#Wrangler

Last week marked the Ford Bronco’s 55th anniversary, with the model’s creator celebrating the momentous occasion by throwing an exclusive and socially distanced Bronco party in Holly, MI.

At this off-road soiree, Ford showed off its Bronco family adventure concepts, announced that 165,000 Broncos have been reserved since the July 13 reveal, and proclaimed that Austin, TX would be the first location of the Bronco Off-Roadeo (Ford’s spelling, not a typo) off-road adventure playground.

While all these pieces of information are great, they aren’t exciting enough to headline a Bronco Anniversary party. Instead, the headliners of this party were the off-road ride-alongs in the 2021 Ford Bronco Sport and the 2021 Ford Bronco 2-door.

What’s an automaker to do when a well-off rival decides to throw its hat in the ring? Fight back with whatever’s at hand, then brainstorm new weaponry.

That’s what Jeep did Monday, revealing a concept Wrangler powered by a 6.4-liter V8 and hinting — nudge, nudge — that the potent off-roader might one day reach production. And as a certain vehicle that rhymes with Ronco premiered last night, Jeep pulled out its backup: an upcoming vehicle that’s the polar opposite of the Rubicon 392.

There’s nothing coincidental about the timing of this vehicle’s release. Alas, the Jeep Wrangler Rubicon 392 Concept is exactly that, a concept, though Fiat Chrysler’s off-road brand strongly hints that it will become a reality one day.

That confirmation, if it is forthcoming, will take place long after the debut of a vehicle this concept is meant to fight: the Ford Bronco.

Having watched The Hunt for Red October last night, your author knows all too well what can happen when two superpowers engage in a game of brinkmanship. He’d also like to see Montana.

Having enjoyed years of nearly complete dominance in the true off-road SUV market in America, Jeep now finds itself in a battle against a vehicle no consumer has yet laid eyes on: the Ford Bronco, due for a public unveiling on Monday. On Saturday morning, Jeep decided to crank that newfound rivalry up to “11”, teasing a future product with a monster engine.

One of the joys of watching a previous-generation JK Jeep Wrangler barrel into an obstacle at 40 mph in the Insurance Institute for Highway Safety’s driver-side small overlap crash test was seeing the vehicle shed its front wheel and scoot away as if nothing had happened.

Well, in just-published tests of a randomly selected 2019 Wrangler Unlimited, the first half of the crash sequence occurs pretty must as it did before. The front driver’s side wheel shears off, with little to no intrusion into the driver’s footwell. Great for Jeep. It’s the second half of the test, however, that punts the model’s small overlap score from “good” to second-worse “marginal” ⁠— the Jeep careened onto its side.

Not once, but twice.

As everyone in your Twitter feed screams for revolution, evolutionary advancements in technology (and other things) are still proving capable of generating big gains for society. For new vehicle buyers, too.

Jeep’s Wrangler Unlimited EcoDiesel is a case in point. Launched for the 2020 model year, the oil-burning off-roader nets buyers 260 horsepower and a whopping 442 lb-ft of torque — some 307 lb-ft more than a base Wrangler of 30 years ago. Despite boasting only a half-liter of additional displacement and weighing significantly more than a 1990 Iron Duke model, the EcoDiesel returns an extra 8 mpg in combined driving.

Let’s take a look at what the EPA had to say about Jeep’s newest offering.

There’s not a lot of major change that would be acceptable to Jeep Wrangler buyers. They have a set image of what the vehicle should look like and what it should be. Deviate too far from that formula, either in terms of style or mission, and there will be trouble.

According to Jeep brand bosses, there was one thing that buyers were “clamoring” for — an item that would change the model’s character without affecting styling or negatively affecting capability, on- or off-road.

That thing? A diesel engine.

Betcha thought we were done talking about emojis around here, eh? Not so fast, Happy Meal. While one brand is busy attaching themselves to the too-cute digital pixels, another is furiously trying to unhook itself from an emoji it feels does not represent its image.

Alert readers (and avid texters) will have noticed that typing the word ‘Jeep’ into their iOS device automatically produced a blue blob of a thing as a suggested emoji replacement for that word. The most recent platform update erased this connection and Jeep is celebrating with a few words of their own.

Reports of alarming oscillations transmitted through the steering wheels of various Jeep Wranglers started landing on the NHTSA’s lap last year, years after off-road enthusiasts began complaining of the same issue. A product of a solid front axle, higher speeds, and an unexpected jolt ⁠— like hitting a bump in the road ⁠— the so-called “death wobble” sparked a class-action lawsuit that alleges Jeep’s Wrangler boasts an inherently unsafe axle and suspension design.

Now Fiat Chrysler says it has a solution to the wobble, with notifications headed to owners’ mailboxes from coast to coast. Will the supposed fix serve to pour cold water over the lawsuit? At this point, it doesn’t seem so.

This, apparently, is it. The Jeep Wrangler pickup, which we just learned will resurrect the Gladiator name from the dustbin of Jeep’s past.

Details and very pleasing images of the model, scheduled for an L.A. debut at the end of the month, were apparently posted to Fiat Chrysler’s media site for a brief time, during which the now-renamed JeepGladiatorForum secured screenshots.

Late last year, I selected Jeep’s JL Wrangler as an Ace of Base once pricing for the snazzy new off-road rig was freshly announced.

That was 43 days ago, at which point I theorized that Wrangler shoppers would likely need to be weary of dealer bait-and-switch tactics, as both the new JL and the old JK are 2018 models. Specifically, I said:

Readers can be assured, then, of hearing hyper-caffeinated sales staff blaring in radio ads about ZOMG GREAT DEALZ ON 2018 WRANGLERS – only for frustrated shoppers to discover they are actually talking about the lame-duck Jeep and not the shiny new off-roader.

Well, that didn’t take long.

Sticking with its bullish profit predictions for 2018, FCA announced today its fourth quarter earnings for 2017 in which net profits nearly doubled to almost a billion dollars.

With a new Ram 1500 waiting in the wings, the old Ram set to print money while selling alongside the new one, and a healthy Jeep brand serving a public thirsty for crossovers, FCA’s cupboard seems particularly full right about now … so long as the company keeps its focus.

In what was possibly the industry’s worst-kept secret since the interminable striptease that was the Dodge Demon, Jeep finally introduced the new Wrangler at the end of this year. Future missives about the Jeepiest of Jeeps will need to be crystal clear, because there are, in fact, two 2018 Wranglers available at one’s local FCA showroom – the new one (JL) and the old one (JK).

Readers can be assured, then, of hearing hyper-caffeinated sales staff blaring in radio ads about ZOMG GREAT DEALZ ON 2018 WRANGLERS – only for frustrated shoppers to discover they are actually talking about the lame-duck Jeep and not the shiny new off-roader.

Nefarious dealer bait-and-switch tactics aside, what does the new Wrangler pack into its base trim?

It’s always risky trying to soften up an object that’s known for being badass in order to better please the larger market.

After all, who wants to see a movie in which Danny Trejo and Norman Reedus debate Wittgenstein over a game of backgammon while sipping on tea?

That’s the challenge Jeep faced with the 2018 Wrangler – how to modernize it in terms of on-road behavior and creature comforts while not losing any of its off-road capabilities. The company had to keep the toughness while also softening the roughest edges. It’s not an easy balance to strike, but based on a first drive, Jeep pulled it off.

Thanks to a seemingly never-ending slow drip of leaks, it feels like we’ve known the next-gen Wrangler’s official details for eons now. Never mind that I took my turn behind the wheel just about exactly one week after the official wrap came off at the 2017 Los Angeles Auto Show.

Over the past day or so, the Jeep brand has cast off every last bit of mystery that once surrounded the next-generation 2018 Wrangler like a cloak. The long-anticipated model is now laid bare, exposed to more scrutiny than your average Hollywood/media sex suspect.

We know all the intimate details. Every reshaped opening, every rejigged returning feature, every new powertrain option. Jeep may as well have accidentally sent us a series of bathroom selfies.

Having seen all there is to see, does any element of the new JL give you pause? Is anything needling you, leaving you with a less-than-perfect taste in your Jeep-loving mouth?