2WD Gear Up (with shovel, spare tire + mount, gas can + mount) goes for about $16,000
2013 and earlier model Gear Ups go for about $11,000-$14,000.
The other models (without 2WD) are cheaper.
Edit:
2014 pricing:
Gear-Up 2WD - $15,999.00
Patrol 2WD - $15,399.00
Ural-T - $12,399.00