I keep hearing about Ford's better prices and options, but I don't see it. If I get the base model I'm stuck with the 2.3L I4 and manual transmission. I add the Sasquatch package to a full sized based 4 door and I'm at $40,000 MSRP. I doubt given the new release I'll get any deals from the dealer and with demand the price may go higher.
I priced a low option Rubicon on the Jeep website and it started at $41,000 and I ended at around $42,500 set up with a couple extra options. Looking at the Jeep/Ford options the pricing comes out basically a wash.
As far as Ford giving more options, I can only get the manual transmission with the 4 cylinder. The larger engine requires an automatic. When you switch from the manual you lose the crawler gear ratio everyone is talking about. The Bronco automatic option has a worse crawl ratio than the Jeep automatics.
They really compare well to each other right now. The IFS and hydraulic automatic disconnects, driving modes, and automatic sensors to lock and unlock the axles are different. They have a computer to help automate off road driving which will help keep some inexperienced people from getting stuck. Those people will give online opinions about how Ford is better off road. It is, at helping bad drivers drive off road. Hopefully all that can be turned off like turning off lane assist, adaptive cruise, etc on new cars that help bad on road drivers now.
Jeep will add a bigger engine, some of the new electronic driving sensors, computer automate more of the driving, round some body panels, and add a bigger tire/lift option. Ford's upper end $50,000 category starting price will set the target for that stuff.
My guess is Jeeps will get more expensive not less.
