Repair-It

It's surprising to see the Wrangler sneak in to the top 15. I don't remember it as being a big seller.

It is a big profit center. By percentage, I wouldn't be surprised if markup was HIGHER than on some pickup trucks.

There's plenty of Wrangler rental vehicles. Those are "sales", right?

That’s true. Also, many rental companies command a big premium to rent a Wrangler even though it’s not that great as a rental.

Also, many rental companies command a big premium to rent a Wrangler even though it’s not that great.

FTFY

As much as I hate the Tacoma (and I do), the Tacoma makes way more sense as a personal vehicle/daily than a Wrangler.

I will say one thing I guess. Their bumper sticker was right - I don't understand.

Of course the Tacoma makes more sense as a daily. The Wrangler is a niche vehicle. It is like a sports car. It is not great at everything, but if you want the niche it is good for, you can deal with the setbacks.

The Wrangler can drive on the street and maintain driving speeds, and has some cargo space (groceries, normal stuff that doesn't require a truck). It is also an off road vehicle and you can take the doors and top off, and people like that. It wasn't made to haul lumber or whatever you would do with a truck. Neither is a compact car, but they still sell those.

A sports car can't go off road, but is better for driving on the road, but not good for hauling lumber, and maybe doesn't have a back seat.


The sports car will beat the Wrangler 0-60 and on the track, and the Wrangler will beat the sports car on the trail.


Variety is good.