I purchased my Wrangler X for delivery in Japan where I live. I've had it for about two weeks and am having a blast driving it. Don't really like the 12mpg I'm getting around town with the price of gas what it is; expected more from EFI 6 (my AT may have minimal effect on that). Not used to steering wander but I found that on Range Rover so must be ok. Can't wait for my first off-road. Luxury car drivers won't like this at all! But they won't buy one either. Can't wait for top/doors off weather!
Color choices, massive engine power, ride comfort, simple construction with easy access to everything, reputation for reliability, soft top, large console storage (subwoofer) box.
Better fuel economy, more standard stereo size to facilitate upgrades, kick plates at door entry point as standard.