THE MARKET
In 2007 the all new Jeep
®
Wrangler and Wrangler
Unlimited blazed a trail to the top of the sales charts.
Offering a more comfortable ride, more spacious
interiors, more open-air confi gurations and more high-
quality standard features, these SUVs also benefi ted
from smart and aggressive value pricing. Customers
noticed, and purchased Wrangler and Wrangler
Unlimited models in record numbers. Wrangler
Unlimited was especially important, because it
opened a whole new market by offering 5-passenger
seating and more cargo versatility with its four doors.
Expect 2009 to continue the success and be another
banner year.
WRANGLER
2009 Jeep Wrangler continues to be the vehicle of
choice for customers wanting to have more fun and
adventure. Traditional Wrangler customers cover
a broad spectrum, from Gen Xers to Boomers.
Regardless of age, they share a young mind-set
and value fun and freedom.
Several improvements introduced in 2007 make the
ride much more enjoyable than before. The stiffer
frame, quieter cabin, more comfortable seating, two
different top options and the availability of luxuries,
such as uconnect gps,* enhance the adventure,
whether tooling around town or turning off-road and
heading for the hills.
So who does Wrangler compete against? It is unique
in the market. In fact, 80 percent of its owners never
even consider buying anything different. For the small
number of buyers who do cross-shop, the most direct
competitor for Wrangler is the Toyota FJ Cruiser,
although Nissan Xterra and Hummer H3 also may
receive consideration.
WRANGLER UNLIMITED
Jeep Wrangler Unlimited — introduced in 2007 —
strengthened the model lineup tremendously. As the
fi rst-ever 4-door Wrangler, it was big enough and
versatile enough to be a practical, everyday vehicle.
This fulfi lled a fantastic opportunity by attracting
customers who never considered Wrangler because it
was seen as fun but impractical. Wrangler Unlimited
combined the off-road leadership, open-air-fun and
unparalleled heritage with the comfort, convenience
and cargo capacity so important to the broader
segment of the market. Additionally, in areas of the
country where four-wheel drive is not popular or
necessary, Wrangler Unlimited offered a two-wheel-
drive version, providing a great value for people
looking for open-air fun and a cool image, but not
needing off-road capability.
Wrangler Unlimited appeals to young couples who
need room for passengers and cargo but also want
to experience Wrangler’s sense of adventure. It
also appeals to older individuals who are young at
heart, and for whom two-door Wranglers did not
offer enough cargo space or passenger room. As far
as competitors are concerned, Wrangler Unlimited
competes with Toyota FJ Cruiser just as two-door
Wrangler does, while Nissan Xterra and Hummer H3
are more serious contenders to Unlimited. Wrangler
Unlimited fulfi lls everyone’s dreams, regardless of age
because Unlimited is built for adventure.
RUBICON AND UNLIMITED RUBICON
Once the pavement is left behind, Wrangler Rubicon
and Unlimited Rubicon, named for the famous
Rubicon Trail in California, are in command of the
wilderness. An uncompromising off-road SUV that is
still fun for cruising, Wrangler has no comparison and
certainly no equal as evidenced by both its capability
and refi nement.
Rubicon equipment is literally “over the top.” Its
integrated off-road factory package includes Tru-Lok
®
locking front and rear differentials for extreme traction;
a Rock-Trac
®
4:1 low-range transfer case and front
and rear Next Generation Dana 44 heavy-duty axles
with a 4:10:1 axle ratio for extreme rock crawling;
an electronic front sway-bar disconnect for extreme
articulation; and giant 32-inch-tall (LT 255/75R 17)
BF Goodrich
®
Off-Road tires for extreme ground
clearance. This premier off-road package is a great
value because it eliminates the cost and risk of
aftermarket hardware vehicle modifi cations. Unlimited
Rubicon provides four-wheel-drive enthusiasts the
same off-road capability of Rubicon along with
additional room for more passengers and more cargo.
*See the “Disclaimers” list located within the “Introduction” section.
WRANGLER/WRANGLER UNLIMITED 3
2009 WRANGLER/WRANGLER UNLIMITED THE MARKET