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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 pricing report below does not include rebates or incentives. View Jeep Rebates and Incentives.

Jeep Wrangler Unlimited Prices


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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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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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;
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 Unlimited Overview:
The Jeep Wrangler is available in two distinct body styles. The Unlimited is a four-door, five-passenger version that will appeal to buyers looking for a ruggedly built SUV designed for off-road travel. Like its two-door model companions, it is offered in three different trim levels, is equipped with a powerful V6 engine, and performs like few other SUVs in any segment and at any price. For the fun-loving bushwhacking crowd, there's an Unlimited trim version that is sure to please.

New For 2017

The 2017 Jeep Wrangler Unlimited has a few new optional features such as LED headlights, foglights, and heated seats. The Cold Weather package is available on all three trim levels and includes all-weather floor mats and remote start.

Performance And Handling

Every 2017 Jeep Wrangler Unlimited is powered by a 3.6L V6 that produces a total of 285 horsepower. The standard four-wheel drive includes both high- and low-range gearing. Buyers have the option of either six-speed manual or five-speed automatic transmission. The former has standard hill start assist, and the automatic can be purchased with both hill start assist and hill descent control as an optional add-on feature.

Acceleration on the Unlimited is about average for this engine size, with the vehicle going from zero to 60 mph in 8.1 seconds. However, this is better than many of the competing SUVs in its segment. One of the reasons the acceleration is slightly hampered is the bigger fuel tank, meaning a heavier vehicle when the tank is full. Off-road capability can't be beat. The rather lazy steering is perfect for maintaining control when traveling over large rocks or bumps.

Trim Levels And Standard Features

The 2017 Jeep Wrangler Unlimited is available in three trims. The base Sport trim comes with 16-inch steel wheels, off-road tires, skid plates, and tow hooks. The interior is modestly appointed with cloth upholstery, a height-adjustable driver's seat, and a one-piece folding, tumble-down back seat. The eight-speaker sound system is very nice, and there's a CD player plus an auxiliary audio jack.

The uplevel Sahara trim adds on power accessories, heated mirrors, and an auto-dimming mirror. Other standard features include 18-inch alloy wheels, automatic LED headlights, and sound-dampening hood insulation. This trim also features a leather-wrapped steering wheel, satellite radio, and tubular side steps. There's also a nicely placed set of grab handles for the rear passengers.

The Rubicon trim is the cream of the crop, featuring a heavy-duty front axle, shorter axle gearing, and an upgraded transfer case with an extremely low crawl ratio. All of the Power Convenience group options are standard on the Unlimited Rubicon.

High-Tech Goodies

The Sport trim has few exciting electronics features, although the sound system is one of the best considering the affordable price paid for this base Unlimited version. The Sahara trim can be purchased with Bluetooth phone connectivity, trip computer, and the Uconnect 430 screen display with its huge media storage capability. This system also features full navigation and a USB port. These additional features are either optional or standard on the Rubicon depending on which packages are chosen.

The Jeep Wrangler Unlimited is a well-built, off-road capable machine that retains its value better than most any other vehicle in its segment. It's a great investment and should be at the top of the shopping list of any fun-loving, adventurous buyer looking for a solid SUV pick.

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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