Okay...I'll bite.
Price:
[*]Know the invoice price before you walk through the door.
[*]Pay no more that 1% under invoice with $75 in total dealer fees. Join Tread Lightly for 3 years for $60 to get this price...although you should be able to do better.
[*]Don't pay for dealer-installed options. Not a dime...unless YOU asked for them.
[*]Don't negotiate for any combined trade-in/financing price...or monthly payment price. Negotiate each part of the deal separately. i.e., negotiate for the out-the-door price on the new wrangler first...THEN negotiate for a trade price if you have one...and THEN discuss financing.
[*]I'm not a fan of paying for rustproofing or service plans, but others might disagree.
Options:
[*]Get the axle ratio that you want at the dealer. Changing it after the fact is very expensive. BTW, IMO, 3.21 is not great...and 3.73 is the best bet for 90% of people rocking an auto trans...and I say that as a guy with 4.10
[*]If you don't know why you would want a Rubicon, you probably don't need one, but hey, it's your money...so go wild.
[*]If you think that you might want a hard top, get it when you buy the wrangler...either with the dual top option or by just getting a hard top and potentially adding a soft top later. Buying an OEM hard top after the fact is pretty expensive...and you have a lot more attractive options for third-party soft tops.
[*]Trailer tow option is a rip off as of 2013...and the price just went up more. It includes nothing more than the hitch and harness, which you can get for under $100 on Quadratec.
[*]Seat heat is nice...and is pretty inexpensive if you get it at delivery. Of course, if you live in Florida, you might not need it.
[*]I personally love the combination of 430N and connectivity group. My text messages are read to me, I can change channels by speaking, etc....and to me, it wasn't worth the hassle of adding in a head unit after the fact...but keep in mind that the stock sound sort of sucks and portions of the Nav/DVD will not work when you are in drive....so if you are an audiophile and don't mind giving up full steering wheel integration, you might be able to hook yourself up better at Crutchfield.