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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.

Jeep Wrangler Prices - How Much is a Jeep Wrangler?

2017 Wrangler Prices: Sport 2-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$23,995
Invoice Price
$23,651
Destination Fee
$995
Holdback
$720
Dealer Cost
$23,926
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2017 Wrangler Prices: Unlimited Sport 4-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$27,895
Invoice Price
$27,412
Destination Fee
$995
Holdback
$837
Dealer Cost
$27,570
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2017 Wrangler Prices: Sahara 2-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$30,445
Invoice Price
$29,104
Destination Fee
$995
Holdback
$913
Dealer Cost
$29,186
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2017 Wrangler Prices: Unlimited Sport 4-Door 4WD Sport Utility Auto Transmission w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$32,695
Invoice Price
$31,924
Destination Fee
$995
Holdback
$981
Dealer Cost
$31,938
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2017 Wrangler Prices: Rubicon 2-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$33,645
Invoice Price
$32,048
Destination Fee
$995
Holdback
$1,009
Dealer Cost
$32,034
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2017 Wrangler Prices: Unlimited Sahara 4-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$34,245
Invoice Price
$32,695
Destination Fee
$995
Holdback
$1,027
Dealer Cost
$32,663
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2017 Wrangler Prices: Unlimited Rubicon 4-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$37,445
Invoice Price
$35,639
Destination Fee
$995
Holdback
$1,123
Dealer Cost
$35,511
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2016 Wrangler Rubicon 2-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$33,195
Invoice Price
$31,585
Destination Fee
$995
Holdback
$996
Dealer Cost
$31,584
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2016 Wrangler Sahara 2-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$29,995
Invoice Price
$28,641
Destination Fee
$995
Holdback
$900
Dealer Cost
$28,736
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2016 Wrangler Sport 2-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$23,895
Invoice Price
$23,507
Destination Fee
$995
Holdback
$717
Dealer Cost
$23,785
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2016 Wrangler Unlimited Rubicon 4-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$38,995
Invoice Price
$35,196
Destination Fee
$995
Holdback
$1,170
Dealer Cost
$35,021
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2016 Wrangler Unlimited Sahara 4-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$33,795
Invoice Price
$32,252
Destination Fee
$995
Holdback
$1,014
Dealer Cost
$32,233
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2016 Wrangler Unlimited Sport 4-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$27,695
Invoice Price
$27,194
Destination Fee
$995
Holdback
$831
Dealer Cost
$27,358
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2016 Wrangler Unlimited Sport 4-Door 4WD Sport Utility Manual w/ 3.6L Gas Engine - 6 Cylinders
MSRP
$32,495
Invoice Price
$31,706
Destination Fee
$995
Holdback
$975
Dealer Cost
$31,726
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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::
2017 Jeep Wrangler Overview:
While it may be behind the times in terms of technology features, the 2017 Jeep Wrangler is still considered by many to be one of the best go-anywhere, do-anything SUVs on the market. With an incredible nine different trim levels to choose from, the 2017 Wrangler SUV can be tailored to fit almost anyone’s off-roading needs. Wrangler SUVs are known for their all but unstoppable off-road character and their overall fun-to-drive experience. 

From the decked-out Sport model to the rugged and hardcore Rubicon edition, there's a Jeep Wrangler for almost every imaginable off-road scenario. This compact two- or four-door SUV comes in at a starting MSRP of $23,995. Although, be prepared to pay upwards of $40,000 if you’re interested in the higher-end Wrangler models.

When looking at Jeep Wrangler ratings, auto critics have some mixed reviews about this American-made SUV. While the 2017 Wrangler may be a unique off-roader that offers the top-down freedom of open air driving, the Wrangler offers relatively lackluster handling on paved surfaces, poor safety ratings and an aging design that lacks modern amenities that can be found in many of its rival SUVs. Moreover, the soft top can be a challenge to operate and offers very little in terms of overall security. 

The 2017 Jeep Wrangler includes some new additions from the 2016 model year. Jeep designers have added newly improved LED headlights and fog lights in addition to a new Cold Weather package that adds heated seats, a handy remote start and durable all-weather floor mats. Even with these new additions, you would be hard-pressed to find an SUV that is more of a blast from the past than the 2017 Jeep Wrangler.

Throughout its long and famed history, the Wrangler SUV has adhered to its original design more than any other car model on the road, and that’s why many Wrangler fanatics love this Jeep. The main goal of this off-road-friendly vehicle is to get you places that other crossover SUVs wouldn’t even dream about going. With this in mind, the Wrangler offers very few comfort amenities compared to some of its rivals. Instead, Jeep designers have put all their effort into making this one of the most rugged off-road vehicles on the market.

There’s nothing on the road today that looks quite like the Jeep Wrangler. Its boxy shape and exposed door hinges deliberately avoids the mass-market appeal of other crossovers while helping to maintain this model's traditional authenticity. Its military heritage is still blatantly apparent as well as its go-anywhere parentage. The Jeep Wrangler’s lineage is unparalleled by any other model.

Under the hood, the 2017 Jeep Wrangler is powered by a 3.6-liter V-6 engine that makes 285 horsepower and 260-pound-feet of torque. This V-6 provides sufficient low-end torque to help the Wrangler plow through off-road trails. The Wrangler can also accelerate from zero to 60 miles per hour in just about 7 seconds. Compared to most modern crossover SUVs, the 2017 Wrangler only achieves subpar fuel efficiency, with an EPA-estimated combined mileage of only 18 miles per gallon.

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 - Rebate and Incentive + Taxes / Licensing Fees = True Dealer 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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