Why iconic 4x4 range is down to one variant

Jeep has trimmed down the range of its Iconic Wrangler 4x4 to just one halo variant, although it is now more affordable than before.

The sole Rubicon variant remains available in either two-door or four-door guise, priced at $79,990 or $82,990 respectively. While the lesser Unlimited variant has now been culled from the range, the two-door Rubicon is now $2960 more affordable than before and the four-door is a whopping $6460 cheaper than before.

Jeep says this makes the Wrangler more accessible “without compromising on capability or character”, however the previous Unlimited was offered for as low as $75,950 before on-roads as a four door.

The new Wrangler Rubicon continues with the same specification as before, although it's available in two new colours, ‘41 (olive drab) and Mojito (lime green). Premium colours cost an additional $1145.

The Wrangler continues to be powered by a 2.0-litre turbocharged four-cylinder petrol engine producing 200kW/400Nm, driving all four wheels via an eight-speed automatic and dual-range transfer case. The Euro 6-rated engine consumes 9.9L/100km according to the combined cycle and requires mid-shelf 95 RON petrol.

Standard features include a 12.3-inch multimedia touchscreen with wireless Apple CarPlay and Android Auto, a front-facing off-road camera system, a specific 4x4 traction system and removable roof panels.

Wrangler sales are down a whopping 46.7 per cent year on year, with registrations shrinking to just 220 units in the first half of 2025.

The significantly more affordable GWM Tank 300 (from $47,990) which apes the Wrangler’s style somewhat is outselling it at more than a 10:1 ratio, moving 2386 units so far this year. The significantly more expensive Land Rover Defender (from $98,400) has moved 1968 units across its three body styles so far in 2025.

Jeep as a brand is down 24.6 per cent year to date, having now reached the end for its Grand Cherokee large SUV. Its range now consists of the Avenger small EV, Compass mid-sizer, Wrangler 4x4 and Gladiator dual-cab ute.

The brand is awaiting the arrival of the next-generation Compass, but we won’t see the recently-revealed next-generation Cherokee, which is expected to be left-hand-drive only as Jeep focuses on higher-volume markets.

Jeep has also indicated in the past that it plans to bring its upcoming Recon to Australia as an electric alternative to the Wrangler in Australia, although the company has stopped short of confirming it for now.