Gladiator sales very slow and down for the year, big discounts are out there

[John Lenheiser]

I was looking to purchase a new Gladiator and after visiting several dealers in the Ft. Worth, Texas aera I started to notice the prices are coming way down, $4000-$8000 off of list price. Most dealers have several in stock and one even had 40 plus in stock, others had 10-15. I started to wonder what was happening so I went to the internet and typed in Gladiator sales in 2022, much to my finding I see Gladiator sales are off some 10,000 plus units as of July this year. Reasons for the decline per the articles that I read are too high of price and the other midsize truck like the Tacoma, Colorado, Ranger are just plain selling better because of there lower price. Jeep is concerned with the sale of the Gladiators and it looks like incentives and possible discounts to dealers from Jeep are lowering the price on them. I think for those who are wanting to purchase a new Gladiator should purchase should give it some though on what you are paying for it, as big discounts are out there. It looks like a Gladiator as a mid-size truck has just not caught on, probably because of price, not so much for what it can do off road. I will say that the Wrangler and JLU sales are still strong and dealer lots are not overflowing with them.

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[NachoRuby]

I'm not sure it was ever supposed to sell as much as mainstream mid-size trucks. It was always supposed to be niche. Anyway, there's incentives for JLs too. I just got an offer in the mail for a JL, JT, or Grand Cherokee. I'm going to take in on a JL though. I already have a gladiator, and the roof doesn't come off a Grand Cherokee.

The other thing is that gladiators don't cost much more than JLs, if you're comparing similar trims (and 4 door wranglers). A base sport Wrangler 4 door starts at 34,045 (if you can find a '22) or 34560 for a '23. A base sport gladiator is 37,565. A Rubicon JL is 46395. A Rubicon Gladiator is 49110. Sahara vs overland 44715 to 44795. Willys to Willys 41155 vs 43860.

The gladiator does cost more at the low end than other midsize trucks, largely because it's a convertible, and also because it's only offered in 4wd crew cab. It also will always sell far fewer than the leaders, too, because it's not going to benefit from fleet sales like the others in the class. It's kind of its own thing. It'll always sell less than a Tacoma, Canyon/Colorado, or Ranger, but more than a Ridgeline. I think that's where it's supposed to be.

 

[Geoarch]

I just (7/16) got a good deal on my JTR that I ordered (2/25). MSRP was 61,129 and I got it for 57,472 before tax and license, so about 5-6% off MSRP. This was unexpected since when I ordered it in February, they didn't say anything about getting it below MSRP. It was a pleasant surprise. They also have 20+ Gladiators just sitting on the lot, and a bunch "in transit". My sales guy said they haven't sold one this month so far.

 

[BigDKY]

Probably true but I’m on vacation here in Gatlinburg, TN and you wouldn’t know it lots of gladiators everywhere here even lot of the jeep tours are gladiators now parked in the lot tonight with another gladiator and saw a beautiful Gator green Mojave riding around topless they’re everywhere here saw a snazzberry a black rubicon and 2 red ones yesterday

 

[Pedal Metal]

I was looking to purchase a new Gladiator and after visiting several dealers in the Ft. Worth, Texas aera I started to notice the prices are coming way down, $4000-$8000 off of list price. Most dealers have several in stock and one even had 40 plus in stock, others had 10-15. I started to wonder what was happening so I went to the internet and typed in Gladiator sales in 2022, much to my finding I see Gladiator sales are off some 10,000 plus units as of July this year. Reasons for the decline per the articles that I read are too high of price and the other midsize truck like the Tacoma, Colorado, Ranger are just plain selling better because of there lower price. Jeep is concerned with the sale of the Gladiators and it looks like incentives and possible discounts to dealers from Jeep are lowering the price on them. I think for those who are wanting to purchase a new Gladiator should purchase should give it some though on what you are paying for it, as big discounts are out there. It looks like a Gladiator as a mid-size truck has just not caught on, probably because of price, not so much for what it can do off road. I will say that the Wrangler and JLU sales are still strong and dealer lots are not overflowing with them.

I’d agree that it’s good to stay observant, but from what I’m seeing, this appears to be pretty similar to what I saw last year at around this time In terms of incentive. I’m actually quite versed at these prices at different points because I bought my first ‘21 Mojave 1 year and 1 week ago at the same incentives as I see now. In terms of incentives, they are regional, so some may be higher or lower, based on that regions economics, but thats probably where the real problem lies.

Now, I do think and have some confirmation that the auto industry is between a rock and a hard place as prices are inflationary for their inputs and then there are the delays on raw materials, and now interest rates are spiking and all the while there’s been recent news of BestBuy and another large corporate layoff and the general fear of hard times to come which are shared by more and more now. Plus, there is some news out that that car note delinquencies have spiked and dealer auction inventory is increasing with repos. Check the YouTube videos on it just for a sampling or the auto industry rags.

As for sales, i recently had a GSM share that their July was about a third lower than their June. So, even though gas prices have been falling, the ripple effect of the pullback by consumers and impacts to business may be felt for a long while.

As for the gladiator’s acceptance, I’m biased because I’m in my 3rd in a year’s time because each time before I had someone want to buy my prior one for a ripe price and the situation made “positive“ finically sense for me! Oh, and I ran a Fsbo add on my first one and had people call me in Nebraska from Texas because dealers were scalping vehicles at prices of plus Msrp and they were getting it. So, maybe those overly proud dealers haven’t recognized that their market has started to turn fast enough before they started to eat into their floor plan money?

In terms of it’s value proposition, and cost benefit analysis, well, they are definitely in their own category and just wrap you mind around comparing what is essentially a convertible truck / off roader with a built in roll cage to a market that doesn’t have a true matching competitor, imo. It’s a Leatherman knife multi-tool in a world of separately sold pocket knifes, machetes, files, scissors and plier distributors.

Still, I don’t think that it’s without opportunity for improvements. Note that Jeep waited to put a v8 into a wrangler until the Bronco competition was at their front door. So, they may be waiting to add a v8 to the gladiator until they feel the pressure to do so, whatever that might be! I get it, their a business and being strategic.

Here are a few incentives screens from my area. Again and in my opinion, Nothing much of alarm at this point, because I really attribute this to the model year change.

 

[John Lenheiser]

Thought you might like to see the AutoNation ad for new Gladiators here in the Ft. Worth area. Note some have different discounts, but when I asked about that they said, all will be sold at the same percentage as ones with higher discounts. This dealership has over 40 plus on the lot and they need to move them. https://www.autonationchryslerdodge...htm?search=&model=Gladiator&gvBodyStyle=Truck

 

[BAT]

My neighbor has one of the Ford Mavericks and while many might not like it I like the heck out of it. Not something to replace my JT but for someone who might be looking for nice little truck

 

[Mav4x4Chris]

Economy is starting to slow and Gladiators cost more than any midsize truck. I can see that being a cause for sure. Gladiators have been on a steady climb for sales each year since introduction but this years numbers more closely resemble 2020 than they do 2021. Actually, going per quarter, Tacoma and Ranger also loosely backslid to 2020 numbers as well.

https://carfigures.com/us-market-brand/jeep/gladiator

https://carfigures.com/us-market-brand/chevrolet/colorado

https://carfigures.com/us-market-brand/ford/ranger

https://carfigures.com/us-market-brand/toyota/tacoma

I can say this. I didn't buy a Gladiator because it was a good deal. I bought it because I could get one custom ordered NOW (it only took two months), and I really like Jeeps. Could have bought a Lariat Ranger or a ZR2 Colorado for the cost of my Sport S if you could find one to buy.

FWIW, I paid 9% below MSRP for my '22 Sport that I ordered. That was using August discount for my area and my employer discount.

 

[Gladiator2919]

Of course, two months after I bought my mojave.... However, they gave me an insane amount for my 4 yr old trade in (pretty much what I paid for it...) so maybe somehow it balances out.... I've got tons of equity in the Jeep.

 

[tonywin]

I’m tempted to trade in my 2020 but I’ve had literally zero issues 54k miles in. No leaking axle, no misfire, etc.

Tempted but my 2020 has been good to me.

 

[Geoarch]

I’d agree that it’s good to stay observant, but from what I’m seeing, this appears to be pretty similar to what I saw last year at around this time In terms of incentive. I’m actually quite versed at these prices at different points because I bought my first ‘21 Mojave 1 year and 1 week ago at the same incentives as I see now. In terms of incentives, they are regional, so some may be higher or lower, based on that regions economics, but thats probably where the real problem lies.

Now, I do think and have some confirmation that the auto industry is between a rock and a hard place as prices are inflationary for their inputs and then there are the delays on raw materials, and now interest rates are spiking and all the while there’s been recent news of BestBuy and another large corporate layoff and the general fear of hard times to come which are shared by more and more now. Plus, there is some news out that that car note delinquencies have spiked and dealer auction inventory is increasing with repos. Check the YouTube videos on it just for a sampling or the auto industry rags.

As for sales, i recently had a GSM share that their July was about a third lower than their June. So, even though gas prices have been falling, the ripple effect of the pullback by consumers and impacts to business may be felt for a long while.

As for the gladiator’s acceptance, I’m biased because I’m in my 3rd in a year’s time because each time before I had someone want to buy my prior one for a ripe price and the situation made “positive“ finically sense for me! Oh, and I ran a Fsbo add on my first one and had people call me in Nebraska from Texas because dealers were scalping vehicles at prices of plus Msrp and they were getting it. So, maybe those overly proud dealers haven’t recognized that their market has started to turn fast enough before they started to eat into their floor plan money?

In terms of it’s value proposition, and cost benefit analysis, well, they are definitely in their own category and just wrap you mind around comparing what is essentially a convertible truck / off roader with a built in roll cage to a market that doesn’t have a true matching competitor, imo. It’s a Leatherman knife multi-tool in a world of separately sold pocket knifes, machetes, files, scissors and plier distributors.

Still, I don’t think that it’s without opportunity for improvements. Note that Jeep waited to put a v8 into a wrangler until the Bronco competition was at their front door. So, they may be waiting to add a v8 to the gladiator until they feel the pressure to do so, whatever that might be! I get it, their a business and being strategic.

Here are a few incentives screens from my area. Again and in my opinion, Nothing much of alarm at this point, because I really attribute this to the model year change.

As I said in post #3 I got about 6% under MSRP including a $500 incentive that was not promised in February when ordered, so whether it’s due to a new model year or the direction the economy is going there are deals out there.

 

[Rusty PW]

In the past 2 months. Around where I live. The JT population has exploded. I'm seeing them everywhere. When I first got mine the end of Feb. I would see one maybe once ever 2 weeks. Now it's 2 - 3 daily.

 

[The Welsh Griffin]

Dont be afraid to shop around and put crazy low ball offers out there. Dealer mark up from cost is 20% . Not saying you will get 20 % off but you might get 5 - 10% if they want the sale that bad.

 

[Geoarch]

In the past 2 months. Around where I live. The JT population has exploded. I'm seeing them everywhere. When I first got mine the end of Feb. I would see one maybe once ever 2 weeks. Now it's 2 - 3 daily.

I think it’s about the same here in Albuquerque.

 

[Slojo]

A lot of used ones are popping up now. I think much of it because leases are expiring on 2020s for sure. It is also tied to gas prices. When gas spikes occur, you will see gas guzzers get dumped. Since gas prices are cyclic most of time people are making an economic mistake losing thousands on trades and paying taxes on another vehicle. The only way it makes sense is to dump a JT and get the most economical car you can as far as saving money goes.

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