If it were any other vehicle, I would say you have the ultimate power as a consumer. However, Wranglers are one of the best in regards to holding resale value. For this reason, at least in my experience, it is a little harder to negotiate down the price. You will make some headway, but it is not as easy as say a F150 or Silverado. Around here, it is nearly impossible to find a used JK. We bought an 09 JK unlimited X last year new. We had to locate one (I actually found it before the dealer did). They came down very little on sticker. I was at their mercy in a sense as the vehicle we traded in didnt have enough equity. I was lucky to get it paid for actually.
01 Ford Excursion Limited 4X4, 7.3, Superchips, 6637, X codes/F350 blocks, 285 Nitto's
91 Ford Mustang GT, full weight/options, 302 5 speed, 4.56 gear, 8.09 in the 1/8