1. Finding a dealer salesperson who speaks Jeep
Written by Fred Ginsburg and “Uncle Ray”
Find a dealer salesperson who speaks Jeep!
Purchasing a new or used Jeep (or other 4x4 offroader) can definitely be a challenge, especially if this is your first offroad vehicle. Fortunately, there are a lot of good YouTube videos that explain the process and warn you of typical sales tactics. But in this series of articles, we will attempt to summarize and explain what to expect during your car shopping experience.
The first thing that happens when you step onto the lot of the dealership will be your being approached by a salesperson. They will greet you, and begin asking about what kind of vehicle you are in the market for. Talk about the car, but DO NOT talk about you. Keep them in the dark; just answer cordially but generically. Don’t tell them what you do for a living, where you live, how much you earn, or anything else that will help them PROFILE you. Most importantly, do NOT discuss ideal monthly payments (budget), or trade-ins.
Before the conversation goes too far, your first super important task is to assess that salesperson.
There are four types of salespeople: freshmen (new to the game), old timers (who know all the tricks), Chrysler generalists who may also sell Jeeps, and Jeep aficionados who may also sell Chryslers.
My first choice would be the freshman who is enthusiastic about Jeeps and knows them inside and out. Being a bit new to the car lot means that he or she may not be as sneaky or manipulative in the beginning, but eventually their boss will take over and then the games begin. But for now, we are just window shopping.
Most of the sales force on the lot concentrate on selling across the whole brand, which could include the full line of street vehicles, and maybe RAM trucks. The Jeep line covers a lot of street vehicles, not only Wranglers & Gladiators (Jeep pickup trucks). These family vehicles are a whole different mechanical breed than our 4x4 offroaders, and the sales approach is less technical and more “daily commute” focused.
“Jeeps are probably the most complicated vehicles to shop for, because there are so many configurations and options.
What you need to do is to find the salesperson on the lot who is really into 4x4 Jeeping.”
Jeeps are probably the most complicated vehicles to shop for, because there are so many configurations and options.
What you need to do is to find the salesperson on the lot who is really into 4x4 Jeeping.
This means that you are going to have to do some online studying before you begin car shopping. You don’t need to become expert in all things Jeep; but you do need to fully understand at least three technical aspects about Jeeps, so that you can test the salesperson’s knowledge and understanding.
Read this website, or go on YouTube, and just pick three topics. Doesn’t really matter which three; but you need to gauge how quickly and confidently the salesperson answers them. If they need to look it up on the computer, or read the window sticker, or check the manual – they FLUNK.
Examples of things you could ask about: open differentials v limited slip v lockers; AWD v 4WD; 4-hi v 4-lo and how to engage; airing down/up; lifts v ground clearance; Electronic Stability Control; sway bars.
Yes, it is easier to just go to a showroom rather than play student and study about Jeeps. Remember, though, that Jeeps are damned expensive. Is it not worth a few hours of your time before dropping several months or a year’s salary on a purchase.
Let me give you an example, based on my own car shopping experience for our Jeep.
One of the options (back in 2020/2021) was that the Sahara could be ordered either with a standard open rear differential, or a limited slip differential. I really had no idea what any of that meant, but I went online and learned. We definitely wanted the limited slip (aka anti-slip) rear diff, since (at that time) the Sahara did not offer lockers and the expensive Rubicon (with lockers) was out of our budget.
We explained that to the salesperson, along with a list of all the other options that we wanted. She preferred selling us on a Jeep already in stock, as opposed to custom ordering a new car from the factory. So she brings up the inventory list on her computer, finds something close to what we were looking for, and proclaims “This Sahara has anti-lock brakes, just what you asked for!”
“No, we need an anti-slip or limited slip rear differential axle.”
“Read it. Right here, see, it says it includes the anti-lock braking.”
“Is there anyone else here who can help us? You obviously are not familiar with Wranglers.”
And so we left. In a hurry. To another dealer.
It is important for you to throw a couple good questions at your salesperson to see if they are experienced with Jeeps. Do they know the answers, and do they explain them to you in a manner you can understand? Because later on, you will be asking for their advice and recommendations regarding all of the many options available in the Wrangler series. Some you definitely want, a few are just overpriced cosmetics that are better to just add on your own later, and others may be things that you don’t really need now but will regret not getting later on.
For example, when we ordered our Sahara, we did not care about the towing package. We had no expectation of needing to tow anything. However, the towing package included not only the tow hitch, but electrical hookups for towing, auxiliary wiring & cabin switches for future stuff (such as mobile radio, trail lights, etc), heavier duty suspension, and a couple other techie things. It also added better resale value for the future.
You need a salesperson that you can trust in terms of what options are available, the pro’s and cons of each, and the importance or personal value of each based on your intended purpose and lifestyle. Daily commute, long road trips, easy scenic trails, intense rock crawling? Jeeps come in different flavors, depending on what you plan on using them for.
Some Jeep mods and accessories are worth ordering as part of your original package, but you don’t want to get suckered into overpaying for simple, bolt-on hardware that is readily available from aftermarket vendors.
If your salesperson always keeps their cool and only wants to upsell you on MOPAR or dealer installed upgrades, maybe look for someone else more honest and who shows more enthusiasm about offroading and the Jeep community.
At this stage in shopping, you need ADVICE about Jeep model trims and options.
After you figure out just what you are looking for, it will be time to worry about making the best deal and how to avoid consumer traps.
