The Jeep Wrangler is an icon. It’s the vehicle of choice for rock crawlers, overlanders, and anyone who dreams of adventure. Jeep slaps its name on everything from bicycles to baby strollers, banking on the Wrangler’s rugged reputation. But when it comes to what people actually buy, Subaru wins. In 2024, almost every Subaru model outsold the Wrangler.
That’s right—every last model. Jeep moved 181,409 Wranglers last year. Meanwhile, Subaru sold 263,872 Outbacks, 206,029 Foresters, 201,844 Crosstreks, and 152,125 Ascents. Even the Impreza and Legacy, Subaru’s lesser-known sedans, beat the Wrangler. The only Subaru that didn’t? The BRZ sports car, which is hardly an off-roader.
Capability vs. practicality
There’s a simple reason why Subaru is crushing Jeep in sales. The Wrangler is a beast in extreme conditions—solid axles, locking differentials, and a removable roof make it one of the most capable 4x4s ever built. But most people aren’t rock crawling. They just need a vehicle that gets them to the trailhead, up a snowy pass, or through a slightly muddy back road.
That’s where AWD crossovers shine. Subaru’s Symmetrical All-Wheel Drive gives drivers real-world capability without sacrificing comfort. A Wrangler can climb a boulder, but a Crosstrek will get you through a blizzard with heated seats and 30+ mpg. And with modern unibody construction, Subarus handle better on pavement and don’t punish you with a stiff, bouncy ride.
The numbers don’t lie
Jeep’s legendary Wrangler has been a symbol of adventure for decades. But when people put their money down, they’re picking AWD crossovers instead. Subaru sold almost 1 million vehicles in 2024, dwarfing Jeep’s Wrangler numbers.
It’s not just Subaru, either. Other AWD crossovers are eating into the SUV’s dominance. The Toyota RAV4 outsold the Jeep more than two-to-one with 434,943 units moved. Even the Honda CR-V left it in the dust with 361,457 sales.
The future of off-roaders
Hardcore off-roading still requires a full-frame 4×4 like the Wrangler. That’s not changing anytime soon. But for the rest of us, AWD crossovers offer a better balance of capability, efficiency, and comfort.
Adventure vehicles should make life easier, not harder. That’s why buyers are choosing Subaru. They’re not looking for the star of the show—they just want a car that gets them to the good stuff. And in 2024, the numbers prove they’re choosing crossovers.
