Gladiator sales down 22% in 4Q, 29% overall in 2023

[JTDay]

@Jglad15

Yes, now they are all pushing upper 7000s which wasn't the case just 5 years ago before all the newest generation trucks started coming out. May or may not have much bearing on purchase decisions but it seems to be a huge topic in truck forums. People talk about 100lb payload variances making a difference to them which to me doesn't matter at all. My JT has a towing capacity of 4000lbs.

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[Rahkmalla]

It is 100% the interest rates! the Discounts right are the result of that and trying to combat it ….I’ve been looking to buy a new one since my 2020 lease is up….and at 9/10/11 % its idiotic to buy at those rates….makes a 50-55k truck 800 a month ?!? Nobody is gonna do that …unless your paying cash

a 55k truck is over 900/mo with 0% interest for 60 months. not including taxes or fees.

The rules may have changed, but the rule of thumb back when i sold cars from 2008 to 2013 was if you have to extend the payment to 72 months, you can't really afford that car. Then again, back then 84 month loans were unheard of. Amazing how much things change in a decade cause now i see people buying for 96 months, which feels insane to me.

 

[aldo98229]

Ironically, that's not first in a lot of minds............ style and appearance sells almost as much as safety to many people. Look at the commercials on TV - the type of people in the ads, how they look, how they are dressed, even the glasses that are put on them or their stance in the ad. It's appearance.

No one is going to buy a vehicle believing that it is going to break down or be unsafe.

Even when they end up buying a POS, they go into it thinking that they will have a peachy ownership experience.

The more a brand can reassure buyers that they will get a good quality, safe product, the easier it is going to sell. Vehicle styling and appearance come into play only after consumers feel that these three basic needs have been met.

 

[Hootbro]

Vehicle styling and appearance come into play only after consumers feel that these three basic needs have been met.

I would argue women in general counter that assumption. My wife and just about every women I have interacted with when purchasing a vehicle has put things like vehicle styling color and how "they" look driving it front and center before things like quality and dependability come into play.

 

[Alpine Warthog]

No one is going to buy a vehicle believing that it is going to break down or be unsafe.

Even when they end up buying a POS, they go into it thinking that they will have a peachy ownership experience.

The more a brand can reassure buyers that they will get a good quality, safe product, the easier it is going to sell. Vehicle styling and appearance come into play only after consumers feel that these three basic needs have been met.

Well, smart ones anyway.....

I sold a few cars to kids that didn't care anything more than whether or not the rims were 22s and the windows were tinted dark enough..... If it was the "cool" car it didn't matter whether or not it ran, it just had to look good in the driveway

 

[ShadowsPapa]

Oh no, the gladiator only accounted for 3 billion in sales (55K at an average transaction price north of 50K). What a sales failure boo hoo the sky is falling, the sky is falling...

By this logic stellantis should cancel basically every vehicle they make besides the ram pickup, the pacifica, the wrangler, and the grand cherokee because they are all worse than the gladiator.

They have pulled out of NA auto shows........... apparently they cost too much and more people get their info on the internet and social mediocre. Auto shows just aren't doing it for them.
Interesting that they are the company pulling out of the auto shows.

 

[ShadowsPapa]

Even when they end up buying a POS, they go into it thinking that they will have a peachy ownership experience.

Yes, They are thinking and hoping that, but few dig into details and read detailed reports on ownership, studies and so on. they go by FB pages where people say "this vehicle is crap" and judge based on that, and impressions.
Those who research and strive to find the best PROVEN quality.
If it was based mostly on that, Lexus would have the market cornered on almost everything.

No one is going to buy a vehicle believing that it is going to break down or be unsafe.

You obviously missed my point - they are not going in looking for or expecting a bad experience, just that they don't buy based on facts, studies, research and so on.

I've participated in, and still do to some extent, multiple market studies (aside from psychology classes) and people don't look up stats before buying. They don't look for trouble, but the majority of buyers don't buy based on JD Powers and Consumer Reports.

 

[aldo98229]

Yes, They are thinking and hoping that, but few dig into details and read detailed reports on ownership, studies and so on. they go by FB pages where people say "this vehicle is crap" and judge based on that, and impressions.
Those who research and strive to find the best PROVEN quality.
If it was based mostly on that, Lexus would have the market cornered on almost everything.


You obviously missed my point - they are not going in looking for or expecting a bad experience, just that they don't buy based on facts, studies, research and so on.

Some do; some don't. Some buy based on brand reputation; others on prior experience.

 

[aldo98229]

Well, smart ones anyway.....

I sold a few cars to kids that didn't care anything more than whether or not the rims were 22s and the windows were tinted dark enough..... If it was the "cool" car it didn't matter whether or not it ran, it just had to look good in the driveway

I am sure.

We all have to start somewhere. It is hard to imagine how bad things can get when one has never owned a POS before...

 

[JTGuy]

We are on a wild ride for several months ahead . The RV industry is about to tank. Some of the new clean power production is about to be canceled. We could get sucked into a war somewhere or just have our own terrorist attack. I can't change any of it so I am just going to live my life. As you can see on my signature my mods are about done. I am not going to be looking at anything new for a few years.
Our JTs are above any of the other midsize trucks with solid axles and lockers F & R. We can take off the top and doors. We can make it what we want and still DD it. You want a Ranger or Canyon go get it. A Gladiator isn't for everyone.

 

[rezar1]

It's the quality and support Jeep provides. Social media is amplifying and getting the word out on both. Just look at any ad that Jeep posts on FB. For every 1 that says how much they enjoy their vehicle, 5 says otherwise. With the prices being where they are, people aren't willing to take a risk and be stuck with sub-par quality vehicle and even worse customer service from Jeep.

 

[ShadowsPapa]

Some do; some don't. Some buy based on brand reputation; others on prior experience.

Yes, and many others on styling or impressions, status and so on.
Market research (and the ads you see) back that up.

There's a lot of back and forth even here, but more out there, where one person swears by a make as being totally reliable, well-built and so on, while others pile on it's crap and theirs is proof.
Some will say Chevy trucks are best and Ford sucks, others will counter with raised voices - WRONG!
There's a lot of brand loyalty, what experiences someone had with a brand (heck, I had 100% reliability with AMCs when I first started driving), others love the looks of it in the driveway. Look at the Kia Soul ads, or the Nissan ads - aimed at a feeling more than anything else.
Cars (and trucks) are personal items, personal preference, and a lot of it is how it makes one "feel".

people aren't willing to take a risk and be stuck with sub-par quality vehicle and even worse customer service from Jeep.

Dig around other makes forums and FB pages - you'll see much of the same out there.

As far as risk - I've had excellent luck with Jeeps for decades. Never a major issue, and smaller issues were taken care of (with one or two exceptions that can be traced back to individuals)
Iv'e not found anything "sub par" so far.

It's a lot more complex than people sitting back at home or at work when the boss isn't there try to make it out to be.
Again, psychology.

 

[rezar1]

Dig around other makes forums and FB pages - you'll see much of the same out there.

As far as risk - I've had excellent luck with Jeeps for decades. Never a major issue, and smaller issues were taken care of (with one or two exceptions that can be traced back to individuals)
Iv'e not found anything "sub par" so far.

It's a lot more complex than people sitting back at home or at work when the boss isn't there try to make it out to be.
Again, psychology.

You have been lucky. My truck with less than 4K miles has had multiple issues and the support I have received from Jeep has been horrible. Probably the worse in the past 20+ years of owning vehicles from many different brands. I could handle the issues as long as I receive support but when you don't, it make the situation significantly worse.

 

[rustyshackleford]

I fear they may kill off the Glady and “replace” it with a revived Dakota with some hybrid/electric system. Hopefully not.

Service Department guy at my dealership told me 2024 may be the last year for Gladie's. He said jeep has always planed for the Gladiators to be limited sale vehicle. I cant find anything on the internet backing that up though. I am not sure how I feel about this if its true. Part of me will be sad but the other part of me is glad I bought a unique truck. We are going to be in the same boat as comanche and scrambler owners.

 

[wchevron]

I'm with the never sell my truck crowd. the plan is when the electronics start to fail, strip it down and make it a play toy only.

I may need to look into the Wagoneer for my daily as I'm seeing new 22s with $35-40k discounts.

I'm wondering if you could even do that with these vehicles. The electronics seemed to be so intertwined with the engine, transmission, etc.
I'm wondering if any modern car could make it as an antique in 20-25yrs. Technology changes so quickly it would probably be hard to find replacement electronics for vehicles now, in 20 years.

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