Jeep Slashes Wrangler Prices as Ford’s Bronco Gains Ground

Jeep Makes Room in the Budget

The Jeep Wrangler posted an 11-percent year-over-year sales increase in 2025, but its longtime archnemesis, the Ford Bronco, has been steadily closing the gap – ending the year significantly closer to the Wrangler than in their 2024 sales matchup. Now, Stellantis appears to be looking to sustain that momentum by cutting prices.

According to a report from Bloomberg, the four-door Wrangler Sport S now starts at $42,495, a figure that already includes the $1,995 destination fee. That price represents a $1,350 reduction compared to the previous model year. It also slightly undercuts the Bronco Big Bend, which carries a starting price of $42,990.

Reworking the Option Sheet

Jeep has also reduced the cost of certain options. A bundle that includes LED lighting, all-terrain tires, and a heated steering wheel and seats is now priced at $5,000 – down sharply from $9,400. Meanwhile, the Sky Slider, a motorized canvas roof designed for open-air off-roading, is now offered for just $995 from roughly $4,000.

According to Bob Broderdorf, Jeep’s chief executive officer, the latest pricing strategy is intended to reinforce the brand’s core identity and appeal. “We did this on every car,” Broderdorf told the publication. “This is us giving back to the customer the things that make Jeep Jeep.”

The timing of the price reductions appears fitting, especially as the average transaction price of a new vehicle in the United States has climbed to around $50,000. Whether this revised strategy will strengthen the Wrangler’s position – and perhaps slow the Bronco’s rapid gains – remains to be seen.

However, moving forward, the Wrangler, along with the Grand Cherokee, will no longer be offered with Stellantis’ 4xe plug-in hybrid powertrain.

A Bet on Affordability

For reference, Jeep sold 151,163 Wranglers in 2024 before improving that figure to 167,322 units in 2025. The model also recorded a 3-percent sales increase in the fourth quarter of 2025 compared to the same period a year earlier, even as several automakers posted steep declines during the quarter. The Ford Bronco, meanwhile, sold 109,172 units in 2024 and surged to 146,007 units the following year.

Aside from the Wrangler, Jeep continues to compete across multiple segments of the SUV market with the 2026 Grand Cherokee and 2026 Cherokee. Dealer shipments of both models have already begun this year, with a particular focus on updated powertrains. Notably, the Cherokee gains a new 1.6-liter turbocharged hybrid engine, which the automaker claims can deliver a driving range of up to 500 miles.

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