by Matt Konkle
Torque Editor-in-Chief
Ask most Jeep Wrangler or Gladiator owners what drew them to the vehicle, and you’ll probably get a bunch of answers around their rugged capability or ease of modification. Perhaps some will say the open cabin possibilities, towing capabilities, or the vehicle’s power — maybe even the brand’s place and influence in history.
And while all those reasons are certainly valid for owning a Jeep, there is one more that is becoming increasingly prominent.
A seriously high resale value.
Kelly Blue Book recently named Wrangler as having the best resale value of any off-road SUV in its 2021 Best Resale Value Awards. Both Wrangler and Gladiator were also announced as two of KBB’s top 10 vehicles for best overall resale value out of any vehicle model currently on the road.
This year’s KBB award marks the third straight for Wrangler, and the 11th consecutive year with a spot in the top-10 list celebrating retained resale value.
“Shoppers who choose to buy a 2021 model from one of our Best Resale Value Brand winners can be very confident that their vehicle will retain its value well over time,” said Eric Ibara, director of residual values for Kelley Blue Book. “Few vehicles can match the Wrangler’s off-road prowess. Even in base form, it will easily tread over terrain that would make a unibody crossover SUV cringe. Amp it up in Rubicon trim with features like front and rear locking differentials and sway-bar disconnect, and it can tackle terrain as severe as, well, the Rubicon Trail.”
KBB said many new-car buyers do not realize that depreciation is often the greatest expense incurred by drivers during the first five years of vehicle ownership. After a five-year ownership period, an average 2021 model-year vehicle will only retain about 40% of its original value, according to KBB, meaning a $35,000 new car today will only be worth somewhere close to $14,000 after five years.
Per KBB, all the vehicles on its top-10 list are expected to retain at least 50% of their MSRP value after a five-year period.
As far as the Wrangler, KBB predicts the vehicle holds a 55.8% predicted resale value after five years and lists off-road capability, more room in the Unlimited version and the vehicle’s improved amenities as key factors behind that rating.
“Its off-road capabilities are legendary — it’s as at home crawling over boulders as it is dropping off the kids at school, and its roots date to World War II, where it is credited for helping bring victory to the Allies. So how’s that for heritage?” KBB said in its review. “Today’s Jeep Wrangler is a satisfying mix of classic design and real-deal off-road chops with modern safety systems, amenities, and technology.
”While the Wrangler is biased toward off-road maneuvers, this generation is the most refined yet. The seats are comfortable, the Wrangler’s Uconnect infotainment is among the best in the industry, and smartphone connectivity comes standard. Add-ons include advanced safety features and niceties like heated seats."
KBB also noted the ongoing trend of consumers swapping into higher value SUVs as affecting average resale value, as well as COVID playing a role in reducing available vehicle supply— therefore increasing value.
“Interestingly, with the unprecedented events of the last year, we are seeing a slight increase in the overall average residual value for new vehicles, explained by the significantly reduced car supply as well as the market continuing to shift to SUVs, which tend to have higher resale values,” Ibara said in a news release.
Kelley Blue Book's Best Resale Value Awards are based on projections from the Kelley Blue Book Official Residual Value Guide and determined by a skilled staff of automotive analysts. These prestigious awards honor vehicles expected to maintain the greatest proportion of their original list price after five years of ownership.
