And barely a down payment in others. (cough, cough) JK/U's are popular. The Rubicon in all it's JK flavors even more so. Anything with wheels on it is just flat out expensive these days. Especially anything worth driving. You are going to pay a premium to drive a cool rig like a JK/UR.
Sure, a Hemi would be nice in the JK, but remember that the original MB only had something like 36 HP. It got around just fine. The 3.6 pushes the JKs down the road great for all intents and purposes. Heck, we blew across South Dakota at 10 over the speed limit with me and two women and all their luggage in our JKU without any drama what-so-ever. Over hill and dale, never impeding traffic in the slightest. Got pretty decent mileage in the process. You could melt 35's to the asphalt with a Hemi, but I'm a little past that appealing to me.
Bottom line is you got to pay to play. If nobody wanted a Wrangler, TJ's would be going for $4,000 and down and JK's would be going for $18,000 and down. But a lot of people do want a Wrangler and are willing to pay for them.
And hey... If you're willing to pay for it, more power to you! I just won't buy any vehicle that is 40k... Not unless I get rich or something. The monthly payments on that (without a good sized down payment) are way more than I would feel comfortable with.
I like the feeling of owning my car, not my car owning me. But, this is coming from a guy who isn't rich and supports a family of 4 (including myself).
I even snagged our 2015 Subaru Outback for a smoking deal... 15k! Basically a 32k car for less than half of what it costs brand new.
JKs are nice, but way too spendy for my taste.