FCA (Jeep) made so many of the JLs, Gladiators, and just about every Dodge / Chrysler vehicle, that it's driven prices down like crazy. Now dealers are willing to handle and negotiate, whereas they weren't willing to when they first came out.
Just read an article on this same subject on Jalopnik a few weeks ago. Basically they (FCA) are sitting on a massive surplus of new vehicles, which has in turn pushed down prices.
I have to say, it's about time. The cost of some of these new Jeeps is bordering on ridiculous. 50k plus for a "recreational" vehicle... sheesh.