When haggling with a dealer, they try to find everything they can to justify a higher cost. As a buyer, you need to find "faults" to counter this and justify why you aren't going to pay what they ask for. Typically, I have to stand up to leave one or two times before the salesman gets his boss who actually has the authority to make a deal. $14K in Upgrades? Does this include oversize tires? Well, you expect the jeep to come with tires, so this doesn't add value. They make it more attractive to buy but doesn't impact the price. Same goes for a lot of other "upgrades". If not done correctly or cheap parts used, "upgrades" may cost you money in the future if you have to correct them. Not seeing the jeep, an example would be larger tires again. Is the jeep regeared properly for the larger tires, etc.? At minimum, is the speedometer corrected? Does it have a lift? What brand? It may provide a harsher ride than stock did. Not done correctly, may cause tire wear. So "upgrades" or modifications don't usually add value to a Jeep.