- Jeep cut 2026 Wrangler prices on several trims across the range.
- The Wrangler Sport S four-door now starts at $42,495 with fees.
- It also dropped some option prices, slashing add-ons by thousands.
The prices of most new cars increase year over year, but with the 2026 Wrangler, Jeep actually went the other way. At least on paper. It has also slashed the costs of some popular options, allowing shoppers to own a Wrangler for less in a world where the prices of most things continue to rise.
Read: Jeep’s First 2026 Wrangler Special Just Made The Hemi V8 $20,000 Cheaper
For the popular Wrangler Sport S, a four-door version now starts at $42,495, which includes the $1,995 destination fee. As Bloomberg reported, that’s $1,350 less than last year’s model. However, there’s a slight wrinkle. Jeep’s own configuration tool still shows the 2025 four-door Sport S starting at $42,290 with destination, making the 2026 version appear just a touch more expensive.
The four-door Wrangler Willys also sees a price cut, now listed at $44,500 before destination. That’s down from $44,790 a year ago. But on the flip side, the two-door Willys has climbed from $40,190 to $42,715.
“We did this on every car,” Bob Broderdorf, Jeep’s chief executive officer, told the news outlet in an interview. “This is us giving back to the customer the things that make Jeep Jeep.”
Other trims follow a similar pattern. The 2026 Wrangler Sahara now begins at $48,895, down from $49,370 in 2024. The Rubicon X drops slightly too. The two-door model falls from $57,500 to $57,320, while the four-door version edges down from $62,000 to $61,990. It’s only a $10 drop, but technically still a discount.
“Stellantis found out pretty quickly, if we cut costs, cut content and jack up prices for the typical consumer, we lose,” said Erin Keating, executive analyst at Cox Automotive. “They have had to do a structural reset simply because the rest of the market was humming along and they were tanking.”
Cutting the Extras Cost
Options prices have also fallen. LED lights, all-terrain tires, heated seats, and a heated steering wheel previously cost around $9,400, but that’s been reduced to about $5,000. Similarly, it now only costs $995 to add the retractable canvas top, which once cost around $4,000.
“These features are the things that excite people,” said Carlo Merlo, vice chair of the Stellantis dealer council and a Jeep dealer based in St. Louis. “If it’s too expensive, dealers aren’t gonna order because they know customers just can’t afford them.”
Jeep CEO Bob Broderdorf believes that streamlining trims and offering more accessible configurations will help push both volume and profitability upward. Whether the move is enough to reverse recent sales trends remains to be seen, but the focus on pricing marks a change in direction.
