It wasn't too bad actually, I bought it used and had to fight with the stealership to get them to honor the posted price (they claimed typo), that was fun... They tried to recoup their "loss" by shorting me on my trade in, not gonna happen, lol. Basically I got an excellent condition Rubicon way cheaper than a new base model, and on par with most non rubi TJ's. Definitely wasn't cheap, but wasn't a complete bank buster. The mods? So much cheaper when you install them yourself!