Chrysler’s Jeep division has tried a lot of ways to expand its market share, from moving into the full-size market with the admittedly

The Jeep Wrangler is one of the best known and most loved vehicle designs the world over. (Photo: Canadian Auto Press)

halfhearted Commander to making real strides into mainstream luxury with the Grand Cherokee.  Most recently, Jeep even went so far as to “dumb down” its Trail Rated brand image with a couple of car-based crossovers, the Compass and slightly more 4x4-friendly Patriot, but these fraternal twins really haven’t done what Jeep hoped they would, increase sales substantially.  No, after all the creative approaches to the seven-slot grille, the Wrangler is still number one by such a wide margin it’s ludicrous! 

Yes, Jeep should pay attention to this one and build more vehicles like the Wrangler.  Last month (March 2010) Jeep brand CEO Michael Manley told Automotive News that Jeep Wranglers are in “tremendous” demand, so much so that dealers are running out of the hardtop version, the top seller of this best-selling model.  But get this.  Out of the current seven-model offering, the last two on the list being

Squared off and looking as rugged as ever, the Wrangler is in a class of one. (Photo: Canadian Auto Press)

the Wrangler and Wrangler Unlimited, but for the sake of this statistic they’re combined with respect to sales numbers, the iconic Jeep Wrangler was responsible for 70-percent of brand sales!  Now, you’d better sit down, it’s upwards of 80- to 85-percent!  That means that the Compass, Patriot, Liberty, Grand Cherokee and Commander only make up 15- to 20-percent of the brand’s sales volume, a clear sign that Jeep is doing something very right with the Wrangler and something very wrong with the rest of the brand. 

To be fair, a new 2011 Grand Cherokee is on the way and Liberty, once a very strong seller, will be replaced relatively soon as well, while Commander is expected to get the axe and the compact Compass and Patriot will likely be replaced by

Jeep took the Wrangler to new lengths in its most recent makeover, and thanks to four-door versatility it's selling better than ever. (Photo: Canadian Auto Press)

something from Fiat, possibly based on the cute little Panda 4x4.  And while Jeep might do well with a classic Willys or ‘70s era Suzuki Samurai sized compact 4x4 that can actually scale mountainsides as well as a Wrangler, the real deal JK is what people obviously want, so much so that Chrysler is actually boosting production to meet demand.  Even amidst last year’s new car sales carnage, Jeep sold 82,044 Wranglers in the US alone, and added to that it’s one of the most popular American auto exports globally. 

The Chrysler, Dodge, Jeep design team hasn’t exactly gotten a lot right lately, building designs that might spark an immediate interest but for the most part haven’t been well received compared to the previous design team’s cab over styling.  In the Jeep lineup, vehicles like the outgoing Grand Cherokee didn’t capture

Some things remain the same with the Wrangler however... (Photo: Canadian Auto Press)

the imaginations of buyers the way older versions did, and the Compass is just plain awkward looking to most I’ve talked to.  The Wrangler, mind you, looks fabulous in a tough mini-Hummer sort of way, and the refinements made when the current 2007 through 2010 model appeared, made it livable day in and day out. 

I was on the press launch at Lake Tahoe, California, where we flew into a camp halfway up the Rubicon Trail via helicopter and, after a particularly chilly night sleeping in a luxuriously equipped tent, made our way down the mountain the next day.  The Wrangler’s off-road prowess is legendary and the new one not only lived up

.... like exposed hinges and doors that can be removed. And that's good... (Photo: Canadian Auto Press)

to the expectations of all present, but exceeded them.  It’s better than the last generation Wrangler off-road and on, a feat that couldn’t have come easily, and the refinements continue to this day. 

For 2010, Jeep has upgraded the interior of its most basic two-door model with standard cloth seats that include a driver’s side height adjuster plus front-seat map pockets, a full-length floor console, sliding sun visors with mirrors, a front dome lamp with an on/off switch, a temperature gauge, compass, floor mats, Interactive Decel Fuel Shut-Off that cuts fuel on deceleration to improve fuel economy,

.... 'cause that's the way we like them to stay. (Photo: Canadian Auto Press)

plus for automatic transmission-equipped models, a Fuel Saver Indicator.  Exterior upgrades include fog lamps and a new bumper assembly with tow hooks. 

Trim modifications include the Wrangler X and Wrangler Unlimited X getting a new name, Sport, while the Sahara adds standard satin silver finish 18-inch aluminum painted rims, and the Rubicon adds standard satin carbon 17-inch aluminum finish painted wheels as well as the option of the Wheel and Tire Group available with Wrangler Sport.  Both Sahara and Rubicon models can be had with two-tone leather, which replaces the Limited package, and for those who like to go al fresco the Sunrider soft top is reportedly easier to use, while dual-top models now get a hardtop storage bag. 

And some things have changed dramatically, like the Wrangler's much improved interior. (Photo: Canadian Auto Press)

Additionally, Jeep now offers UConnect hands-free for your cell phone if you up the content to include the CD/DVD/MP3 Media Centre audio system.  Now the Wrangler Sport S can also be had with the 32-inch Tire and Wheel Group package.  Lastly, three new exterior colours have been added, Surf Blue Pearl, Natural Green Pearl and Dark Charcoal Pearl, while Jeep Green Metallic, Detonator Yellow and Sunburst Orange Pearl have been discontinued.  The Sahara model is now available in all colours, adding Stone White, Flame Red and Surf Blue Pearl. 

While my heart went into my throat with the thought of Jeep dropping my favourite green, I remembered I’m not as much of a fan of Jeep Green Metallic as I am of Rescue Green, the colour Jeep used to introduce the new model, initially shown on the XXXL Rescue concept.  Jeep continues on with Rescue Green by the way, as well as Natural

Comfortable, supportive seats are also water and stain resistant. (Photo: Canadian Auto Press)

Green in flat and pearlcoat, plus a host of other colours to keep buyers’ individualism piqued.

After spending another week with Jeep’s Wrangler Unlimited, this one in Rubicon trim, I’m convinced most people buy it based on image.  Certainly there are some that will take it off-road, probably a higher percentage than any other SUV currently on sale and more so with the 4x4 specified Rubicon package, but truly the Wrangler offers the most cool for the money that can be had.  If you want that tough as nails Marlboro Country look, or better yet, sweet as honey Daisy Duke appeal, there’s nothing better than a Wrangler to show all that you’re down to earth and damn sexy too, not to mention thrifty at $19,095 for the two-door Sport model or, for you ultra-hip family guys and gals, $24,495 for the Sport four-door.  Even the nicely equipped Sahara four-door starts at a mere $27,995, and when all options are added, and there are a lot of options, it only gets up to $37,520 less $1,400 for freight and PDI plus $100 for the A/C tax.  Factor in $1,500 cash back, the current deal available at the time of writing, and you get the latter two items for free, no matter what model you’re buying.  The Wrangler Unlimited Rubicon I was testing starts at $30,995 and when fully optioned out is the most expensive of the bunch at $39,545.

Jeep only offers one engine, a 12-valve, OHV, 3.8-litre V6, which is a bit of a shame.  The engine itself is adequate enough, with a leaning towards torque rather than power at 237 available at 4,000 rpm and 202 at 5,000 rpm, respectively,

A well laid out centre stack makes all the difference. (Photo: Canadian Auto Press)

the torque being more useful off-road and for towing, plus critical for pushing heaviest Unlimited Sahara model’s 2,062-kilo (4,547-lb) mass off the line, but I’d personally like to see new owner Fiat throw in the option of a four-cylinder turbocharged clean diesel.  The previous Liberty sold well in diesel trim, that engine Italian sourced incidentally, while the current Grand Cherokee sells better in V6 diesel guise than it does with its gasoline counterparts.  Yes, I know that Jeep hardly needs any help selling Wranglers, as stated before, but wouldn’t it be better to keep the flame burning brightly by giving a fuel conscious alternative that’s also better for 4x4ing while simultaneously reducing the brand’s CAFE rating?  I think so, and for me the Wrangler Unlimited would be hard to resist if its powertrain were more fuel friendly.  As it stands, six-speed manual-equipped Wranglers are good for an estimated 13.9 in the city and 10.6 on the highway while those using the somewhat antiquated four-speed automatic can get 14.4 and 10.5 L/100km respectively, if rolling down a steep grade.  Don’t get me wrong, but Canadian fuel economy standards are ridiculously optimistic, with the US EPA rating system slightly more realistic, in this case showing the equivalent of 15.7 L/100km in the city and 11.8 on the highway; the 3.8 uses regular unleaded.  Yes, a diesel would be welcome. 

The ride is generally rough, expected with a Jeep, but compared to the mid-70s CJ5 Renegade I used to own (complete with V8, headers and short side pipes), it’s a cushy limousine.  I previously drove a YJ too, which was a cattle truck in comparison, while the new JK offers better ride quality and on-road handling than the previous TJ model. 

Top tier features like GPS navigation are really useful for an off-roader. (Photo: Canadian Auto Press)

Then again, don’t be silly.  This is a 4x4 designed for rock crawling, mud scrubbing and river wading, not high-speed, back road shenanigans.  Go too fast around a corner and you’re likely to turtle it, despite the standard ABS, traction and stability control, while side-thorax airbags are optional and curtain-type airbags are not possible in its removable hardtop or soft-top design. 

All the same, you’re unlikely to be able to roll it out in the field, up a mountain trail or when straddling a dry desert gulch on the way to the private oasis of your dreams.  Its wide track is oh-so-stable off-road, as is its substantial ground clearance, ranging from 224 millimeters (8.8 inches) in the entry-level Sport model

Removable roof panels turns the Wrangler into a convertible without having to take off the entire roof. (Photo: Canadian Auto Press)

to 259 mm (10.2 inches) in the Rubicon (the Sahara is also good at 257 mm or 10.1 inches for the two-door and 254 mm or 10.0 inches for the four-door; the Unlimited Sport’s lowest point is 221 mm or 8.7 inches while the Unlimited Rubicon that I was driving gets a ground clearance rating of 257 mm or 10.1 inches).  In my experience the two-door Wrangler is the better off-roader, but if four-doors are needed you can’t find a more competent 4x4 in the Wrangler’s price range.  Selecting four-wheel drive high on this part-time drivetrain, which saves on fuel in its rear-drive configuration, is as simple as slotting the lever next to the manual or automatic shifter into the appropriate cog, with 4x4 low achieved in the same manner.  I remember the days of wading into the muck to lock the hubs, and I’m glad to never have to do that again. 

The Wrangler

Rear seating and, obviously, access is much improved in the Wrangler Unlimited. (Photo: Canadian Auto Press)

can tow a decent load in Unlimited guise too, up to 1,588 kilos (3,500 lbs), so if you need to pull a boat or trailer you’ll be better served by the four-door as the two-door can only manage a maximum of 907 kg (2,000 lbs).  The same goes for cargo, of course, with the two-door only capable of 487 litres (17.2 cu ft) behind the rear seats and 1,600 litres (56.5 cu ft) when they’re folded, and the four-door Unlimited managing a sizable 1,314 litres (46.4 cu ft) with the rear seats upright and an impressive 2,322 litres (82.0 cu ft) with the back seats folded.  The Unlimited model’s rear seating area is more accommodating too, aided by seatbacks that fold 60/40 if needed, as is rear seat access, the latter by a long shot. 

Before I finish up I’ve got to mention one convenience drawback that I found frustrating and

What were they thinking? A simple change to left-side hinges would have eradicated this long-time problem. Storage is good though. (Photo: Canadian Auto Press)

you might too, depending on how you use your Wrangler.  I’m frustrated as much because Jeep didn’t do the obvious when redesigning its all-new 2007 model, as I am by the result of not placing the hinges for the swinging rear door on the driver’s side so that it could open up towards the curb for easier loading.  It can be understood in markets where the curb is on the other side, but Jeep is a US-based company that should have disregarded tradition in the name of safety and convenience.  If you’re loading up the back with gear while parallel parked on a busy road, you might be forced to awkwardly step into traffic to get your package inside.  This can be doubly difficult if two people are carrying something bulky.  I can put up with a rear glass window that won’t open unless the rear door is ajar, itself a convenience oddity that stems from the removable roof, but

Audio system is excellent. (Photo: Canadian Auto Press)

there’s simply no good excuse for not making the swinging cargo door safer and more convenient.  Lexus with its new GX and other Japanese brands should seriously consider this issue too. 

If you’re into luxuries the Wrangler Unlimited Sahara I tested last year was a joy to live with in almost every other way, mind you, and still is thanks to a full-load of goodies that included air conditioning, power locks with keyless entry, power windows with auto-down, premium Infinity speakers and subwoofer added to the top-line audio system, on the inside, and stylish body-colour fender flares, tubular side steps, and three-piece

Rubicon gets heavy duty suspension, off-road spec tires and more. (Photo: Canadian Auto Press)

modular Freedom Top hardtop added to the outside.  The Sahara’s heavy-duty suspension and 18-inch alloy wheels would no doubt be appreciated off-road, although this time around time didn’t allow for such joyous adventures.  Personally, being an off-road enthusiast, the Sahara just wouldn’t do.  I’d have to order my Wrangler the same way my test vehicle was equipped, in Rubicon trim, with the addition of a Dana 44 heavy-duty solid front axle, 4.10 axle ratio, front and rear remote electronic locking differentials, performance-tuned suspension, and electronic disconnecting front sway bar.  Ya baby! That's the way, uh-huh uh-huh, I like it, uh-huh, uh-huh…

I’m not going to go into detail about all the standard and optional features, as the list is too long to go into here and Jeep has an excellent retail site with a good configuration tool that’s just begging you to build a Wrangler, but depending on trim level you can get yours with some unique classic Jeep options like half-metal doors, a dual hard- and soft-top package with a storage bag, and some features that aren’t so unique but especially appreciated like a navigation system, leather seats and a trailer tow package.  Jeep’s CEO Manley also mentioned that the Wrangler will soon be available with body-coloured hardtops, a nice way of personalizing your ride. 

All Wranglers are coved by a 3-year or 60,000 km comprehensive warranty and a 5-year or 100,000 km powertrain warranty, about average for a mainstream brand, while Jeep’s reliability rating is below average over the last five years in the J. D. Power and Associates Vehicle Dependability Study (VDS) with a 29th place rating out of 38 brands in 2005,

Jeep could improve fuel economy and make the Wrangler a better 4x4 due to increased torque with a diesel. The 3.7 has lots of pull, though. (Photo: Canadian Auto Press)

dropping to 33rd in 2010.  But that doesn’t mean it hasn’t made improvements, with its problems per 100 vehicles (PP100) reduced from 289 to 222, and it’s doing way better than 36th place Land Rover!  It should be noted that the VDS measures results from 3-year old vehicles in order to rate dependability, so the new 2010 Wrangler may be more reliable than the 2002 through 2007 models in question.  The Wrangler is also simpler than any of the other models in the brand’s lineup, with less to go wrong, so it’s likely not as much of a culprit behind Jeep’s reliability woes. 

Still, like Land Rover and other iconic brands such as Mini, which placed 32nd, and just about every German brand except for 17th place BMW and 2nd place Porsche, people buy the Wrangler

Gotta love the look. (Photo: Canadian Auto Press)

because they love it and are willing to put up with a few indiscretions.  I for one am in this camp, having owned a Wrangler as well as a few British and Italian classics, so it’s unlikely Wrangler fans will be too worried about a study that not only takes demerit points off for real problems but also subtracts for peoples’ inability to read instructions on how to tune their radio.  The fact is, Jeep’s Wrangler is one of a kind, and now that it’s available in Unlimited four-door guise, it’s a practical icon that suits my lifestyle to a T.  As noted above, I’m obviously not alone. 

Interior

Exterior

Mechanical

Safety

Dimensions

Misc

(J005) Standard Gloss Paint

(J004) Standard Black Paint

(AWS) Smokers Group

(J003) Standard Metallic Paint

(DME) 3.73 Axle Ratio

(MRK) Tubular Side Steps

(AJP) Power Convenience Group

(RSC) SiriusXM Satellite Radio

(AAJ) Connectivity Group

(DSA) Anti-Spin Differential Axle

(AEE) Mopar Chrome Edition Group

(AEQ) Mopar Premium Chrome Group

(AHT) Trailer Tow Group

(RC9) 6 Infinity Spkrs w/Subwoofer

(HAA) Air Conditioning

(CJ1) Front Seat Side Air Bags

(AEM) Dual Tops

(GCH) Half Metal Doors w/Locks

(MX3) Black Freedom Top - Hardtop

(DGJ) Transmission: W5A580 5-Spd Automatic

(AHQ) Max Tow Package

(ALB) Black Appearance Group

(MX5) Premium Black Sunrider Soft Top

(CWA) Mopar Slush Mats