Chrysler basically realized that their median customer was married and asked "what are all the reasons people don't let their spouse buy the 2dr Wrangler?" and developed minimum viable solutions.
Don't like convertible -> let me show you the factory hard top, we've got them in every color.
Need to haul kids -> 2nd row has doors now
Just want the look -> super cheap 2wd base model
Want stupid proof AWD instead of 4wd -> that's an option too
And on and on and on. They basically ran down the list of everything that could get a purchase veto'd by someone's significant other and solved it, even if in a poorly done on paper only sort of way.
And in doing so they took at niche vehicle, that sold ok but not great into something that could in theory be bought by anyone looking for a 4dr SUV. Sales approximately doubled(!) as a result.
