The Wrangler is hard, hard, hard to compete with. It's had several competitors, and none of them survived. They don't survive because Wranglers are terrible daily drivers. But Wranglers aren't terrible because they're a Jeep, they are terrible because of the compromises Jeep needs to make for the Wrangler to maintain offroad credibility.

Thus, most people tolerate Wranglers because A) they enjoy it, B) they like the image driving one projects. It's really not any different from a Dodge Viper, it's a terrible car that people drive mainly for image, or because melted shoe soles and burned legs are worth it for the fun.

So what happens is, Toyota/Ford/Chevy/Suzuki make a "better" competitor. But hardly anyone buys it because it's a terrible daily driver, and it doesn't have the image of a Wrangler for people to overlook it.

Even Jeep sells mostly comfy SUVs.