Selling Rubicon to friend: what’s it worth?

I’m gonna say that’s easily a $20,000 TJ on the open market. From there you decide the friend discount. If I got that jeep for $20k I’d be happy but I’m not looking.
 
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I don't know how relevant it is but out here (PA) TJ values have cratered following their surge a few years ago, doesn't seem like people can give'm away anymore. That may be the general situation, though with a really nice one there's probably still going to be buyers on the higher end and that rig looks and sounds pretty nice...
 
Based on the parts you have installed and it being rust free, I would list it for $25K online if I was selling it. Knowing this would give some wiggle room to come down. Selling to a good friend I would be at the $20K mark like most in here have said. A one owner rust free TJ Rubi with 50K miles is a pretty good find. One that comes with the follow items makes it better. I would say the only real negative item on your mods list is the RE suspension and Bilstein shocks. That's the setup that came on my LJ Rubi and all that's left of it is the springs for now.
  • Unused soft top
  • Currie HD steering
  • Currie RockJock Dana 60 w/Eaton ELocker
  • 4.88 gears
  • Atlas II transfer case
  • Tom Wood’s driveshaft
  • GenRight aluminum gas tank
  • Warn 9.5ti winch
  • AEV big brake kit
  • AEV 17” wheels
  • Cooper Discoverer STT Pro 35”


What ever I felt was a fair price. I know I will never get out of it what I have invested in it, so I would ask what I thought it was worth.

That's something only you can determine.
I agree with this 100%, you have to be happy with the price you get no matter who you sell too. I just sold my good gas mileage car, a 2002 Acura RSX w/ 125K miles on it a couple months ago. I had 3 friends tell me they'd buy it if I ever sold it. Well the time came and I offered it to each of them. Told them $7,500 was what I was listing it for online, but I would sell to them for $6,000.00. All of them expected the price to be under $5K, so I didn't sell it to them. Instead listed on Martketplace and sold in 12 hours for $7,500 (Should have listed it for $8,500).

My LJ Rubi I wouldn't sell for under $30K. I would even have a hard time letting it go if someone offered that.
 
What factors/information would you rely on to set your selling price?

Your geographic area is a factor. Around here (Mid-Atlantic, northeast), finding something with a clean frame is probably a major factor, not only on what a seller might list for but also what a buyer's willing to pa (assuming they aren't clueless).

I spent over two years hunting down an LJ with manual gearbox and rust free frame. Passed over a lot of less expensive LJ's with automatics or vehicles with questionable frame conditions. I personally wanted no modifications, but beggars can't be choosers, as they say. I also had no choice in color, unless I wanted to continue the search for a few more years. I did have a budget of $20k, all in.