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2020 Jeep Wrangler Unlimited Prices: MSRP vs Dealer Invoice vs True Dealer Cost w/ Holdback

Price terms Used:
MSRP | Invoice Price | Destination Fee | Holdback | Dealer Cost

2020 Wrangler Trim: 4-Door Unlimited Sport Manual SUV. Powered by a 3.6L 6 Cylinder w/4WD Gas Engine
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2020 Wrangler Trim: 4-Door Unlimited Sahara Manual SUV. Powered by a 3.6L 6 Cylinder w/4WD Gas Engine
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2020 Wrangler Trim: 4-Door Unlimited Rubicon Manual SUV. Powered by a 3.6L 6 Cylinder w/4WD Gas Engine
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Price Tip:
To avoid overpaying on a new Jeep Wrangler Unlimited, shop prices online first. Get up front pricing before you walk into a dealership. We recommend the following free services;
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Jeep Wrangler Unlimited Overview:

The Jeep Wrangler is a legendary vehicle with an iconic design. When it comes to off-road performance, few vehicles can keep up with the Wrangler. It's a truly unique vehicle among mid-sized SUVs. The removable roof and doors allow the driver and passengers to enjoy an open-air ride. The Wrangler is a great choice for the adventurous driver.

What’s New for 2021?

New for 2021 is the Jeep Trailcam. This camera is mounted up front. It helps drivers to better see the terrain while driving off-road. There are two new special editions this year. There's a unique Islander model and the Anniversary Edition.

Body Styles and Configurations

The 2021 Jeep Wrangler Unlimited model is the four-door version of the Wrangler. Most of the trim levels are available in 4X2 and 4X4 configurations. Jeep offers soft and hard removable tops for the Wrangler Unlimited. Whether you choose the Unlimited or a standard, two-door model, you still get the iconic, rugged Wrangler design that hearkens back to the World War II Jeeps.

Available Trim Levels:

The 2021 Jeep Wrangler Unlimited comes in four different main trim levels. There are also a number of special models and limited editions. When you add in the different body-styles and powertrain configurations, Jeep gives you a lot of options for customizing your Wrangler.


This is your base model that comes equipped with a 3.6-liter V6 engine. There is also an available I4 turbocharged engine for this model. You get 17-inch wheels on the outside and simple, cloth upholstery on the inside. This base model gets the Jeep Uconnect 3 infotainment system with a 5-inch color display. This system is packed with an AM/FM radio, Voice Commands, Hands-Free Calling and Bluetooth technology.

Sport S

The Sport S offers the same engine choices as before. This time around, you get some upgrades in the available comfort and convenience features. On the outside, you now get heated, power mirrors. Automatic headlights and front fog lamps are added on. On the inside, you now get heated front seats. The infotainment system gets an upgraded, 7-inch touchscreen display.


The Sahara trim level gets a set of larger, 18-inch wheels. The upholstery can be upgraded to leather trim with the Sahara logo. The infotainment system is upgraded yet again with an 8.4-inch touchscreen. This trim level also adds on a GPS navigation system and a 4G LTE Wi-Fi hot spot. The gear shift and brake handle now come wrapped in leather. You also get a Full-Speed Forward-Collision Warning and a Blind-spot Monitor.


The Rubicon comes equipped with a set of 17-inch, machined aluminum-alloy wheels. These are paired with a set of all-season, off-road tires. On the inside, you get leather-trimmed bucket seats in the Rubicon. You get the same infotainment system as before, but there's an option to upgrade the audio to a premium setup by Alpine. The Rubicon bumpers are upgraded to steel models. The interior materials are more upscale for this trim level.

Performance Stats

The standard 3.6-liter V6 engine produces 285 horsepower with a ton of low-end torque. Jeep also offers a plug-in hybrid capable of cranking out 375 horsepower. The four-cylinder, turbocharged model works in tandem with an electric motor for even more torque. This hybrid setup can go from 0 to 60 miles-per-hour in just 6.5 seconds. When properly configured, a Rubicon model with the V6 engine can tow up to 3,500 pounds.

Driving Impressions

Steering and handling are tight and accurate in the 2021 Jeep Wrangler Unlimited. Braking is smooth and strong. There will obviously be a lot of wind and road noise in a Jeep, especially with a soft top. Modern Jeeps are less stiff and bumpy than in the past which makes the Wrangler Unlimited fine as a daily driver. Driving off-road is simply a blast, whether you're slowly crawling over rocks and logs, quickly trekking through mud or even fording some water.

Fuel Economy

Fuel-economy ratings will vary a bit depending on the trim level and whether you choose a 4X2 or 4X4 model. A Jeep Wrangler Unlimited equipped with the V6 engine should see around 19 miles-per-gallon in combined driving on both the highway and in the city. The turbocharged 4-cylinder does a little better with a a combined rating of 21 miles-per-gallon.

Safety Features

Every 2021 Jeep Wrangler comes with Stability Control and ABS anti-lock brakes. There are front- and side-impact airbags for the driver and front passenger. Jeep has included seat-belt pretensioners at every seat position. There are a number of driver assists available, including Blind-Spot Monitoring, Forward-Collision Warning and Adaptive Cruise Control. There is also a Rear-Parking Assist and a Rear-View Camera.

Jeep offers something unique among mid-sized SUVs with their Wrangler Unlimited. If you like the outdoors and enjoy some off-road fun, nothing can beat the Wrangler. It offers unrivaled off-road performance and an open-air driving experience that's hard to beat.

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

Note: All Jeep Wrangler Unlimited MSRP, invoice and dealer cost dollar figures 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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