It’s one of the most puzzling conundrums in the auto industry: how does an anachronism like the Jeep Wrangler rattle off ever-increasing sales numbers each and every year? By any rational measure, the Wrangler’s old school platform lags behind its SUV competitors by at least several generations, and yet each year hundreds of thousands of customers look past the clunky steering, rough ride, and wince-inducing fuel mileage to embrace its rugged image and drive one home from the dealership.

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