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2016, 2017 Jeep Wrangler Prices: MSRP vs Dealer Invoice vs True Dealer Cost w/ Holdback

Price terms Used:
MSRP What is MSRP? Invoice Price What is Dealer Invoice Price? Destination Fee Whatis the Destination Fee? Holdback What is Holdback? Dealer Cost What is Dealer Cost?
Note: The Jeep Wrangler price report below does not include rebates or incentives.
View Jeep Rebates and Incentives.

2016 Wrangler Sport 2 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 17 MPG - Highway 21 MPG)
MSRP
$23,895
Invoice Price
$23,507
Destination Fee
$995
Holdback
$717
Dealer Cost
$23,785
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2016 Wrangler Sahara 2 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 17 MPG - Highway 21 MPG)
MSRP
$29,995
Invoice Price
$28,641
Destination Fee
$995
Holdback
$900
Dealer Cost
$28,736
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2016 Wrangler Rubicon 2 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 17 MPG - Highway 21 MPG)
MSRP
$33,195
Invoice Price
$31,585
Destination Fee
$995
Holdback
$996
Dealer Cost
$31,584
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2017 Wrangler Sport 2 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 17 MPG - Highway 21 MPG)
MSRP
$23,995
Invoice Price
$23,651
Destination Fee
$995
Holdback
$720
Dealer Cost
$23,926
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2017 Wrangler Sahara 2 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 17 MPG - Highway 21 MPG)
MSRP
$30,445
Invoice Price
$29,104
Destination Fee
$995
Holdback
$913
Dealer Cost
$29,186
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2017 Wrangler Rubicon 2 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 17 MPG - Highway 21 MPG)
MSRP
$33,645
Invoice Price
$32,048
Destination Fee
$995
Holdback
$1,009
Dealer Cost
$32,034
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Price Tip:
To avoid overpaying on a new Jeep Wrangler, price shop online first. Get up front prices before you walk into a dealership. We recommend the following free services;
These services will offer you the lowest prices and supply you with multiple competing price quotes. You will know the best price before you visit the dealer.
Jeep Price Guides::
2016 Jeep Wrangler Overview:
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How to Calculate The Dealer Cost of a Jeep Wrangler

Formula for Calculating Dealer Cost:

  • Example: Base Jeep Wrangler invoice price + the dealer Invoice price of all the options + destination - Holdback = Total Dealer Cost.
  • What is Holdback? A hidden amount that manufacturers give back to a dealer. It is a percentage of the MSRP or the Invoice price.

Total Dealer Cost (calculated above) + Taxes / Licensing Fees - Rebate / Incentive = True Cost (You can get rebates and incentives here)

Note: All Jeep Wrangler Prices above are approximate amounts. Prices are subject to change without notice.

A note about rebates: Most rebates are subtracted from the "on the road" figure. In most cases, you can have the rebate if you are arranging your own financing or you are paying cash. If you decide to use the manufacturer’s low interest financing, you do not usually get the rebate. Ask your dealer for details.

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