I would point out that the older V-6 engine wasn't noted for good fuel mileage. The latest one is. Heck, it's EPA rating is 1 mpg better than the rating for my 2000 Wrangler's 4 cly. engine, even at twice the horsepower.
The other thing is that the standard axle ratio for the Warngler's is a 3.23. The 3.73 ratio is optional. But on the Rubicon models it's been only availiable in 4.10 until this year. You can get a Rubicon with a 3.73 now. Odviously the higher ratios will impact highway mileage. E