Head of Jeep Brand NA is bullish on Gladiator future

[jpfeif34]

This excites me, makes me feel like the platform won't go away in 2028, as well as more options. All we can do is wait and see what happens!

What's Going On With the Jeep Gladiator?

Jeep chief sees potential with a better truck and pricing, but when will see results?

The new head of Jeep North America Bob Broderdorf says prospects for the Gladiator will become brighter and he is close to launching a structured plan. “We have been in the lab working. I am not far.”

“Gladiator has so much opportunity,” Broderdorf tells MotorTrend in interviews. Jeep added some aggressive programs in the final quarter of 2024 to address the pricepoint of the current truck, with more short-term moves to come. And there are creative ideas about how the truck could evolve in the longer term.

The Jeep CEO says he is bullish on the Gladiator which he thinks is a great product—it comes down to execution and pricing to boost sales and keep the Toledo plant humming.

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[Mister Lamb]

That's comforting, great news!

 

[Janster]

This makes me nervous….. When they say “attract a different buyer” - we’re totally screwed …… It’ll never be the same again.
All that talk is gonna get him ousted….. cuz they ain’t got the $ or the time to put that much energy into anything.


Not Just a Wrangler with a Bed
“Most people think of Gladiator as a Wrangler with a bed. Does it have to be? Are there different evolutionary options for that truck? There absolutely could be, that bring in different views, feeling, maybe a different buyer.”

The new CEO wants to attract a different audience than would typically buy a Wrangler. He wants to be more diverse, bring in fresh ideas, create more of a truck from the start.

Jeep has an amazing history it can tap. “When we’re unapologetically Jeep, we usually win. If you are stuck in the sea of sameness, our company has not done well in that space. We do well when we make Jeeps.”

Building a Better Jeep Pickup
The longer-term plans will take more time and engineering and elbow grease to change the car to get it where it needs to be, he says.

“I definitely think Gladiator has a long-term life with what we can do with that architecture.” He has seen cool ideas of what Gladiator could evolve into from design chief Ralph Gilles and his team. “They’ve done a great job. I’m excited to see how we can bring these to life.

Broderdorf hints that there are concepts in the works. “You will see some stuff we will do in the next year to showcase, to see which ones will get people excited.” But he is not sure if there will actual concepts to show this year.

 

[DanW]

This makes me nervous….. When they say “attract a different buyer” - we’re totally screwed …… It’ll never be the same again.
All that talk is gonna get him ousted….. cuz they ain’t got the $ or the time to put that much energy into anything.


Not Just a Wrangler with a Bed
“Most people think of Gladiator as a Wrangler with a bed. Does it have to be? Are there different evolutionary options for that truck? There absolutely could be, that bring in different views, feeling, maybe a different buyer.”

The new CEO wants to attract a different audience than would typically buy a Wrangler. He wants to be more diverse, bring in fresh ideas, create more of a truck from the start.

Jeep has an amazing history it can tap. “When we’re unapologetically Jeep, we usually win. If you are stuck in the sea of sameness, our company has not done well in that space. We do well when we make Jeeps.”

Building a Better Jeep Pickup
The longer-term plans will take more time and engineering and elbow grease to change the car to get it where it needs to be, he says.

“I definitely think Gladiator has a long-term life with what we can do with that architecture.” He has seen cool ideas of what Gladiator could evolve into from design chief Ralph Gilles and his team. “They’ve done a great job. I’m excited to see how we can bring these to life.

Broderdorf hints that there are concepts in the works. “You will see some stuff we will do in the next year to showcase, to see which ones will get people excited.” But he is not sure if there will actual concepts to show this year.

Just my 2 cents....

That kind of talk makes me smell independent front suspension in the next gen. I'd hate to see that because the solid axles on both ends are really what makes this truck unique in the marketplace. Slap IFS under the front and it becomes another Frontier/Colorado/Ranger/Tacoma.

I'd like to see it continue to keep its close ties to the Wrangler design. I have both, and while there is so much in common, driving and using them is a different experience. Yet both are monsters off-road.

I say this all as a Jeep fan. Truth is, I've got my Gladiator and will probably have it at least 15 years, maybe more, unless they entice me with something I just gotta have. But if it does not include a solid front axle, I won't bite.

I want to see the Jeep brand stay healthy. They can make all the little SUV's, AWD cars, Recons, and whatever, but the Wrangler and Gladiator should stay with the iconic formula of off-road first. And they should continue to look like a Jeep. I think they flirted with the Renegade grille on thh 24/25, but it still looks good, in person, although with a slight reduction in testosterone. Be careful, Jeep!

 

[Deleted member 57233]

I think they will go IFS and base the next gen on the Cherokee and Wagoneer like the OG Gladiator. No removable tops or doors, luxury interiors.

Hopefully they at least do a Honcho if they go that route.

 

[jpfeif34]

Just my 2 cents....

That kind of talk makes me smell independent front suspension in the next gen. I'd hate to see that because the solid axles on both ends are really what makes this truck unique in the marketplace. Slap IFS under the front and it becomes another Frontier/Colorado/Ranger/Tacoma.

I'd like to see it continue to keep its close ties to the Wrangler design. I have both, and while there is so much in common, driving and using them is a different experience. Yet both are monsters off-road.

I say this all as a Jeep fan. Truth is, I've got my Gladiator and will probably have it at least 15 years, maybe more, unless they entice me with something I just gotta have. But if it does not include a solid front axle, I won't bite.

I want to see the Jeep brand stay healthy. They can make all the little SUV's, AWD cars, Recons, and whatever, but the Wrangler and Gladiator should stay with the iconic formula of off-road first. And they should continue to look like a Jeep. I think they flirted with the Renegade grille on thh 24/25, but it still looks good, in person, although with a slight reduction in testosterone. Be careful, Jeep!

100% agree. I don't want them going away from solid axles in the front and the back. Thats what makes the gladiator the gladiator. But in terms of new fresh things coming into gladiator platform, that's what I'm excited for. I hope they can get the gladiator in a spot where it's selling enough, so they can give gladiator all the options that wrangler has. Specifically gears from the factory.

 

[Jaxmax]

I would be all over a extended Wrangler Xl with basically everything the gladiator is with a Hardtop front to rear, coming from a Suburban and a couple Tahoes is why I have the cap, it's how I need a truck to work and it would give Jeep an iconic vehicle that is not really there now. Just saying!...Jack

 

[ScottBeach]

Worried this could mean 2.0 Gladiator would be more jeep Comanche. And move down to compete with the unibody pickups

I hope I am wrong

 

[robinja]

Well Mr. Broderdorf... here's some ideas for you...
1) Two-door extended cab gladiator with a longer bed for short-haul around town delivery orgs (NAPA, Autozone, courier) and service companies (Pool cleaners, etc).
2) Stripped down Gladiator with a flat bed and fold down sides that is just barely street legal for construction and farming applications.
3) Two-door extended cab regular bed... BECAUSE there are plenty of us that will buy it!
4) And take a shot again at a ruggedized Gladiator, maybe up-armored with military grade suspension for global military applications - military parts and service contracts are quite lucrative.
5) And if you decide to build a Gladiator that's more road-truck-like with an A-arm, don't skimp and it better have at least a one-touch sky roof and maybe a fancy way of at least feeling like you are going naked (doors off/top off)!

... one can dream!!!!

 

[BourbonRunner]

Well Mr. Broderdorf... here's some ideas for you...
1) Two-door extended cab gladiator with a longer bed for short-haul around town delivery orgs (NAPA, Autozone, courier) and service companies (Pool cleaners, etc).
2) Stripped down Gladiator with a flat bed and fold down sides that is just barely street legal for construction and farming applications.
3) Two-door extended cab regular bed... BECAUSE there are plenty of us that will buy it!
4) And take a shot again at a ruggedized Gladiator, maybe up-armored with military grade suspension for global military applications - military parts and service contracts are quite lucrative.
5) And if you decide to build a Gladiator that's more road-truck-like with an A-arm, don't skimp and it better have at least a one-touch sky roof and maybe a fancy way of at least feeling like you are going naked (doors off/top off)!

... one can dream!!!!

Agree on every point.

They need an extended cab model.

They also need a stripped base model that can be used by the trades and round-town delivery like you said. I could see a NAPA hat on top of a JT!

I know everyone hates IFS but if they did a luxury/road spec like you said and a slammed to the pavement "street" model with IFS but kept the SFA standard on other models it could work.

I'm going to get yelled at but a Mojave with an IFS and ballsier motor could be a Ranger Raptor killer.

 

[DanW]

Agree on every point.

They need an extended cab model.

They also need a stripped base model that can be used by the trades and round-town delivery like you said. I could see a NAPA hat on top of a JT!

I know everyone hates IFS but if they did a luxury/road spec like you said and a slammed to the pavement "street" model with IFS but kept the SFA standard on other models it could work.

I'm going to get yelled at but a Mojave with an IFS and ballsier motor could be a Ranger Raptor killer.

And it would be a different truck, and NOT a Jeep.

You dance with who brung ya or you go home alone. If it tries to be the competition, it will be sunk. It can't be all things to all people.

Stripped model, maybe. But those are not profitable. Gotta be careful with that. That's why the strippo Wrangler died with the TJ.

 

[ScottBeach]

How about a knock down JT. Order only
No roof
No doors
No tires/rims
Springs/shocks optional
Bed less options or flatbed option
Gear options (4.10, 4.56, 5.13)

 

[Deleted member 57233]

Well Mr. Broderdorf... here's some ideas for you...
1) Two-door extended cab gladiator with a longer bed for short-haul around town delivery orgs (NAPA, Autozone, courier) and service companies (Pool cleaners, etc).
2) Stripped down Gladiator with a flat bed and fold down sides that is just barely street legal for construction and farming applications.
3) Two-door extended cab regular bed... BECAUSE there are plenty of us that will buy it!
4) And take a shot again at a ruggedized Gladiator, maybe up-armored with military grade suspension for global military applications - military parts and service contracts are quite lucrative.
5) And if you decide to build a Gladiator that's more road-truck-like with an A-arm, don't skimp and it better have at least a one-touch sky roof and maybe a fancy way of at least feeling like you are going naked (doors off/top off)!

... one can dream!!!!

You basically just described the FC line.

 

[Minty JL]

1) Xtreme Rubicon/Mojave options
2) offer factory gearing options as mentioned above
3) better powerteain options
4) 2wd option like they offered in the past
5) One Touch roof option like with the JL
6) One fee color match top & fenders

 

[DirkG]

Yep I think this means bringing in a RWD model and all that comes with that decision.

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