Yep, and if they price it at 30k people will but the basic jeep instead.
30k ain’t gonna get you a Jeep......at least not a new one. But when it comes to safety I have no problem with an upcharge.
Also, I have mandatory rule of thumb, even if I wanted it, I never buy a make/model unless it’s been on the market for at least 5 years.....I hear the new broncos have all kinds of recalls.