I priced out a Rubicon recently, and it was just over $70K. Now, that was basically fully loaded, with the 35" tire pkg, steel bumpers, winch, hard top, color matched flares/top, upgraded stereo, etc. Which I figure was still cheaper overall than starting with a regular Rubicon and then adding a lift, tires, bumpers, winch, etc after market. But still... that's literally Lexus GX460 money. And far more than any 4Runner. But at the same time, the Wrangler has 35" tires, bumpers, winch, etc. so it's basically fully modded up and ready to go wherever you're willing to take it. The base model Rubicon now starts are more than what my well-equipped 2016 HardRock stickered at... And the Rubicon X MSRP is 2x what I paid for my 2009 Rubicon.
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