Why Is the Jeep Wrangler Still So Popular?

Quick Facts About the Jeep Wrangler

• Today’s Wrangler is directly descended from the 1940 Willys Quad, widely used by U.S. troops in World War II.
• The Chrysler Corp. acquired American Motors Company in 1970, primarily for the Jeep brand.
• When appropriately equipped, the Wrangler remains the dominant off-road vehicle in its class.

Despite serious pressure from the reincarnated Ford Bronco, sales of the Jeep Wrangler remain strong. Jeep sold 181,409 Wrangler SUVs in 2022. This was down roughly 11% from 2021, but still impressive. For example, the Ford Bronco had 117,437 sales in 2022. Moreover, Land Rover, widely considered a premier competitor to Jeep, only sold a total of 56,474 units across its entire model lineup in 2022.

Every 10 years or so, Jeep introduces a new-generation Wrangler. Consequently, the current Wrangler (codenamed “JL”) was launched for the 2018 model year. Although most changes were subtle, Jeep engineers grabbed the chance to make all manner of enhancements. In fact, the update touched virtually every aspect of the Wrangler while retaining the Wrangler’s overall air and character. This has been one of the keys to Wrangler’s appeal across the decades. Jeep treats its generational changes as an opportunity to update rather than revolutionize. We aren’t going to argue with success.

• Heritage: Jeep Wrangler History
• Styling Authenticity: Jeep Wrangler Design
• Jeep Wrangler Off Road
• What You Need to Know

Heritage: Jeep Wrangler History

The Jeep Wrangler is the direct descendant of the 1940 Willys Quad prototype vehicle commissioned by the United States Army and eventually developed into the 1941-1945 Willys MB. The rugged, capable, cheap MB was everywhere during World War II. At some point, the MB took on the nickname Jeep. Therefore, how the Jeep got its name is the subject of many articles through the years. However, no theory is accepted by all. Our favorite is Army slang for “GP” or “General Purpose.” It was a designation attached to the vehicle. However, some experts trace the name back to a comic strip character named Eugene the Jeep. It’s a piece of Jeep lore; we may never know the answer.

After WWII, government-surplus MB vehicles were widely available in the U.S. Consequently, returning veterans snapped them up as cheap, reliable transportation. Capitalizing on the opportunity, the Willys-Overland company produced the 1945-1949 Jeep CJ-2A, a version of the MB engineers modified for civilian use. Its successor, the 1949-1953 Jeep CJ-3A, is widely considered “the father of recreational vehicles,” according to Jeep.com.

American Motors Company (AMC) took over production of the Jeep in 1970 and, in 1987, released the Jeep Wrangler (codenamed “YJ”). More to acquire the Jeep brand than anything else, Chrysler absorbed AMC later that year, continuing YJ production through 1996. The next generation of Wrangler, the “TJ,” ran from 1997 to 2006 through various changes in the Jeep brand’s ownership. Jeep debuted the “JK” as a 2007 model. Now part of Stellantis NV, Jeep carries on the tradition with the Wrangler “JL.”

Few vehicles have such a direct line and heritage. Therefore, even casual car fans can recognize the unique character and lineage of the Jeep Wrangler. This undoubtedly contributes to its continued popularity.

Styling Authenticity: Jeep Wrangler Design

2023 Jeep® Wrangler Rubicon 4xe Departure Concept

We often overuse the descriptor “iconic” when describing cars. But the Jeep Wrangler boasts an iconic vehicle design. The current generation maintains a rugged profile, hearkening back to its military roots over 75 years after its initial design. With the 7-slot grille flanked by round headlights, big, flat fenders and hood, fold-down windshield, removable doors, convertible soft-top or optional hardtop, and rear-mounted spare tire, the Wrangler displays a timeless design totally unique in the marketplace.

Inside, the current Wrangler has evolved. It includes levels of comfort and convenience that would stun those WWII veterans. Power windows and door locks, air conditioning, carpeting, a finished interior, and even available heated leather seats can be had on some trim levels. The civilian Wrangler has been civilized, and many drivers use their Wrangler vehicles for daily transportation without hardship. Moreover, it’s like driving a piece of design history without compromise, and that’s certainly part of the Wrangler’s popularity.

Jeep Wrangler Off Road

Jeep® Wrangler Rubicon 4xe Concept

The Wrangler really shines where the pavement ends. In the hands of a skilled off-road driver, the Wrangler can chew up trails and terrain that most other vehicles must avoid. The Wrangler has a short wheelbase, short front and rear overhangs, and great ground clearance. Consequently, it delivers impressive approach, departure, and break-over angles, making off-roading easier.

The Wrangler epitomizes Jeep life by combining a rugged transmission, solid front and rear axles, a coil-over suspension, and a 4-wheel drive. Add a list of optional performance enhancements and a robust aftermarket, and the Wrangler’s continued popularity makes perfect sense.

What You Need to Know

Some vehicles, like the Land Rover Range Rover, Toyota 4Runner, and even the Jeep Grand Cherokee, may be able to equal the Jeep Wrangler in some areas. However, no single current vehicle can match the Jeep Wrangler’s combination of heritage, design authenticity, and capability.

And that’s the answer to the question.