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There is only one SUV that truly rivals the Jeep Wrangler. It provides similar open air freedom and can almost keep up the hardest off-roading trails. However, it’s currently considered to have the worst SUV deal available. 

The closest Jeep Wrangler rival has the worst SUV deal 

The Jeep Wrangler might not have to feel too worried about its largest competitor at the moment. While the Ford Bronco is a great alternative to consider, it currently ranks as having the worst SUV deal. 

According to Jalonik, the Ford Bronco is being listed at 7% above its MSRP. It has an MSRP of $37,996 and the average price paid is $40,479. It has an average markup of $2,484. 

Plus, the MSRP doesn’t include the $1,895 destination fee, which increases the starting price to $39,891. Don’t forget to consider title and dealership fees either. 

The 2025 Wrangler has an MSRP of $32,095. It’s $5,901 cheaper before all of the extra fees and markups have been added. Also, the $1,895 destination fee increases the starting price to $33,990. 

In 2024, the Jeep Wrangler sold 151,164 SUVs. This was a slight dip compared to 155,491 sales in 2023. But the 2024 Ford Bronco only sold 138,150 SUVs. In 2023, the Bronco sold 127,476 models. So it has been gaining on the Wrangler. 

However, will expensive markups slow its progress? Trump tariffs, rising inflation, and supply chain constraints could impact how well these off-roaders perform in 2025. I’ll have to keep watching the numbers.

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Staff Writer

Allison Barfield

Allison Barfield is a MotorBiscuit Staff Writer and covers all things Trucks and SUVs. She covers Stellantis regularly, including Dodge, Ram, and Jeep vehicles. Allison graduated from the University of South Carolina with a degree in Media Arts. She’s spent the last several years testing new cars for MotorBiscuit and writing about their pros and cons. Her dog, Bruce, often joins her on test drives.