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2016, 2017 Jeep Wrangler Unlimited 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 Unlimited price report below does not include rebates or incentives.
View Jeep Rebates and Incentives.

2016 Wrangler Unlimited Sport 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 21 MPG)
MSRP
$27,695
Invoice Price
$27,194
Destination Fee
$995
Holdback
$831
Dealer Cost
$27,358
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2016 Wrangler Unlimited Sport RHD 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 20 MPG)
MSRP
$32,495
Invoice Price
$31,706
Destination Fee
$995
Holdback
$975
Dealer Cost
$31,726
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2016 Wrangler Unlimited Sahara 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 21 MPG)
MSRP
$33,795
Invoice Price
$32,252
Destination Fee
$995
Holdback
$1,014
Dealer Cost
$32,233
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2016 Wrangler Unlimited Rubicon 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 21 MPG)
MSRP
$36,995
Invoice Price
$35,196
Destination Fee
$995
Holdback
$1,110
Dealer Cost
$35,081
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2017 Wrangler Unlimited Sport 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 21 MPG)
MSRP
$27,895
Invoice Price
$27,412
Destination Fee
$995
Holdback
$837
Dealer Cost
$27,570
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2017 Wrangler Unlimited Sport RHD 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 20 MPG)
MSRP
$32,695
Invoice Price
$31,924
Destination Fee
$995
Holdback
$981
Dealer Cost
$31,938
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2017 Wrangler Unlimited Sahara 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 21 MPG)
MSRP
$34,245
Invoice Price
$32,695
Destination Fee
$995
Holdback
$1,027
Dealer Cost
$32,663
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2017 Wrangler Unlimited Rubicon 4 door 4x4 w/ 285 horsepower, V-6 - 3.6L (6 cylinder) - Fuel Type: regular gasoline (Fuel Economy: City 16 MPG - Highway 21 MPG)
MSRP
$37,445
Invoice Price
$35,639
Destination Fee
$995
Holdback
$1,123
Dealer Cost
$35,511
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Price Tip:
To avoid overpaying on a new Jeep Wrangler Unlimited, 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 Unlimited Overview:
N/A

How to Calculate The Dealer Cost of a Jeep Wrangler Unlimited

Formula for Calculating Dealer Cost:

  • Example: Base Jeep Wrangler Unlimited 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 Unlimited 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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