I think they also benefit from the fact that off road hobbyists really do use Wranglers. They just use ancient models which have been lovingly restored and modified over decades, but they're Wranglers.
So then the more aspirational type want to emulate them, but they want it newer and shinier and with a warranty, so they wind up with the substandard SUV which is the new Wranglers.
Exactly the same story with Land Rovers in the UK, incidentally.
So then the more aspirational type want to emulate them, but they want it newer and shinier and with a warranty, so they wind up with the substandard SUV which is the new Wranglers.
Exactly the same story with Land Rovers in the UK, incidentally.