Jeep Gladiator is Struggling

[BAT]

Of course they are, which is why I am disregarding the gap between Sport and Overland.

They are both premium models, Overland gives you the shiny stuff, and Rubicon gives you real world capabilities for $3000.

Which you will get back when you sell it (largely, if not more)

Comparing a Sport and a Rubicon and bemoaning the price gap, is like comparing a base model Challenger and. Hellcat. Yes, they come in the same box and will haul the same number of take out egg rolls, but the similarity stops there. Now compare a Scat Pack and a Hellcat and you are doing something.

I get that not everyone wants or is economically capable of buying a Rubicon. Honestly I wish they were higher and fewer could afford them, it would drive resale higher yet.

Probably have a lot of folks that bought Rubicons or Overlands that maybe could not afford them or in high note hell. I've already seen a handful of used at dealerships that listed financial difficulties why they were turned in. I like to look at them all and its nice to dream but in reality I know my range of what I can can afford will put me in the Sport S class with or without max tow. I don't need Max Tow now but for the future to haul trailer might be worth the investment.

Below are the creature comfort features that are standard on both the Overland and Rubicon that are not available on the Sports:

LED ambient footwell lamp — mood/accent light
Auxiliary power, 115-volt outlet in center console
Two USBs and two USB-C in back of center console

That's 3 creature comforts that the Overland and Rubicon come with that the Sports can't get. Both have options that that the Sports can't get, but since they are both upgrades to the Sports that makes sense.

If the Rubicon was an upgrade to the Overland, it would have the Overland's options as standard and then add in the off-road performance parts as options. Instead, the Rubicon gets the off-road performance parts as standard and gets the same sets of options/packages as the Overland.

But some of the above is part of the problem with the JT in general they are milking everything. In this day and age people/families want multiple USB/USB-C ports all over the car. That is just standard stuff on almost all cars now. My wife's rinky dink CRV has that as standard fare. Frankly its stupid to say that oh sorry you don't shill $50K for a Rubicon you won't get extra plugs, etc. That is exactly what turns away people. No one gives a dang about the LED Footwell Lamp or likely the Auxillary Power 115 Volt but you can bet there are a lot of people when they look at a vehicle especially with kids the first thing they look for is ease of connectivity and multiples. So either they look at another vehicle. I deal with people every day and is amazing that the slightest of things will flick a switch on them and they are gone and it could be the cheapest stuff you would think of.

Sponsored

 

[rafaelsmith]

Probably have a lot of folks that bought Rubicons or Overlands that maybe could not afford them or in high note hell. I've already seen a handful of used at dealerships that listed financial difficulties why they were turned in. I like to look at them all and its nice to dream but in reality I know my range of what I can can afford will put me in the Sport S class with or without max tow. I don't need Max Tow now but for the future to haul trailer might be worth the investment.

But some of the above is part of the problem with the JT in general they are milking everything. In this day and age people/families want multiple USB/USB-C ports all over the car. That is just standard stuff on almost all cars now. My wife's rinky dink CRV has that as standard fare. Frankly its stupid to say that oh sorry you don't shill $50K for a Rubicon you won't get extra plugs, etc. That is exactly what turns away people. No one gives a dang about the LED Footwell Lamp or likely the Auxillary Power 115 Volt but you can bet there are a lot of people when they look at a vehicle especially with kids the first thing they look for is ease of connectivity and multiples. So either they look at another vehicle. I deal with people every day and is amazing that the slightest of things will flick a switch on them and they are gone and it could be the cheapest stuff you would think of.

Yeah ..

Showed my JTR to someone at work the other day... Said he really wanted one but wife put brakes on when she saw it did not have "proper" auto up/down windows for both front and rear. Amazing how little simple cheap things like that on at 50k+ vehicle most likely cost FCA a sale.

 

[jwilson2899]

$20k really. I couldnt find any JTRs advertised under $60k locally, still cant (probably, gonna check). But I am finding Max Tow for under $40k

I can find tons of JTrs under 60k, and a lot closer to/under 50k in this area. Hell, I bought my LE for $56k OTD, $53k before tax/tags/processing fee.

 

[futzin']

processing fee.

Is this the same as Document Fee?

 

[Etoimos]

But some of the above is part of the problem with the JT in general they are milking everything. In this day and age people/families want multiple USB/USB-C ports all over the car. That is just standard stuff on almost all cars now. My wife's rinky dink CRV has that as standard fare. Frankly its stupid to say that oh sorry you don't shill $50K for a Rubicon you won't get extra plugs, etc. That is exactly what turns away people. No one gives a dang about the LED Footwell Lamp or likely the Auxillary Power 115 Volt but you can bet there are a lot of people when they look at a vehicle especially with kids the first thing they look for is ease of connectivity and multiples. So either they look at another vehicle. I deal with people every day and is amazing that the slightest of things will flick a switch on them and they are gone and it could be the cheapest stuff you would think of.

Jeep is not doing anything any different than other manufactures. They build a vehicle to a specific segment of the market, set a price point and then add options that customer might like that will raise their profit margins. You (the plural you, not you personally) look at the JT and say "why don't they give me rear USBs for $36K?". I look at the CRV and say "why don't they give me removable doors and roof for $25k?" Anyone crossing the JT off their car shopping list because of USB ports was not really shopping for a JT anyways. That's not a dig on them at all, they just did not understand what the JT was when they approached it.

 

[BAT]

Yeah ..

Showed my JTR to someone at work the other day... Said he really wanted one but wife put brakes on when she saw it did not have "proper" auto up/down windows for both front and rear. Amazing how little simple cheap things like that on at 50k+ vehicle most likely cost FCA a sale.

When I went to the car show in Houston and had my wife and daughter with me they got in the truck and thought oh this is cool and then boom the first thing my daughter and wife started to look for plugs and power windows (LOL). I was like but this is my truck and of course I got the sure it is but we will be with you in the truck

 

[rafaelsmith]

When I went to the car show in Houston and had my wife and daughter with me they got in the truck and thought oh this is cool and then boom the first thing my daughter and wife started to look for plugs and power windows (LOL). I was like but this is my truck and of course I got the sure it is but we will be with you in the truck

The power window thing got me LOL. My previous 3 jeeps were old roll up windows.....so even having Power Windows seemed luxury to me...yet to his wife....having to actually hold the button to go up or down seemed archaic.

Back on topic....these clickbait articles about Gladiator "struggling" are not worth the time of day. Unless someone happens to know what Jeep's "expectations" are ...any measure of success or failure are meaningless.

I for one would never expect JT numbers on a good day to come even close to Tacoma or Colorado numbers. Those are meant for mass appeal (i.e boring, all look the same, etc)....like a Civic or a Camry...and thus will put out big numbers...cause people are sheep =P

 

[TPiz]

So I read the article in the Automotive News that they mentioned as a source of information. In dealing with the franchises, they will put money on vehicles for a number of reasons. The article does state (which could be true) is that Jeep wants to boost numbers to push the Gladiator against the Ranger and Colorado. Or the factory is just pumping out a number of units that they need to move faster.

Either case, I think we can say that the JT is kind of a niche vehicle. If you want any old pickup, there are plenty. If you want the Wrangler with a pickup bed, there is no other vehicle like it.

 

[BAT]

Jeep is not doing anything any different than other manufactures. They build a vehicle to a specific segment of the market, set a price point and then add options that customer might like that will raise their profit margins. You (the plural you, not you personally) look at the JT and say "why don't they give me rear USBs for $36K?". I look at the CRV and say "why don't they give me removable doors and roof for $25k?" Anyone crossing the JT off their car shopping list because of USB ports was not really shopping for a JT anyways. That's not a dig on them at all, they just did not understand what the JT was when they approached it.

I get it with the doors and roofs, etc but you are mistaken when you think that someone who is shopping for a jeep truck doesn't look at all the nickel and dimes. The early adopters didn't because they didn't care and would pay any price but those shoppers are gone and now Jeep has to get others to buy the truck and those shoppers they are looking for now are eyeing up everything the roofs off and the doors off is not all some will care about and if the wife has any say well then hell you know them plugs are important (LOL). I'm telling you dealing with people all day in sales (Not cars, etc) and the average customer in almost any market is looking for everything they can get at little cost as possible and they would see those plugs as something Jeep should have just thrown into the vehicle along with Auxillary switches, etc. I have people fight with me over $50 and I have lost deals that cost 10 jeep trucks over the simplest of things that my company perceived as to be extra fee and the customer did not perceive it that way and took their business to a competitor and told them look they want to charge me this fee ? Will you charge me this fee ? No. Boom they jumped just like that sale lost.

 

[PyrPatriot]

Yeah ..

Showed my JTR to someone at work the other day... Said he really wanted one but wife put brakes on when she saw it did not have "proper" auto up/down windows for both front and rear. Amazing how little simple cheap things like that on at 50k+ vehicle most likely cost FCA a sale.

hmmm, a few thousands in profit over a few millions in making it a feature in models. Everything has a cost. It might be small, but every feature has a materials and manufacturing component.

I can find tons of JTrs under 60k, and a lot closer to/under 50k in this area. Hell, I bought my LE for $56k OTD, $53k before tax/tags/processing fee.

Ok. You must have missed where I said locally. Sales of Jeep models, and trims, is highly affected by the area. Although I would say VA and KY are not that different, my area has little demand for Jeeps because we have 2 Ford truck plants and a toyota plant.

 

[jwilson2899]

Is this the same as Document Fee?

Yeah, that stupid fee the dealer charges

 

[jwilson2899]

Ok. You must have missed where I said locally. Sales of Jeep models, and trims, is highly affected by the area. Although I would say VA and KY are not that different, my area has little demand for Jeeps because we have 2 Ford truck plants and a toyota plant.

I didn't really miss it, I was more agreeing on your point as far as differences. In my local market not a ton of discounts, drive 40-50 miles to Northern Virginia and discounts are all over the place. It's kind of crazy.

 

[bgenlvtex]

I get it with the doors and roofs, etc but you are mistaken when you think that someone who is shopping for a jeep truck doesn't look at all the nickel and dimes. The early adopters didn't because they didn't care and would pay any price but those shoppers are gone and now Jeep has to get others to buy the truck and those shoppers they are looking for now are eyeing up everything the roofs off and the doors off is not all some will care about and if the wife has any say well then hell you know them plugs are important (LOL). I'm telling you dealing with people all day in sales (Not cars, etc) and the average customer in almost any market is looking for everything they can get at little cost as possible and they would see those plugs as something Jeep should have just thrown into the vehicle along with Auxillary switches, etc. I have people fight with me over $50 and I have lost deals that cost 10 jeep trucks over the simplest of things that my company perceived as to be extra fee and the customer did not perceive it that way and took their business to a competitor and told them look they want to charge me this fee ? Will you charge me this fee ? No. Boom they jumped just like that sale lost.

Selling to a price customer is obviously always about price. The customer has no loyalty other than to price.

If you lost a half million dollar sale over a $50 “fee":
Your product has an identity problem
Your service is no better than your competitor
Somebody should have waived the fee
You should find something else to sell

Does a JT have to compete on price? Only to the degree that people don't know or understand what they are buying.

FCA has across the board done a fantastic job of bringing to market, specialty vehicles that people WANT to buy. They are not looking to displace the entirety of the mid size truck market, they are looking to produce vehicles that people want to buy.

Why is that? The answer is easy, when people want to buy your product because of its unique nature, that goes a long way toward tearing down barriers to sales like....... price.

Mojave is a specialty truck, for a limited marketplace with unique features. None of that constitutes a reason to compete on price.

 

[BAT]

Selling to a price customer is obviously always about price. The customer has no loyalty other than to price.

If you lost a half million dollar sale over a $50 “fee":
Your product has an identity problem
Your service is no better than your competitor
Somebody should have waived the fee
You should find something else to sell

Does a JT have to compete on price? Only to the degree that people don't know or understand what they are buying.

FCA has across the board done a fantastic job of bringing to market, specialty vehicles that people WANT to buy. They are not looking to displace the entirety of the mid size truck market, they are looking to produce vehicles that people want to buy.

Why is that? The answer is easy, when people want to buy your product because of its unique nature, that goes a long way toward tearing down barriers to sales like....... price.

Mojave is a specialty truck, for a limited marketplace with unique features. None of that constitutes a reason to compete on price.

No the loss of that particular sale was not over $50 but it wasn't a significant fee. But have seen things dropped over $50 fee (If you ever deal with South American business you would know this is quite common) No my company doesn't have an identity problem, etc as we are one of the largest providers in the world. But if you wish I work for DHL Industrial Projects Division a specialty division of the DHL company as a whole and your welcome to look up how large the company is. We did not get a chance to waive the fee the customer like many customers and international customers will not give you the opportunity. You get one shot and that is it. I also don't need to find something else to sell thank you very much I been doing it for 20 years and pretty sure my company considers me an expert at it and know what I am doing.

Uniqueness will only sell you so many trucks.

 

[Etoimos]

I get it with the doors and roofs, etc but you are mistaken when you think that someone who is shopping for a jeep truck doesn't look at all the nickel and dimes. The early adopters didn't because they didn't care and would pay any price but those shoppers are gone and now Jeep has to get others to buy the truck and those shoppers they are looking for now are eyeing up everything the roofs off and the doors off is not all some will care about and if the wife has any say well then hell you know them plugs are important (LOL). I'm telling you dealing with people all day in sales (Not cars, etc) and the average customer in almost any market is looking for everything they can get at little cost as possible and they would see those plugs as something Jeep should have just thrown into the vehicle along with Auxillary switches, etc. I have people fight with me over $50 and I have lost deals that cost 10 jeep trucks over the simplest of things that my company perceived as to be extra fee and the customer did not perceive it that way and took their business to a competitor and told them look they want to charge me this fee ? Will you charge me this fee ? No. Boom they jumped just like that sale lost.

That was kind of my point. If they are putting more value on the USBs then the features that a JT does come with, they were looking at the truck. As a consumer they were not educated on the product they were going to look at. Just look at the Wrangler for proof of this. It does not come with USBs everywhere on the base trim, does not have auto up/down windows on any level (at least the JK did not, not sure about the JL) and they sold over 240k of them in 2018.

The whole idea that the JT is struggling because Jeep is offering rebates and dealers are selling below MSRP is nonsense. That is how the truck market operates. FCA is just having Jeep fall inline with what they do on the RAM side of the house and what the other manufactures do.

Sponsored