Styling
The look, the fact it's fully loaded AND has a manual transmission. I bought it will very very low mileage, 2566. It's a fun ride
Ride and Handling
It's a Wrangler. It's made for offroading and modding. So even "ride and handling" has a special meaning in re: the Wrangler. Sure, you feel every bump, but you can ride over anything - for example.
Styling
It's just cool. It's sexy. It's fun. You can "get it naked" in the summer - take the top and doors off, which is way more fun than it even looks. And a Jeep just has that classic military look - mine is Sarge Green which makes a lot of sense. It also seems natural to pound old-school hip-hop out of it - but get the upgraded audio if it's an option. (It's standard on Rubicons since 22.)
Weather Versatility
And again, "weather versatility" has a special meaning in re: an all-terrain 4x4 whose doors and top come off. Particularly with a few well-chosen mods, a Wrangler is ready for anything. It's that bumper sticker "Your car can go fast but my Jeep can go anywhere." Overall I give it 4/5 stars because "it is what it is" and you have to be in love with that, but a lot of people are. If driving doors-off looks fun to you, you're probably one of us.
Cabin Noise
I mean, cabin noise - yes. Cargo space - no. There are plenty of "cons" you can list if those things are important to you in a car. But it's like complaining that your motorcycle is windy.
Cost to Maintain
Again, cost to maintain - it ain't cheap, and getting sucked into expensive modding is kinda the point. Fuel economy - not great, worse with a lift. But if you want a budget gas-sipper, go with a Hummer.
Interior Space
I have a 2-door. Watch adults try to get in the back seat. Even if I get groceries, it's a little hard to access. In the tailgate I've got my ice scraper and tire inflator and it's basically full. But the Wrangler is not about getting groceries. It's not domestic or practical. It's your sexy fun friend on the side...lol. The 4-door is much more accommodating, but I feel like the 2-door is the "real," "classic" Jeep, and just has a cooler profile.