Like all Jeeps and 4x4's, the Rubicon is said to be bad on gas mileage. Of course they are. They're heavy, rolling huge tires, geared low and built like a tank. The Rubicon is rated 16/20 just like my ancient 1999 Grand Cherokee Limited. If you can afford a Rubicon, the fuel costs won't bother you. Just today I saw the Jeep Grand Cherokee Hemi is rated 10/13....ouch! Now I would leave that one parked at home and take the Rubicon!
Poor gas mileage is relative, it is also a matter of personal taste and budget. To me anything over 20mpg is pretty good. I drive a full sized truck so 20 mpg is not gonna happen! The Prius crowd would claim you are destroying the planet at anything under 50 mpg ;)
for personal transportation anything under ~35mpg is poor
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