Jeep is the rare car brand that's cutting prices right now

STELLANTIS NV'S JEEP brand is mounting a turnaround bid by cutting prices, an unusual strategyin an increasingly exorbitant US car market.

- BLOOMBERG

The quintessential SUV brand has simplified its lineup, offering fewer model iterations and reducing up-charges. Take the Wrangler, for example - Jeep has both trimmed base prices and slashed the cost of configuring its halo vehicle with extra options.

A Wrangler Sport S now starts at $42,495, down $1,350 from the prior model year. Opting for a version with LED lights, all-terrain tires, and a heated steering wheel and seats now sets a customer back roughly another $5,000, instead of almost $9,400 previously.

"We did this on every car,"