Stellantis Q2 2024 Sales Numbers: Jeep Gladiator

[BourbonRunner]

I'm bored and it's disgustingly hot outside so here's some quick analytics courtesy of Google and some thoughts of mine.

The JT isn't selling like a Ranger, GM Twin or Tacoma but it also isn't exactly in the same class nor is it marketed to the larger non enthusiast general market that buys mid-size trucks. You won't ever see them in rental or delivery fleets like Rangers, GM twins or Tacomas. That's a massive source of sales for those vehicles. Some Wranglers do hit rental fleets but not like their stablemates in the Stellantis portfolio.

Really the JT is a more of a "I want a Wrangler and I love the style but I also need the practicality of a pickup bed" than anything else. It has likely pulled some sales from Wranglers and its competition but still isn't a runaway sales success nor do I think Stellantis expects it to be.

I don't know that Jeep reliability has anything to do with it- the Wrangler has sold over a million units since 2019 and the Grand Cherokee blows that out of the water.

Wrangler (all models) annual sales, 2019-present.

Gladiator Sales (all models), 2019-present

Taking these numbers into account, here's a little percentage sales comparison. Granted, this is all Wranglers, including 2 and 4 door models. Jeep says 10-15% of all Wrangler sales are 2-doors, pulling those sales out will probably skew the numbers a little better towards the JT.

JT sales account for around 35% on average of the total Wrangler sales.

If anything, Jeep has probably taken away a minor amount of potential Wrangler owners and still manage to convert a large number of non-Jeep owners like myself because... well, I love Wranglers but they're so goddamned impractical.

It's me. I'm the target market :P

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[legacy_etu]

Sales are bad enough that Stellantis is shutting down the line for 6 weeks. They really need to get a new power train in this thing and up the value quotient .

https://www.stellpower.com/news-2024/production-cuts-close-gladiator-plant/

 

[Hootbro]

In order to have continued increase in sales, you need to steal from the other market share. Which would be Tacoma, Frontier, Colorado, and Ranger demographics.

I do not think that is 100% the case or even 50% that Jeep has to poach other mid-size market buyers to get them into a Gladiator.

I will take the hits for this comparison but I will put it out there the Gladiator has a lot more in common with the Honda Ridgeline in that they outliers occupying each end of the mid size truck segment. Both occupy a niche space that is really not representative of the majority middle percentage of mid-size truck buyers. Buyers of either could have gone outside the segment just as easily.

Even the online automotive press and Youtuber channels that do truck review and comparisons will leave out the Gladiator more times than not when making their content reviews and comparisons with the GM, Ford, Nissan and Toyota mid size trucks

 

[Flanders]

US sales of Wrangler and Gladiator going back 10 years:

Year​	Wrangler​	Gladiator​	Gladiator + Wrangler​
2015​	202,702​	​	202,702​
2016​	191,788​	​	191,788​
2017​	190,522​	​	190,522​
2018​	240,032​	​	240,032​
2019​	228,042​	40,038​	268,080​
2020​	201,310​	77,541​	278,851​
2021​	204,610​	89,712​	294,322​
2022​	181,410​	77,855​	259,265​
2023​	155,491​	55,187​	210,678​
H1 2024​	77,204​	23,478​	100,682​

Wrangler sales are at 10-year lows and both are trending downward since their 2021 highs.

 

[BourbonRunner]

US sales of Wrangler and Gladiator going back 10 years:

Year​	Wrangler​	Gladiator​	Gladiator + Wrangler​
2015​	202,702​	​	202,702​
2016​	191,788​	​	191,788​
2017​	190,522​	​	190,522​
2018​	240,032​	​	240,032​
2019​	228,042​	40,038​	268,080​
2020​	201,310​	77,541​	278,851​
2021​	204,610​	89,712​	294,322​
2022​	181,410​	77,855​	259,265​
2023​	155,491​	55,187​	210,678​
H1 2024​	77,204​	23,478​	100,682​

Wrangler sales are at 10-year lows and both are trending downward since their 2021 highs.

They are but that may also have to do with the debut of the JL/U in 2017/2018 and it building steam going into 2020 plus bottom of the barrel interest rates at the time now tracking significantly upward. And this isn't a Stellantis/Jeep thing, either. Auto sales across the board are down.

When I started in on new truck hunting in the fall of 2022, the best Chrysler would do with a 750+ FICO was 6.75%. Couple weeks ago it was well over 7%.

 

[BourbonRunner]

Sales are bad enough that Stellantis is shutting down the line for 6 weeks. They really need to get a new power train in this thing and up the value quotient .

https://www.stellpower.com/news-2024/production-cuts-close-gladiator-plant/

Wouldn't surprise me if sales had something to do with it.

But Stellantis also has said the 4xe is coming as a late 2024/early 2025 so a retooling is necessary to allow that.

I'd be really thrilled if the retooling meant a Hurricane-6 was coming, but I'm not holding my breath.

 

[Minty JL]

Wouldn't surprise me if sales had something to do with it.

But Stellantis also has said the 4xe is coming as a late 2024/early 2025 so a retooling is necessary to allow that.

I'd be really thrilled if the retooling meant a Hurricane-6 was coming, but I'm not holding my breath.

You'll get a 4Xe JT and like it Buddy ole pal........ LOL

 

[Flanders]

For the armchair economists, here's an updated chart of first half 2024 US sales including BMW, Hyundai, Kia, Subaru and Volkswagen.

Manufacturer​	H1 2024​	H1 2023​	Year Over Year Change​
BMW​	187,979​	185,283​	1.46%​
Ford​	1,044,133​	1,007,568​	3.63%​
GM​	1,289,573​	1,294,884​	-0.41%​
Honda​	690,281​	631,532​	9.30%​
Hyundai​	399,523​	394,613​	1.24%​
Kia​	386,461​	394,333​	-2.00%​
Mazda​	202,486​	183,783​	10.18%​
Nissan​	461,429​	447,885​	3.02%​
Stellantis​	677,533​	802,975​	-15.62%​
Subaru​	322,443​	304,092​	6.03%​
Toyota​	1,186,647​	1,038,520​	14.26%​
Volkswagen​	182,713​	144,787​	26.19%​
​	​	​	​
Total​	7,031,201​	6,830,255​	2.94%​

If you still see dramatic double-digit declines across the board I can't help you.

 

[ArchEtech]

Inflation, high interest rates, lower birth rates, cliffs coming on k12 and especially higher Ed enrollment.

There are fewer buyers, fewer future buyers, people are keeping what they have longer, and things are far more expensive to get into something new. Car sales in general are on a major downward trend.

It’s going to take something better than a little hybrid to bring in another mass of buyers to the gladiator. The V8 would absolutely do it. No question. They should already offer it in the top trims for no extra cost by what the MSRP is. They don’t even need an SRT power plant just the base 5.7 hemi or whatever. It would probably even get better over all MPG or could with the right engineering.

I’ll be looking at the bronco truck with a turbo 6 if that ever comes out. It won’t have a manual option which sucks but the Taco just isn’t interesting to me. The Ranger Raptor might be.

Im content with the Gladiator for a couple years. I think jeeps will continue to be popular. People are just not going to be buying new vehicles as often, and probably will be that way for a long time .

 

[PuddleJumper]

Did that happen to the PHEV Wrangler, or did I miss that?

No but everyone wants an SUV. And yes despite the issue that they randomly blow up. They currently out sell every other SUV in their segment. The gladiator not so much though. It’s probably one of the least popular midsize pick up on market. It’s hard to steal love from rangers and tacomas.

 

[legacy_etu]

Wouldn't surprise me if sales had something to do with it.

But Stellantis also has said the 4xe is coming as a late 2024/early 2025 so a retooling is necessary to allow that.

I'd be really thrilled if the retooling meant a Hurricane-6 was coming, but I'm not holding my breath.

Sure, Agree that the retooling argument is entirely possible too. Have you read something about the Hurricane? That would certainly stir things up if it made it into the Gladiator now, but the Grand Cherokee and Wrangler seem more likely to get it before us……..
I can’t see the 4xe stirring up sales of the Gladiator all that much. I mean I can’t imagine what that’s gonna cost ………on top of this lousy economy.

 

[Breadman]

this lousy economy

Guy with a JK, SeaDoo, KTM, new $50k+ JT, and who is shopping for a new vehicle for his wife, potentially a $50-60k+ Grand Cherokee, just can't catch a break due to the "lousy economy".

Not to mention, you know, choosing to remain ignorant of the actual data.

 

[legacy_etu]

Guy with a JK, SeaDoo, KTM, new $50k+ JT, and who is shopping for a new vehicle for his wife, potentially a $50-60k+ Grand Cherokee, just can't catch a break due to the "lousy economy".

Not to mention, you know, choosing to remain ignorant of the actual data.

Mark Twain once wrote, "There are three kinds of lies: lies, damned lies, and statistics”.

As for my personal situation , you have no idea of my personal situation. You don’t know if I’ve inherited cash recently or am a saver or have decided to spend all my savings recently due to a looming health crisis. I will say this, the company that I put in over 27 years at recently shut and laid all of us off, the best position I could find is paying a lot less, not to mention the loss of certain benefits. I am not buying the “economy is great” cheerleading.

 

[BourbonRunner]

Sure, Agree that the retooling argument is entirely possible too. Have you read something about the Hurricane? That would certainly stir things up if it made it into the Gladiator now, but the Grand Cherokee and Wrangler seem more likely to get it before us……..
I can’t see the 4xe stirring up sales of the Gladiator all that much. I mean I can’t imagine what that’s gonna cost ………on top of this lousy economy.

I haven't read anything specific. But when they say retooling, and elsewhere that the 4XE is coming late 2024, and that the Hurricane is eventually making it into the Wrangler... now would be a perfect time for them to make that change to the JT.

Something to consider:

Any time a manufacturer changes the motor on a vehicle in production they have to re-certify its crash tests before it can go into production. This is part why the JT never got a V8, HiPo or otherwise- Hemi JLU numbers are low, less than 7K at its peak and JT sales numbers are not huge so an ROI on the R&D money may not really be there. (Plus they get to sell us crate motors for $30K+ this way...)

But-- The Gladiator and Wrangler share so much mechanically (and cosmetically) it makes sense to me for the JT to get mostly the same lineup of power plants as the JL/U from just the economies of scale. No need to have more part numbers if you don't really have to. If the Wrangler gets the Hurricane, why not the Gladiator?

The other reason: The only current models in the lineup still using the Pentastar are the JT, JL/U, and Pacifica. (The Durango, Challenger, Charger, and 300 did but that's all over.) It really makes no sense to use the Pentastar any more than they have to when the Hurricane I4 and I6 are available and get better MPG and power. I'd bet that they'll run through all the Pentastar backstock as best as possible and then put the Hurricane I6 in as a 2025 that debuts in September/October '24

Guy with a JK, SeaDoo, KTM, new $50k+ JT, and who is shopping for a new vehicle for his wife, potentially a $50-60k+ Grand Cherokee, just can't catch a break due to the "lousy economy".

Not to mention, you know, choosing to remain ignorant of the actual data.

Aggressive much? Completely uncalled for and unnecessary. You didn't know anything about his situation yet you were so quick to throw stones.

The economy has to a certain extent recovered much of the losses in the markets from the onset of the pandemic but at the same time the cost of living has increased by over 20% in a very short time in much of the country.

My own income hasn't increased at all, if anything its gone down, but my cost of living went up substantially. My property taxes and insurance went up about 22% and my auto insurance 15% with no accidents or tickets in well over 2 decades.

 

[TinMan2020]

Sales are bad enough that Stellantis is shutting down the line for 6 weeks. They really need to get a new power train in this thing and up the value quotient .

https://www.stellpower.com/news-2024/production-cuts-close-gladiator-plant/

This is a definite indicator of a problem they need to address or risk losing another Jeep product.

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