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Judging by KSL Cars search statistics, and the sheer number I see on the road, Jeep Wranglers are some of the most popular vehicles in Utah. And for good reason. Having owned two Wranglers myself (a '92 YJ and a '98 TJ), I can attest to the singularly unique experience of cruising with the top and doors off, especially off-road. With the wind in your hair and your family or friends in tow, it's hard to imagine driving anything more fun.
Because of this, when Jeep invited me to attend its media drive event at Sand Hollow Resort for its refreshed 2024 Wrangler, I nearly leaped out of my chair. The new Wrangler in the idyllic landscape of southern Utah? Sign me up!
First impression
Those attending were the first to drive the new 2024 Wrangler outside the Jeep team. With a beautiful setting, awesome vehicles and a handful of Jeep executives and public relations managers on hand, I knew it was going to be an awesome day. Spoiler alert: It was.
Jeep gave us plenty of time to drive the new Wrangler on- and off-road, and I was blown away in both settings. These Wranglers are a far cry from the YJ of my high school days, and they're all the better for it. I spent most of my time in the hot rod Rubicon 392 version, as well as the almost as powerful (yet far more fuel-efficient) 4xe (pronounced four-by-e) variant. Both have me believing the 2024 Wrangler is going to be a big deal in Utah.
History and state of the Jeep brand
As a mark of Jeep's commitment to its devoted customer base, most of the updates are directly based on customer feedback. And judging by how nice the changes are, it's clear customers — including the 181,400 new ones in 2022 — know what makes the Wrangler so special.
In fact, demand for Jeep Wranglers is at an all-time high. This demand is "proof that everyone is drawn to freedom, authenticity and passion," said Jim Morrison, senior vice president and head of Jeep Brand North America in his presentation at the resort Rock Bowl. "And that's something we've been very consistent with the last 80 years."
Morrison said Jeep is committed to being the greenest SUV brand on the market and has the two top-selling plug-in hybrids in America — the Wrangler 4xe and the Grand Cherokee 4xe. Whether it's the lean and green 4xe or the muscular 392, Jeep is committed to giving its customers what they want.
Updating an icon
Rather than rest on its laurels, Jeep saw fit to update the already extremely capable JL generation with features customers have been clamoring for. Morrison said the updates come down to four things: "More capability, more safety, more technology and more refinement."
"Every time we touch a Jeep, we make it more capable, and this new Wrangler is no exception," said Morrison. As a sampling of some of the performance updates, the 2024 Wrangler receives its first full-float heavy-duty Dana rear axle, a factory-installed 8,000-pound-capacity Warn winch, an updated front grille and increased towing capability rated at 5,000 pounds.
The interior's also been updated with more comfort and safety features, including available 12-way power-adjustable front seats, standard side curtain airbags in both the first and second rows, a 12.3-inch Uconnect 5 touchscreen radio and more.
Available for a modest price increase over the 2023 model year, the 2024 Wrangler's updates should compel even some current JL generation owners to make the upgrade.
On-road: You won't stop smiling
Historically, it's been safe to say that a Wrangler feels more at home off-road than it does on. Not so with the 2024. While its off-road capability remains in a class of its own, the Wrangler proved to be a very fun and practical daily driver in my testing.
Jeep sent me on a two-hour course in and around the St. George area, including stunning Snow Canyon, and I had a ball. I spent most of my time on-road in the Rubicon 392, and couldn't help but have a giant smile on my face the whole time. Between the sound, hilarious power and fresh air fun of retracting the Sky-One Touch Top, I found myself mentally assessing my budget more than once to see if ownership could be feasible. I also appreciated its comfortable, power-adjustable seats, upright driving position, cold air conditioning, beautiful 12.4-inch (seemingly glare-impervious) horizontal display and surprising rear seat room and cargo space.
I was especially impressed with how quiet it was — which has probably never been said about a Jeep. Even with the 6.4-liter V8 and its quad exhaust pipes roaring, I was genuinely surprised by how reasonable the sound level was inside the cabin with the windows up and the top in its closed position. This is all thanks to the thicker front glass, thicker carpets and other new sound-deadening materials. For 2024, Jeep also outfitted the cabin with seven microphones, making hands-free calls a crystal clear experience for the person on the other end.
Should you opt for the best-selling 4xe, you'll not only enjoy 470 pound-feet of torque but 21 miles of pure electric range and 49 mpg combined. Pretty impressive. In short, the 2024 Wrangler is more daily drivable than ever.
Off-road: Mind-blowing capability
I'll say this straight up — I'm a novice when it comes to off-roading. Sure, I've dabbled in traversing the mountain trails on the east benches of Davis County, but I've never ventured into the world-famous red rock country of southern Utah. Until now. So, when Jeep had us head off in small groups into the sand, slick rock and boulders of Sand Hollow, I was a bit nervous.
But I didn't need to be, for two reasons: The amazing guides from Jeep Jamboree, and the incredible capability of the Rubicon 392 I was driving. With tires deflated to just under 20 psi and sway bars disconnected, I conquered obstacles I legitimately thought I might die on. I literally laughed out loud as the Wrangler not only carried me up, over and around these obstacles but also drove me back to the resort without skipping a beat.
I've always thought off-roading was cool, but never really felt part of the club. I didn't quite get it. Well, I do now. I get the Jeep thing and why droves of fans are so devout to the brand. There's truly nothing else quite like it on sale today. That a vehicle comes straight from the factory so capable, so fun to drive and so versatile is astounding.
Verdict: The Wrangler is the best it's ever been — and worth every dollar
It's been three days since I returned home from my Jeeping adventure in Sand Hollow, and I can't stop thinking about my experience. The on-road driving was surprisingly great (and hilarious with that massive V8 under the hood), but the off-road rock crawling was paradigm-shifting for me. If you've been on the fence about getting a Wrangler, get a 2024 model and don't look back. The updates to its safety, capability, technology and refinement are worth the price tag.
Speaking of price, the 2024 Jeep Wrangler starts at $31,895 for a two-door Sport model and tops out at $87,595 for the Rubicon 392. That's a wide delta, and big enough for the Sport S, Willys, Sahara, High Altitude, Rubicon and Rubicon X trims in between. While some might decry the Wrangler's ballooning price tag, remember it wasn't long ago we were paying almost $20 for a dozen eggs. The truth is, I can't think of another vehicle at this price point that offers this level of on- and off-road fun and capability straight from the factory.
Take the top and doors off, turn up the tunes and head for the hills. The 2024 Jeep Wrangler will go anywhere you want it to go and do anything you want it to do. I want one — and so will you.
Find your Jeep Wrangler on KSL Cars.
KSL Cars does not endorse any vehicles. The views or opinions expressed in this article are those of the writer and do not reflect the views or opinions of KSL.com or its employees.
About the author: Having owned everything from a DeLorean to an E46 BMW M3 and a Toyota Land Cruiser, Jason Bell is a lifelong car enthusiast who loves sharing his passions as a teacher, freelance automotive journalist, speaker and social media manager. He is an accredited member of the Rocky Mountain Automotive Press where he serves on the Board of Directors. Contact him at jasonbellcars@gmail.com
