I did enough research to realize they the factory head unit won’t cut it. The head unit is the brain of the sound system, and as much as I like the factory look, it’s simply not powerful enough to handle a “good” sound system.
I ended up doing this:
https://wranglertjforum.com/threads/upgrading-the-sound-system-on-your-jeep-wrangler-tj.11104/
And let me tell you, this sound system is mind blowing. 70 mph on the highway with no doors or top, and at 2/3 volume you can hear the music very loudly, even with all the wind noise. It blows me away how good the sound is now!
Thanks @Chris. I don't listen to much music in my Mazda (noisy cabin) and don't think I need a powerful speaker system in my Jeep either. I only want to add bluetooth and that's why the 1factory option seems appealing. Your new system is spec'd really well .. I bet it is LOUD if you crank 'er up to 11!