Jeep, a brand under Stellantis, said on the 19th it will sell 30 units in Korea of the Wrangler Rubicon "Goldilocks Edition," exclusively through its official Naver Store.
Goldilocks is the name of an amber-gold color that adds deep metallic texture to a warm golden hue, appearing vivid gold under strong sunlight and shifting to a deeper orange in shade or low light. It was inspired by the brief moment when the world is bathed in golden light, the "golden hour."
Introduced as a new color for the 2026 Wrangler and Gladiator lineups, it is a premium color that carries an additional expense of up to $895 (about 1.26 million won) over standard colors in the global market.
The Goldilocks Edition is based on the Wrangler Rubicon 4-door hardtop. It is equipped with a 2.0-liter inline four-cylinder gasoline turbo engine producing a maximum 272 horsepower and 40.8 kg·m of torque, paired with an 8-speed automatic transmission. It retains Rubicon's signature off-road capability, including the 4:1 Rock-Trac HD full-time 4WD system, Selec-Speed Control, and Off-Road Plus mode.
This Goldilocks Edition will be sold exclusively through the "Jeep official Naver Store," a first for the Jeep brand. Customers can see the vehicle information, price, and purchase benefits for the Goldilocks Edition at a glance, and reserve a vehicle purchase by paying a 3 million won deposit.
After making a Naver reservation, customers complete the final contract and settle the balance at the Jeep authorized showroom they choose, following a professional consultation, and then take delivery. Because Stellantis Korea is selling directly and transparently discloses vehicle prices and purchase benefits on the official Naver Store, customers can compare prices and terms by showroom and reserve and buy a vehicle at any showroom nationwide under the exact terms published on Naver without separate price negotiations.
For customers who want to see the actual vehicle, Jeep has also displayed the Goldilocks Edition at metropolitan area showrooms, including ▲ Gangnam/Seocho ▲ Suwon ▲ Bundang ▲ Ilsan ▲ Incheon.
The Goldilocks Edition is priced at 87.9 million won, and with up to 8 million won in purchase benefits to mark the opening of the official Naver Store, it can be purchased for 79.9 million won. In addition, a powered side step worth about 1.2 million won is included as standard, all buyers receive a "Jeep × Helinox Field Office Cube" worth about 340,000 won, and Naver membership holders can earn and redeem regular points for discounts up to 110,000 won. As a result, the maximum value of benefits customers can receive comes to 9.65 million won.
Bang-sil, head of Stellantis Korea, said, "We chose the Naver Store to enter customers' everyday shopping paths," adding, "Starting with the Goldilocks Edition, we plan to continue applying this to future sales of Jeep edition models."