Jeep Demographics: Income, Age, Gender and More

What state has the most Jeep vehicles? What is the Jeep Wrangler target market?

We’ll kick off our Jeep® demographics article with the states with the most Jeep Wranglers. We hope you’ll learn more about Jeep demographics and what kind of a person drives a Jeep Wrangler.

The state with the most may surprise you.

CLICK TO ENLARGE: The state with the most 2007-2021 Wrangler JK, JKU, JL and JLU Jeep vehicles may surprise you. It’s New York.

We looked at 2007-2018 and 2018-2023 Jeep Wrangler and Wrangler Unlimited (JK, JKU, JL and JLU) and most are in…New York. Yeah, it surprised us, too. Jeeps are so popular in unexpected places.

The states with the most JK, JKU, JL and JLU Wranglers are New York, followed by Texas, California, Michigan and Pennsylvania.

If you look at total Wranglers including the 1987-1995 YJ and the 1997-2006 TJ, the top states for Jeep Wranglers are less of a surprise. Number one is California, followed by Texas, New York, Pennsylvania and Florida.

What states have the most Jeep Wranglers per capita? For 2007-2023 JK, JKU, JL and JLU the states with the most Wranglers per capita are Oklahoma, followed by Michigan, New Hampshire, Wyoming and New Jersey.

The states with the least amount of Wranglers per capita start with Mississippi, followed by California, Washington D.C., Tennessee and Alabama.

Jeep demographics: gender and “women in Jeeps”

CLICK TO ENLARGE: 30% of 2018-2021 Jeep JLU Wrangler Unlimited owners are women.

Next, we looked at gender to find out what kind of person drives a Jeep Wrangler. If you’ve spent time looking for this on the internet you already know this is a topic of a lot of debate. Some people share an opinion that the Jeep Wrangler is mostly owned by women. There are a lot of searches on Google for “women in Jeeps” and “Jeep women,” too.

First we looked at owners of new 2018-2021 Jeep Wrangler Unlimited. That’s the JLU to Jeep enthusiasts. We found 30% of Wrangler Unlimited owners are Jeep women. The Wrangler Unlimited is the four-door version.

CLICK TO ENLARGE: 26% of 2018-2021 Jeep Wrangler JL (2-door) owners are women.

It changes a bit when you remove the Wrangler Unlimited from the equation.

26% of new 2018-2021 Jeep Wrangler JL owners are Jeep women.

CLICK TO ENLARGE: 28% OF 2007-2018 Jeep Wrangler and Wrangler Unlimited owners are female, 72% are male.

For the 2007-2018 Jeep Wrangler and Wrangler Unlimited (JK and JKU) gender, 28% of these are owned by women, 72% by men. It really doesn’t matter if you break it down by Wrangler (2-door) vs. Wrangler Unlimited (4-door), either. The ownership by gender is still 28% female, 72% male.

For our gender analysis we pulled from our consumer database of over 300,000 2007-2023 Jeep owners.

Jeep target market: income

We looked at household income for our next analysis to find out what kind of person drives a Jeep Wrangler. We discovered household income for Jeep Wrangler and Wrangler Unlimited owners doesn’t change dramatically between the JK/JKU and JL/JLU models.

The average household income for the 2-door Jeep JL is $115,616. The average household income for the 4-door Jeep JLU is a bit higher at $122,673. It is only slightly lower for the older 2007-2018 models. The 2-door Jeep JK is $111,956.

Comparing that to the US, the median household income in the US was $67,621 in 2020. (By the way, average household income for a Wrangler owner is not the same as median household income. For “average” vs. “median,” click here.) In 2020, the median income for employed individuals was about $43,000.

For this analysis we pulled data on over 400,000 2007-2023 Wrangler owners.

Jeep demographics: home ownership and value

CLICK TO ENLARGE: 94% of Jeep JL and JLU owners also own their home.

What kind of person drives a Jeep Wrangler? A lot of home owners. Most Jeep Wrangler owners own their own home. We found that only 6% of new 2018-2021 JL and JLU owners don’t own their home, while 94% are home owners. The home of JL owners have an average value of about $200,000.

Keep in mind that home values can vary significantly from state to state, from an average of $107,064 in West Virginia (lowest in the US) up to $579, 332 in California (highest). It’s almost misleading to even cite an average home value but we wanted to include it with other our Jeep owner demographics.

The percentage of Americans who own their home has ranged between about 64% to 67% in recent years, so Wrangler owners are significantly higher than the US average.

CLICK TO ENLARGE: Just 15% of JK and JKU owners don’t own their home, while 85% do.

When it comes to 2007-2018 JK and JKU owners, home ownership drops slightly to 85% own a home, 15% do not.

Average home values for new JK and JKU owners are about the same as JL and JLU owners. In both cases, 4-door Unlimited owners have slightly more expensive homes at around $210,000.

Jeep demographics: age and children

Jeep Wrangler owners tend to be a younger demographic.

Here are the average age groups for new 2018-2023 Jeep JL owners, 93% of whom have children in the home:

• Under 25: 1%
• 25 to 54: 38%
• 55 to 64: 30%
• 65 and older: 31%

Here are the average age groups for new 2018-2023 Jeep JLU owners, 96% of whom have children in the home. This explains in part why are Jeeps so popular. The 4 doors make it easier for families to get in and out. Notice the 4-door Wrangler Unlimited has a higher percentage of children in the home than the 2-door body style, and has a much younger demographic. It appears the JLU Jeep target market here is young families with children.

• Under 25: less than 1%
• 25 to 54: 56%
• 55 to 64: 28%
• 65 and older: 16%

Here are the average age groups for 2007-2018 Jeep JK owners, 92% of whom have children in the home:

• Under 25: less than 1%
• 25 to 54: 33%
• 55 to 64: 34%
• 65 and older: 33%

Here are the average age groups for 2007-2018 Jeep JKU owners, 94% of whom have children in the home. Here again the 4-door Wrangler Unlimited has a higher percentage of children in the home than the 2-door Wrangler and a significantly younger demographic. As with the JLU above, this explains in part why are Jeeps so popular. Here again, the JKU Jeep target market looks like it was young families with children.

• Under 25: less than 1%
• 25 to 54: 52%
• 55 to 64: 29%
• 65 and older: 19%

Jeep demographics analysis analysis

This data comes from the master vehicle owner database of 175+ million car and truck owners, which includes large amounts of consumer-level data. This is then added onto vehicle records. This provides a high level of accuracy when we analyze Jeep demographics data. It avoids survey errors from self-reported data or other types of “sampling errors.” Most of the statistics cited on this Jeep owner demographics analysis have a margin of error of +/-2.5% at a 95% confidence level.

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