With roots dating back to World War II, the Jeep Wrangler has become one of the most iconic cars in American culture. Starting off as a small two-seater vehicle, the Wrangler has grown into a sought after big SUV, earning the title of #1 Most Wanted Car in 2017, according to CarMax. The Jeep is one of America’s favorite cars, so how did it reach this popularity?
A large part of this is the Wrangler’s heritage. Still resembling the original Willys Jeep, used by American troops in World War II, the Wrangler taps into the patriotic sentiments of car buyers. For instance, one Wrangler owner can be quoted as saying, “The brand means a lot to me. My grandfather was in WWII, so I feel the connection to the brand through that.”
The Wranglers only close competition, Hummer, is no longer in production, meaning the Wrangler reigns supreme with an excellent approach angle and ground clearance, necessary to drive the SUV over rocks. This is another part of the Wrangler’s identity, a rugged and tough machine, which can be driven practically anywhere.
However, what is likely the biggest appeal of the Wrangler is its customization capabilities. The doors and ceiling of a Wrangler can pop off like legos, giving owners the opportunity to make their Jeep the very own. The aftermarket customization industry for Wranglers alone is big and estimated to hold a decently sized share of the 41.6 billion dollar off-road industry.
In total, the Jeep Wrangler’s success can be attributed to both its circumstances and the way it is marketed to consumers.
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