The Wrangler JL received Motortrends "SUV of the year" award.
Do some searching and you'll see people who are normally shopping for Honda Pilots, CR-Vs, Toyota Highlanders, and other SUVs are cross shopping them with the JLU.
That speaks volumes as to who the target audience for the Wrangler JLU is these days. It's not people like you and me anymore (and hasn't been since they went mainstream with the 4-door). The audience is now people who are looking for a "cool SUV", and the Wrangler fits the bill.
So when mom and dad are out looking for an SUV, and they spot an electric Jeep Wrangler, they can save on gas and look cool while doing it (in their minds at least).
The average Wrangler buyer nowadays is not even remotely close to the average Wrangler buyer of the 90s.