The Wrangler JK is also highly profitable, both for Chrysler and for dealers. Incentives on the vehicle are nearly nonexistent. Expensive special editions, often little more than sticker packages, regularly sell out in weeks, if not days.
And when Chrysler executives are asked to identify their greatest challenge, their answer invariably is "to figure out a way to make more Wranglers." U.S. sales of the Wrangler are up 8 percent this year at 45,291.
Someday soon, Chrysler executives will crack that production constraint and make room for things such as a diesel Wrangler and a Wrangler pickup, driving even more consumers to consider a Wrangler.
When that day comes -- as on this day -- Chrysler executives ought to tip their hats to their Daimler-era predecessors who saw the money in those 2 million extra doors.