Ford Bronco Pressure Forces Jeep to Slash Wrangler Prices
The iconic Jeep saw sales increase in 2025, but the Bronco narrowed the sales gap which led to the Wrangler prices being reduced.
For the Jeep enthusiast this is mostly good news. For Stellantis, not so much. According to a report by Bloomberg, which was shared by Autoblog, Jeep Wrangler prices are getting significant decreases this year. That is not a typo. This is not a price increase, but a decrease. With prices of just about everything rising every day, this is welcomed news for Jeep fans. But Stellantis may have been backed into a corner by their rivals at Ford. And the new lower pricing will likely eat into profit margins.
Sales of the Jeep Wrangler increased by 11 percent last year. From 151,163 in 2024 to 167,322 in 2025. That is a solid gain, especially given all of the economic uncertainty. However, the Ford Bronco has significantly closed the sales gap to the Wrangler.
To prevent being overtaken by the Ford, the Wrangler will be cheaper to buy this year compared to last year. And the overall price difference can be significant. That is because it is not just the MSRP that it is being slashed, but also option package prices. The result could be thousands of dollars in savings. Great news if you are shopping for a Wrangler right now. But you might want to punch the air if you just bought a Wrangler last month.
Four-Door Wrangler Sport S
The starting price for a new four-door Wrangler Sport S is now $42,495. And that already includes the $1,995 destination fee. That results in a price reduction of $1,350 compared to the model previous year. It is also worth pointing out that the new price undercuts the Ford Bronco Big Bend by $495 as it starts at $42,990.
The Jeep needs to compete on price to stave off the Bronco sales charge. In 2024, Ford sold 109,172 Broncos. In 2025, sales jumped to 146,007. So, the sales unit lead of nearly 42,000 Wranglers in 2024 shrank to a much slimmer 21,315 sales lead in 2025.
New Option Pricing
The Wrangler prices change even more dramatically when you look at some of the options. If you wanted to bundle options such as LED lighting, all-terrain tires, and a heated steering wheel and seats that would have cost about $9,400.
Now it is a $5,000 difference. The Sky Slider roof is now offered for just $995 from roughly $4,000.
Giving Back to Customer
“We did this on every car. This is us giving back to the customer the things that make Jeep Jeep,” Bob Broderdorf, Jeep’s chief executive officer told Bloomberg. We will certainly take the price cut. But we also lose something in the deal. The 4xe plug-in hybrid powertrain is no longer available on the Wrangler or the Grand Cherokee.
We can speak for everyone, but most folks are probably happy to make the trade for lower pricing, even if the hybrid is no longer an option. Will these price cuts work? Let’s see where the Bronco and Wrangler sales end up at the end of the year.
Photos: Stellantis
You must be logged in to post a comment.