Good, we're more exclusive now..

[Mr._Bill]

The Gladiator has always been a niche truck, I get it. But why are sales down, lost interest, pricing compared to other trucks, other hybrid and EV options?

I love the idea of the F150 Lightning, it's a really versatile truck, including using it as a power source.

With the current state of the economy and supply chain, along with yearly price increases, you're questioning why sales are down?

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[Hootbro]

But why are sales down, lost interest, pricing compared to other trucks, other hybrid and EV options?

Not privy to board meeting or internal FCA data but can only speculate as to why. I do not weigh much against what competes in the mid-size truck market against it. Other than off road capabilities, the Gladiator is a not good value choice for many things people use trucks for and I never factor that in as to why sales may wain for it somewhat.

I do know that FCA has stated they have made Wrangler manufacturing priority at the expense of Gladiator manufacturing and that has impacted what is actually on dealers lots. Until recently, most buyers never entertained custom ordering and if the Gladiator a consumer wants is not on the lot or a suitable close optioned substitute, they do not buy.

Starting with 2022 model Gladiators, Jeep has combined some previous year options and made them standard this year with corresponding price increases that has made base MSRP thousands more than in years past to include hefty price increases on remaining other selectable options. This makes me think at a corporate level, Jeep is willing to sacrifice a few units sold if the units they do sell have higher profit margins.

I recently tried building out the same spec 2022 Rubicon build as I had on my sold 2020 Rubicon Gladiator and found it to be almost a $6K increase with a good chunk of that of now standard options I have to accept or not get it built at all. So Jeep is definitely upscaling the Gladiator to a higher end customer that is causing some to just drop out of the market.

 

[bleda2002]

With the current state of the economy and supply chain, along with yearly price increases, you're questioning why sales are down?

This guy gets it. Cost of living up 10%+, economy clearly heading to a recession after being over heated by the government, rising interest rates, low on lot numbers, over msrp prices, and slow builds. Tons of things against car sales right now, especially lifestyle vehicles.

 

[OngsterA]

With the current state of the economy and supply chain, along with yearly price increases, you're questioning why sales are down?

Well, over 20% down, while some others, e.g. GM are up, I hope it's only due to the current economy.

 

[OngsterA]

Not privy to board meeting or internal FCA data but can only speculate as to why. I do not weigh much against what competes in the mid-size truck market against it. Other than off road capabilities, the Gladiator is a not good value choice for many things people use trucks for and I never factor that in as to why sales may wain for it somewhat.

I do know that FCA has stated they have made Wrangler manufacturing priority at the expense of Gladiator manufacturing and that has impacted what is actually on dealers lots. Until recently, most buyers never entertained custom ordering and if the Gladiator a consumer wants is not on the lot or a suitable close optioned substitute, they do not buy.

Starting with 2022 model Gladiators, Jeep has combined some previous year options and made them standard this year with corresponding price increases that has made base MSRP thousands more than in years past to include hefty price increases on remaining other selectable options. This makes me think at a corporate level, Jeep is willing to sacrifice a few units sold if the units they do sell have higher profit margins.

I recently tried building out the same spec 2022 Rubicon build as I had on my sold 2020 Rubicon Gladiator and found it to be almost a $6K increase with a good chunk of that of now standard options I have to accept or not get it built at all. So Jeep is definitely upscaling the Gladiator to a higher end customer that is causing some to just drop out of the market.

Best explanation yet, not just some generalizations. Thx!

 

[Hootbro]

Well, over 20% down, while some others, e.g. GM are up, I hope it's only due to the current economy.

GM is winning the unit sold numbers game because they are delivering decontented vehicles and in the case of custom ordered vehicles, delivering them with "IOU's" of having their ordered options dropped shipped to the dealership at a later date install.

GM is just moving the cost bubble from building and storing until parts show up, to building and delivering with decontented and/or installing at a later date.

 

[JTBurns]

So the first half of last year I remember many other makes had a lot of trouble even producing rigs, where JTs seemed to still be released at a good clip. This year I think other manufacturers kept up and the Frontier was refreshed. Also I know we're still problem two years out from a refresh but that could hold off some buyers.

As long as they keep using many of the same parts for wranglers and gladiators, I think they'll continue to produce it. It's kind of icing on the cake. Plus you're only just pulling people in, how many continue to buy more mopar accessories for their JTs? Probably more than any other make Jeep has, save the Wrangler. Not to mention the people who buy a Wrangler because they bought a Gladiator and love it. I know we have a few on here. Really think they'd be leaving money on the table if axing the JT is in their plans any time soon.

 

[Summitsearcher]

The Gladiator has always been a niche truck, I get it. But why are sales down, lost interest, pricing compared to other trucks, other hybrid and EV options?

I love the idea of the F150 Lightning, it's a really versatile truck, including using it as a power source.

I bet I tow my trailer farther on a tank of gas and leave a lower carbon footprint then an F-150 lightning on three chargeups using a coal fired plant to produce that charge. I’ll be at camp setup with a beer and a fishing pole waiting on the F150. Might cost me a couple of bucks more in gas but I hate being last to camp.https://www.motorbiscuit.com/ford-f-150-lightning-barely-made-it-80-miles-with-a-trailer/

 

[The Duck of Earl]

I bet I tow my trailer farther on a tank of gas and leave a lower carbon footprint then an F-150 lightning on three chargeups using a coal fired plant to produce that charge. I’ll be at camp setup with a beer and a fishing pole waiting on the F150. Might cost me a couple of bucks more in gas but I hate being last to camp.https://www.motorbiscuit.com/ford-f-150-lightning-barely-made-it-80-miles-with-a-trailer/

Based on comments from Jim Farley, your use case does not really seem intended for the Lightning or their replacements going forward. Ford is separating their traditional gas division from their new electrics and there will be super duties or maybe even gas F150s still available through the traditional dealerships for those that tow/haul heavy and for distance.

I believe the Lighting is really targeted to the lifestyle/suburban consumers (marketing and claimed stats aside) but it still offers some great flexibility for the contractor or camper - think about being able to power your saws/campsite/tailgate party without the need for a generator - but currently, to me this capability is really limited to the summer and only if traveling just across town. The practical use case will advance more so when battery tech advances (I still think this is 5+ years out until we get some proven / mainstream solid state batteries at the very least).

Personally, I think the vehicle of the day is the Ford Powerboost Hybrid. If I was not currently pretty set against going with a full sized pickup for other reasons, that powertrain really does offer the best option (aside from not having the soul of a v8).

In any event, and back to the topic of the Gladiator - for those buyers where driving a full sized pickup is not a daily pain, dollar-for-dollar and feature-for-feature, in order to justify the Gladiator one must really want the look of the Jeep lifestyle or be really into off-roading to to pick it.

For me, compared to the other mid-sized offerings, the Gladiator fares quite a bit bit better (aside from pricepoint). The back seat in all of the other mid-sized offerings makes them a non-option for me. Beyond that, until the Colorado and Ranger are refreshed, they are worlds behind the Gladiator in interior fit and finish and features (and that is saying something, as the Gladiator and Wrangler could use at least a minor tech update). The Tacoma is off the table for me for both the seat position and as much as we complain about the Pentastar, its v6 flat out sucks. Of all the options I think the new Frontier (particularly in Pro4x) is probably the winner, but again, for me it is out due to the rear seat (and I also have a personal requirement of a full time 4x4 setting on the T-Case, especially if you can't option an LSD).

So why do I think the Gladiator sales are down? Aside from what has been said about prioritizing the wrangler amid supply chain wobbles and otherwise high demand, it must be CAFE - I don't think Stellantis actually wants to sell more Gladiators and would rather you buy a Ram. They stay in the segment with minimal R&D dollars (that have already paid for themselves) for mostly that Mopar buyer that has to have a mid-sized or keep the wrangler buyer from jumping to a competitor when they decide they want a truck bed.

 

[OngsterA]

Based on comments from Jim Farley, your use case does not really seem intended for the Lightning or their replacements going forward. Ford is separating their traditional gas division from their new electrics and there will be super duties or maybe even gas F150s still available through the traditional dealerships for those that tow/haul heavy and for distance.

I believe the Lighting is really targeted to the lifestyle/suburban consumers (marketing and claimed stats aside) but it still offers some great flexibility for the contractor or camper - think about being able to power your saws/campsite/tailgate party without the need for a generator - but currently, to me this capability is really limited to the summer and only if traveling just across town. The practical use case will advance more so when battery tech advances (I still think this is 5+ years out until we get some proven / mainstream solid state batteries at the very least).

Personally, I think the vehicle of the day is the Ford Powerboost Hybrid. If I was not currently pretty set against going with a full sized pickup for other reasons, that powertrain really does offer the best option (aside from not having the soul of a v8).

In any event, and back to the topic of the Gladiator - for those buyers where driving a full sized pickup is not a daily pain, dollar-for-dollar and feature-for-feature, in order to justify the Gladiator one must really want the look of the Jeep lifestyle or be really into off-roading to to pick it.

For me, compared to the other mid-sized offerings, the Gladiator fares quite a bit bit better (aside from pricepoint). The back seat in all of the other mid-sized offerings makes them a non-option for me. Beyond that, until the Colorado and Ranger are refreshed, they are worlds behind the Gladiator in interior fit and finish and features (and that is saying something, as the Gladiator and Wrangler could use at least a minor tech update). The Tacoma is off the table for me for both the seat position and as much as we complain about the Pentastar, its v6 flat out sucks. Of all the options I think the new Frontier (particularly in Pro4x) is probably the winner, but again, for me it is out due to the rear seat (and I also have a personal requirement of a full time 4x4 setting on the T-Case, especially if you can't option an LSD).

So why do I think the Gladiator sales are down? Aside from what has been said about prioritizing the wrangler amid supply chain wobbles and otherwise high demand, it must be CAFE - I don't think Stellantis actually wants to sell more Gladiators and would rather you buy a Ram. They stay in the segment with minimal R&D dollars (that have already paid for themselves) for mostly that Mopar buyer that has to have a mid-sized or keep the wrangler buyer from jumping to a competitor when they decide they want a truck bed.

All those points make sense, I echo them. Great post, thanks!

 

[JET_83]

Jeep did cut some things. I know I didn’t get the air up feature where the horn honks at the desired pressure.

Dealer can bring it back with a flash or can pay for a tazer and do it yourself

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