Brand loyalty among Jeep owners — not to mention brand image across the nation — remains at the top of the auto industry. And for good reason: in its 80-year-plus history, the headlining Jeep, the Wrangler, remains shockingly close to its Willys origins. And when change comes, Jeep delivers it carefully.
Take styling. For 2024, Jeep raised and opened up the seven-slot grille, integrated the radio antenna into the windshield and offers new wheel designs. That’s it. The new 2024 Jeep Wrangler includes zero changes to the frame and only minimal adjustments to the body to improve crash safety.
The Wrangler carries on with a simple shape: straight lines, exposed hinges for also straight doors, and perfectly vertical cliffs where the body ends at the front and rear. To quote Jim Morrison, head of Jeep in North America, “It’s a brick. And the original ’41 (1941 Willy’s jeep) was a brick. That’s one thing our customers keep demanding we don’t change, so we don’t change.”
Yet, upon closer look, there’s a lot of new in the 2024 Jeep Wrangler. Some things are predictable, such as more off-road capability, new and larger digital screens inside, and more safety. Some things are less so, like submersible-powered front seats and what Jeep calls a power box for 4xe owners to turn their battery pack into a rolling electronic power source.
Jeep sent me to southwest Utah to test all that and more with the new 2024 Wrangler. I drove it on a winding, hilly drive on paved roads and ascended, avoided and snuck between a bevy of obstacles off-road. The Wrangler is still a brick, alright, but it’s a darn capable one.
