but it sells at half the volume of the Wrangler. Jeep sold 9,240 Wranglers of both the two- and four-door types in February, an increase of 63 percent over the same month in 2006.

Pricing also shows the four-door Wrangler's strength. In the six months since it was introduced, the average price paid for a Wrangler Unlimited has gone up, not down, according to the Power Information Network.

"It's very rare that the price of a new model goes up," said Tom Libby, an analyst with Power Information Network.

While it's common for a new or redesigned vehicle - the Wrangler Unlimited is something of both - to sell well in its first four months, said Libby, the Wrangler Unlimited continued to do well into its fifth and sixth months on the market, the sign of a vehicle that's really struck a chord in the marketplace.

"I think it shows the strength of the Wrangler name," said Libby.

The Wrangler (the name replaced "CJ" in 1986) is a direct descendant of the versatile World War II vehicles that gave the entire Jeep brand its name. Although Jeep has changed corporate hands a few times since VJ Day in 1945, it has stayed largely true to its core image as a maker of off-road vehicles.

Besides the Wrangler, other new Jeep offerings are hewing to overall market trends.

The large, truckish Jeep Commander is selling poorly, as are almost all larger truck-based SUVs. The small Compass, a car-based crossover that is not intended for off-road use - Even Jeep was finally forced to follow that market trend - had been doing well when it was first introduced last summer. It has cooled off already, however, and now sells about as well as most cars, according to Power Information Network data.

So far, Wrangler sales, which are strong overall, have trended two to one for the four-door Unlimited over the classic two-door version. And the two-door Wrangler has a days-to-turn figure of 36, a very low number but much longer than the four-door.

"Bringing that four-door out really brought in a whole new market," said John Plecha, director of marketing for Jeep.

Older buyers with families can now own a Wrangler, he said, whereas practical needs would have forced them into something else before.

It remains to be seen whether these new buyers will fit the mold of the traditional Wrangler customer. Unlike other SUV buyers, most Wrangler owners actually use their vehicles the way its engineers intended. Sixty percent take them off-road.

Nice article. I love Wrangler 2-doors. I think the 4-door versions are just plain ugly. I don't know why adding two extra doors made is so, but there just is something "off" in the stretched look of the 4-door.

Someone who works in my building bought a 4-door Wrangler. I see it every day in the parking lot. Proportionally, it just doesn't look right. I think it was a bad idea. I also think that 4 doors defies the whole Wrangler ethos. I don't like it.

I've only ever driven Wranglers. My first was an '89, my current is a '97.
I really like the 4 door. I wouldn't buy one. Mostly because I don't have a need for a 4door Wrangler, but I still like them.

Someone who works in my building bought a 4-door Wrangler. I see it every day in the parking lot. Proportionally, it just doesn't look right. I think it was a bad idea. I also think that 4 doors defies the whole Wrangler ethos. I don't like it.

You have to be kidding.:confused: Building a four-door Wrangler was the best thing they have done in a decade.
I once was a proud owner of a 2dr Wrangler but it just wasn't big enough with a family, even as a 2nd vehicle. I have always wondered what the average time that someone owns a Wrangler is? It seems like a good idea at the time but I think very often people trade them in because of lack of room.

We own a Commander and a 99 Cherokee XJ and I really thought I wanted a Patriot. The more I look at the Wrangler Unlimited the more I want one.

It the best selling Jeep right now and I think it will prove to be a very good seller for them.

I hate the look of a 4 door Wrangler.

We bought our Wrangler because of the purpose and styling, certainly not for the room or gas mileage. It's a fun vehicle and iconic in its basic style that hasn't changed too radically in decades.

Everytime I see the 4 door, I have to look away. If they had made a 4 door and named it something else, I might not have as violent a reaction, but I'd still hate it.
There is just something so "wrong" about the Wrangler name on it. It's like "New Coke" ;)

And for the record, we've owned ours for over 4 years.

I hate the look of a 4 door Wrangler.

We bought our Wrangler because of the purpose and styling, certainly not for the room or gas mileage. It's a fun vehicle and iconic in its basic style that hasn't changed too radically in decades.

Everytime I see the 4 door, I have to look away. If they had made a 4 door and named it something else, I might not have as violent a reaction, but I'd still hate it.
There is just something so "wrong" about the Wrangler name on it. It's like "New Coke" ;)

And for the record, we've owned ours for over 4 years.

The market for 2dr SUV has been shrinking since the late 80's. Unless I am missing one the Wrangler and FJ Cruiser are about the only ones left. Yes, there will always be some who will want the 2dr. thank goodness as I would hate to see it go away.

I guess it is just a fluke then that the Unlimiteds are selling so well.????

Don't get me wrong when I say this because I love the Patriot but some really question whether a real Jeep should of been built on a CAR platform. Is a four door Wrangler worse than that?

Yes. ;)

I don't knock anyone for buying the Unlimited. It's personal preference, for sure. It meets a need in the marketplace. I guess some of us just don't like it.

I think the thing that ruins it for me is the front end, it looks like a Wrangler. I see that, and I expect it to be followed by the familiar short wheelbase body. When those extra doors pass by, I just don't like them.

I also do not like the extended 2 door Wrangler. But that's just me.;)

The market for 2dr SUV has been shrinking since the late 80's.
Specifically due to the US import tariffs on SUVs. In order to save Chrysler/Jeep's plummeting marketshare in the SUV market the US government instituted a 2.5% import tariff on 4-door SUVs but a 25% tariff on 2-door models. The Suzuki Samurai, Mitsubishi Montero, and Isuzu Trooper (as well as Toyota and Nissan offerings) were all eating Jeep's lunch during those years. Once the tariffs hit, the 2-door SUV import market dried up overnight. THAT is when Jeep started to really raise prices on the Wrangler.

Unless I am missing one the Wrangler and FJ Cruiser are about the only ones left. Yes, there will always be some who will want the 2dr. thank goodness as I would hate to see it go away.

I guess it is just a fluke then that the Unlimiteds are selling so well.????
Sort of. Contrary to the belief of the "suits" in the auto industry, there IS a market for a no-nonsense, no-frills, 4-door SUV. The Unlimited is selling so well because the only other no-frills 4-door SUV is the H1. If they offered a no-frills version of the Patriot 4x4 (minimal plastic, no carpeting, spartan interior, Wrangleresque interior, etc) for $13,000 it would be an even bigger seller. IMO anyways. :)


Don't get me wrong when I say this because I love the Patriot but some really question whether a real Jeep should of been built on a CAR platform. Is a four door Wrangler worse than that?
I see what you're saying... frankly, in the short time that I've been around the online Jeep scene, the whole "real Jeep" snobbery is really turning me off.

"I see what you're saying... frankly, in the short time that I've been around the online Jeep scene, the whole "real Jeep" snobbery is really turning me off."


Talk about snobbery try reading JPMagazine. They hate anything other than a Wrangler.
I have only owned one Wrangler, all the rest four door Jeeps. I love all Jeeps (maybe I just "like" the Compass not love it). Jeep has a great lineup right now including the Patriot and Unlimited.

"I see what you're saying... frankly, in the short time that I've been around the online Jeep scene, the whole "real Jeep" snobbery is really turning me off."


Talk about snobbery try reading JPMagazine. They hate anything other than a Wrangler.
Thanks for the heads-up!

I have only owned one Wrangler, all the rest four door Jeeps. I love all Jeeps (maybe I just "like" the Compass not love it). Jeep has a great lineup right now including the Patriot and Unlimited.
hehe (re: Compass). I agree about the lineup. I just wish they wouldn't turn the Liberty into a Nitro. :(

Yea, I am not sure about that new Liberty yet. I will wait to pass judgement when I see one in person.
It looks like the took the same size headlight assembly that is on my Commander and stuck it on the smaller front end of the LIberty.

You have to be kidding.:confused: Building a four-door Wrangler was the best thing they have done in a decade...

What I meant was that building a 4-door Wrangler detracts from the character/mystique of the Wrangler as a "brand." Wranglers have very little room and only two doors, so when people learn you drive a Wrangler it makes a statement: it says you're single, independent, free, adventurous...

Now they go and give the Wrangler 4 doors. If you're driving one of these, you're probably married with kids. And I wouldn't use adjectives like "independent" and "free" to describe someone who must get the wife's permission every time he wants to take a trip.

There's nothing wrong, of course, with having a family. The issue is that the Wrangler has always been a single guy's car. Now it's not. And that's going to make it less attractive to it's traditional market: young, single men.

Many people say that the Patriot and the Cherokee posed the same problem. But where those just watered down the Jeep brand, the 4-dr Unlimited waters down the Wrangler name.

...I once was a proud owner of a 2dr Wrangler but it just wasn't big enough with a family, even as a 2nd vehicle. I have always wondered what the average time that someone owns a Wrangler is?...

That's the point; it's supposed to be a vehicle for the young, single, and free. Once you have a family, of course you're going to trade it in for something with more room. Now that they've made a "family" version of the Wrangler, I think it'll lessen the appeal of the Wrangler to it's traditional market. Young single guys don't want to drive the same vehicle as older family men.

With the introduction of the 4-dr version, the Wrangler loses some of it's cachet. It used to be that when you told someone you drove a Wrangler, they'd assume you were a free-spirited adventurer. But that's no longer necessarily so. Now you might me an old, married guy with kids. The younger generation doesn't want to be associated with that.

Besides, aren't there enough 4-dr SUVs on the market? Was it really necessary to Jeep to make yest another one?

From Jeep's standpoint, it was necessary. All you have to do is look at its sales numbers and it will give you the answer to your question.

If the younger generation doesn't want to be associated with the Wranger (and I'm not sure where you get your information), then they can go buy any number of other SUVs. It would be interesting to see the breakdown in buyers' demographics of both the two and four door Wrangler.

Your generalizations just don't make for convincing discourse.

If I had a little extra cash and room in my driveway for an extra vehicle I would of keep my 2000 2 DOOR Wrangler. It's not about being male, young, single and free. My wife drove it with my kid in back!

It's not like the got rid of the 2dr they just gave us an option.

The 2dr also got bigger this year.

It you look at a mid 60's-70's CJ maybe the guy driving that was male, young, single and free spirit but over the last 20 years driving a Wrangler just meant you were willing to put up with a noisy and bumpy ride while you had your A/C blowing, cruise control set and listening to a your factory CD player.

Lets' face each young generation wants more and more comfort and options.
You can't go back. You might as well give them what they want in a vehicle or they will go elseware

With the introduction of the 4-dr version, the Wrangler loses some of it's cachet. It used to be that when you told someone you drove a Wrangler, they'd assume you were a free-spirited adventurer. But that's no longer necessarily so. Now you might me an old, married guy with kids. The younger generation doesn't want to be associated with that.
The whole "free-spirited adventurer" mystique associated with the Wrangler is an outdated fantasy that was destroyed when Jeep produced Wranglers with all of the creature comforts and plenty of plastic inside and out. How much of an adventurer can you be if you have heated leather seats and air conditioning? ;)


Besides, aren't there enough 4-dr SUVs on the market? Was it really necessary to Jeep to make yest another one?
No, there aren't enough SUV models on the market...because they all fall into 3 basic categories. The popularity of the Unlimited (and to a lesser extent the Patriot) is proof that there is demand for a no-frills SUV.

Jeep is just catering to that demand. It would've been nice if they produced a flat-fender version of the Patriot and kept it at the low end... but they didn't and that is one reason why the Unlimited is so popular.

But once again we see an arbitrary line being drawn between which vehicles are in the "true Jeep spirit" and which are not.

...then they can go buy any number of other SUVs...

Gee, I can't think of any other 2-door SUVs that are still being sold.

...The 2dr also got bigger this year...

Yeah, and they also eliminated the 4-cyl engine option.

...But once again we see an arbitrary line being drawn between which vehicles are in the "true Jeep spirit" and which are not.

Well, I wasn't necessarily making a statement regarding what I think true Jeep spirit is; I was moreover stating what I thought most Jeep traditionalists believe about true Jeep spirit. Obviously, I don't agree with them; otherwise I wouldn't be interested in a Patriot as my next vehicle! I know I'll probably get laughed at by 2-dr Wrangler drivers because I'm an old guy driving a car-based FWD Patriot. But, I do believe that Jeep is alienating some of their market; I know some Wrangler owners who look down their nose at any 4-door Jeep.

While some Jeep enthusiasts are alienated, I know quite a few people, who previously didn't give Jeep a second look, who are now considering buying one because of the WU's four doors. While not having statistics, I would venture to say that Jeep is welcoming back a significant percentage of FORMER owners with the Jeep Unlimited.

We're considering canning the minivan for either a 4d wrangler or the patriot. I really like the looks of the machine compared to the old wranglers. I've found several sahara's at local dealer ships but not one rubicon unlimited. We looked at a completely loaded sahara (mygig even) Sunday...really nice ride. Funny thing is the wifes tired of fitting in with all the other moms at the clinic. The 4D wrangler is actually her idea.

I think the 4 door wrangler is absoulutly amazing and If I had more money, I definetly would be getting one of those. But I am incredable excited to be getting an '08 patriot at my ripe age of 18.

[QUOTE=Rottenbob;7878]
so when people learn you drive a Wrangler it makes a statement: it says you're single, independent, free, adventurous...
Now they go and give the Wrangler 4 doors. If you're driving one of these, you're probably married with kids.
The issue is the Wrangler always been a single guy's car. Now it's not.
It used to be that when you told someone you drove a Wrangler, they'd assume you were a free-spirited adventurer. But that's no longer necessarily so. Now you might me an old, married guy with kids.
QUOTE]

Driving a Wrangler, whether it be 2 or 4 doors, still means your advantorous and free minded.
If your driving a 4 door, it dosen't mean you have a family. Maybe your just very social and that you take your friends on trails/camping, or around town. The people in the front seats should not be the only ones in the vechicle that are comfortable, while the people in the rear are cramped. A 4 door makes it a lot easier on your friends.
In my school class, four kids had wranglers, and three of them were girls so it's not a single guys car, it's a single persons car no matter what sex.