The Secrets to Your Lowest Possible Price on a New Car

Did You Know Every New Jeep Wrangler Has a Secret Price?

It's the low price dealers offer Internet shoppers...

Discover the Dealer's Secret Price

Over the past month, we helped 97,584 new car buyers find their perfect car!

2016 Jeep Wrangler
2016 Jeep Wrangler

Price Range: $23,895 to $33,095

Your Price: Ask Us

I thought I'd try your free services since I didn't want all the drama and stress of negotiating the price. It worked! It was so easy to save money and I love my new car!Gina L.
Los Angeles, CA

2016 Jeep Wrangler Overview

Price Range: $23,895 to $33,095

Your Price: Ask Us


The 2016 Jeep Wrangler remains arguably the most capable “out of the box” off-roader you can buy today, ready to traverse any terrain from the moment you drive it off the lot.

Last year, the Wrangler added new standard features like an eight-speaker stereo and a toolkit for removing various exterior parts like the doors and roof. For 2016, changes include the introduction of a Black Bear Edition model that adds onto the Sport trim, but otherwise the Wrangler carries on unchanged.

The Wrangler’s styling remains unique; it is very easily recognizable with its upright stance, seven slot grille, and giant fenders. The Wrangler is also sold in a larger, four-door version called the Wrangler Unlimited which is covered separately. As we mentioned before, much of the Wrangler can be removed; the doors and roof come off after you loosen a few bolts and the windshield can fold down as well. Wheels range from 16-18 inches in size, with a full-size spare mounted on the rear gate. Fog lights are standard, with side steps for easier entry and a hardtop (still removable) optional.

Under the hood the Wrangler uses Chrysler’s ubiquitous Pentastar 3.6-liter V-6 which makes 285-hp. It comes mated to a six-speed manual or five-speed automatic transmission. Four-wheel drive comes standard, with plenty of extra mechanical upgrades available like a 3.73 or 4.10 axle ratio, a rear-axle locker, and a sway bar disconnect system.

Inside, the Wrangler’s cabin opts for function over form, with a rugged aesthetic that carries over from the exterior. Standard features include satellite radio, an eight speaker stereo, cloth upholstery, and an auxiliary audio input. Also available are air conditioning, a 115-volt power outlet, navigation, an Alpine stereo, leather upholstery, and heated front seats.

Standard safety equipment includes front airbags, antilock brakes, hill-start assist, and electronic stability control with roll mitigation. Side-impact airbags are optional.

Secret 1: Consumer Incentives

Zero percent financing, employee discount, cash back, out-the-door price tags...

Most dealers work hard to offer the public competitive prices. These incentives can grab your attention, but they can also obscure the actual terms you're getting on your purchase.

How can you fully understand incentives to get the lowest possible price on your car?

Secret 2: Finance & Insurance

Most state franchise laws prohibit manufacturers from selling cars directly to the public, so the dealer will be your middleman. But in terms of financing and insurance, you can choose a bank or the dealer directly.

How can you determine what's in your best interest?

Secret 3: Additional Costs

Destination charges, taxes, license and title fees, advertising fees... When going to a dealership, you must ask for an explanation of any fee you don't understand. But you need to choose your battles wisely. Your local car dealer may have taken a loss or slim profit along the way, and your fighting over something like a doc fee when the deal is nearly wrapped up may be counterproductive.

In any case, there are many fees and charges in the sale process: some inevitable, others questionable.

How do you tell them apart?

Secret 4: Trade-in Value

If you currently own a car, it probably represents profit. The question is, whose profit will it be?

With few exceptions, you'll get the most money for your used car by selling it privately. That's because dealers pay wholesale prices — not retail prices — for used cars, and they sell them at retail.

Your current car's value can be used to lower the price on your new car. However, most people underestimate their used car's value when going to a dealership.

How can you maximize your value?

Secret 5: Dealer Holdback

The car manufacturer holds back a fraction of the price of all vehicles the dealership sells. Then, it returns the money to the dealership, usually on a quarterly basis.

Dealer holdback began its life as a safety net that ensured the manufacturers would have a security deposit of sorts if a dealership missed payments, and the dealerships would have money on hand to cover overhead costs when the holdback was returned.

How can you take advantage of dealer holdbacks to get the bottom line price?

Secret 6: Dealer Incentives

Unlike consumer incentives, dealer incentives are factory-to-dealer incentives that reduce the dealer's true cost to buy the vehicle from the factory to below invoice.

Manufacturers offer these incentives on a regional basis to generate sales on specific models. These incentives are sometimes referred to as "spiffs," and they can touch off competition among dealers to move slower-selling stock.

For instance, a dealer incentive may kick in when a certain sales target is reached, with each subsequent sale resulting in a higher factory-to-dealer rebate.

How can you benefit from that?

Get your free quote above and we'll tell you these secrets.
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