Head of Jeep Brand NA is bullish on Gladiator future

[Jrgunn5150]

Why not base it off the RECON platform then?

Wrong platform, wrong direction.

Recon is STLA Large, this stuff is STLA Frame.

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[Janster]

Tacoma's outsell Gladiators by 6;1, Colorado's by 3:1.

Companies are in business to move units, not please niche's. They want it less unique.

There’s a lot of reasons why that Is… Toyota built up such a reputation of reliability over the years. Tacoma’s have been around since 1995. Pre Tacoma Toyota trucks have been around since even earlier (in the 80’s). Back then…the competition was minimal. Their reliability had set the standard….(outside of the frame rust debacle in late 90’s). When consumers own a vehicle and it lasts forever without any issues….they never forget that. They keep going back…..

It’s a shame that Jeep got into the midsize truck market sooooooo late in the game. It’s hard to compete with other manufacturers who’ve been ‘in the game’ for much much longer.

…. when you have 5 midsize trucks to chose from (JT, Toyota, Colorado, Canyon, Ford and I might be missing some) to compare …. overall, consumers are going to look at the bottom line cost & gas mileage. And we all know…. The price & gas mileage of the JT isn’t helping.

I’ve owned 2 Tacomas and several other Toyotas in my lifetime. I think the frame debacle put a sour spot in their reputation a bit. It kinda did for me……
Other than that…Toyota’s just got too ‘boring’ …. They couldn’t keep up with the competition in terms of options & upgrades.

 

[biodiesel]

No way to prove it, but I've long wondered if we've reached the point in the market where everyone who would actually buy a JT has done so (or nearly there) within the 1st 5 years?

That's what I think as well. If Jeep isn't your thing, then folks will look at other midsized trucks for their on-road characteristics, quieter cab, affordability, etc. At least in my area, Gladiators have been a good 20% - 30% off MSRP for over a year and they are still slow to sell. The Gladiator is 'popular' but not practical for a lot of buyers.

 

[biodiesel]

It's a tool to me now.

That would explain why we bought our Gladiator sight unseen, and why we didn't spend much time going over the options. I just wanted a Rubicon with the EcoDiesel, the rest didn't matter much to me. My wife wanted Firecracker Red, black fenders, and the black hard top. That was our only requirements.

We bought it as a tool to primarily get us to and from our mountain property in inclement weather. I don't think we'll put more than 5,000 miles per year on it.

I have no connection to it. The bed is useful, and it tows my camper.

We absolutely love our Gladiator. At some point, I might even use it to tow a few loads of firewood off the mountain.

I agree slightly with the rest, but what really "sells" the wrangler is the image of being outdoorsy. There's a mere fraction of Jeep owners who really wheel their Jeeps.

Used Jeeps are very popular in the Albuquerque area because most have never engaged 4WD and are rust free!

 

[Alpine Warthog]

Let's talk about your list.

Foldable windshield, to me, is probably the absolute last thing people care about. I have never seen anyone, anywhere, at any time with the windshield folded down. Not on JKs, not on JLs. No one does it. I agree slightly with the rest, but what really "sells" the wrangler is the image of being outdoorsy. There's a mere fraction of Jeep owners who really wheel their Jeeps. Even this board, I'd reckon only a fraction wheel their Jeeps. Don't believe me? Look at people's pics. Their bumpers, sliders, diff covers, wheels-- still look factory fresh. Look at the bottom of my Jeep and you'd think I just slid it around on the ground since I bought it....
.... "Most buyers" is what sells, not the select few who actually wheel.

Oh so true. Image is a major motivator. You're probably right about the windshield. I've only folded mine to be able to say I've done it. I like that it does it and would be sad if it were to disappear. I think you're point of image just reinforces the argument that removing any of the 5 features would spell the end of Jeep. I like Jeep because of the solid axles and removable doors/roof and the capability. But if the solid axles disappear, I'll be seriously considering Broncos or Yotas.

That's what I think as well. If Jeep isn't your thing, then folks will look at other midsized trucks for their on-road characteristics, quieter cab, affordability, etc. At least in my area, Gladiators have been a good 20% - 30% off MSRP for over a year and they are still slow to sell. The Gladiator is 'popular' but not practical for a lot of buyers.

My area has a ton of Wranglers and Gladiators. They sell pretty well here. But you're right. People look at the other pickups if they aren't looking for the things that makes Jeep different.

 

[biodiesel]

when you have 5 midsize trucks to chose from (JT, Toyota, Colorado, Canyon, Ford and I might be missing some) to compare …. overall, consumers are going to look at the bottom line cost & gas mileage.

There are full-sized trucks (example: Ford F150, F250, F350, F450)
There are Mid-sized trucks (example: Ranger)
There are compact trucks (example: Maverick)

The Maverick is selling like hotcakes due to its affordability, capability, and overall execution. I'm not a Ford guy, but I think Ford hit it out of the park when they released the Maverick.

Jeep, Dodge, and Ram have a lot to think about. The only mid-sized truck they have is the Gladiator and that's only going to fit a certain group of people.

 

[Yman70]

Should be a 392 option for Gladiators and Diesel. They should get rid of the 4xe and copy the Ram Charger or Scout motors EREV. Never gonna happen for either probably.

 

[biodiesel]

Oh so true. Image is a major motivator. You're probably right about the windshield. I've only folded mine to be able to say I've done it. I like that it does it and would be sad if it were to disappear. I think you're point of image just reinforces the argument that removing any of the 5 features would spell the end of Jeep. I like Jeep because of the solid axles and removable doors/roof and the capability.

Nostalgia goes a long way, at least for me and my generation. I'm 49 years old. I'm not entirely convinced that the younger generation cares about the same things that I do. They seem less motivated to drive and there's more of a push for publish transportation. "In 1995, about 64% of kids aged 16 to 19 got their license to drive; by 2021, that number had dropped to under 40%."

 

[biodiesel]

Should be a 392 option for Gladiators and Diesel.

Stellantis just released a bunch of new diesels for the European market. My hope is that one of those small diesels will make it over here in either the Ram or Jeep, or both.

I'm pretty sure Stellantis prematurely discontinued the 3rd gen EcoDiesel due to the HPFP recall. There simply weren't enough parts for production, let alone the recall.

 

[Bonanza]

Nostalgia goes a long way, at least for me and my generation. I'm 49 years old. I'm not entirely convinced that the younger generation cares about the same things that I do. They seem less motivated to drive and there's more of a push for publish transportation. "In 1995, about 64% of kids aged 16 to 19 got their license to drive; by 2021, that number had dropped to under 40%."

Why is that the case? It's not because driving isn't the exact same thing, but instead because the cost of everything has soared: gas, insurance, and as the gladiator demonstrates, cars. Nobody loves riding the bus like a bum, but nobody thinks the Gladiator is worth $50k+.

Jeep (Stallantis) did this to itself. Pure, uncut, greed. It's a tale as old as time. Maximize short term profits and destroy the company. CEO gets a golden parachute. Jeep prices have increased 61% in 5 years. SIXTY ONE PERCENT.

 

[djthumper]

I am confused as to why you even have one?

Yes, it's a stretched JL with Ram suspension. We know that. There's nothing wrong with that.

What we (and Stellantis) needs to remember is this is a niche vehicle. Wranglers are too. Nobody buys these for comfort or for quiet.

The only place I agree with you is the price. It's way high. They are banking on the name. It's really not worth the money they ask. Seems like the big heads have finally realized that. Lets see where they take it. That's thier only option. If they take away the Solid axles, Jeeps are dead.

There are 5 things that keeps Wrangler alive.

Foldable windshield,
Solid Axles,
7 slot grille
round headlights
removable roof and doors

Delete any of those and you no longer have a jeep and the appeal is gone. May as well just ditch the name and make whatever SUV that remains a Dodge product. Just like I'll never buy a Blazer again until they return to the full size with removable roof. It's just not real.

I agree with all of this. Also other than the base sport model the Gladiators should come with nothing smaller than a 33" tire, the wide axles and the max tow suspension. Though a niche vehicle it would put it more inline with the other trucks on the market. As much as I would love a 6' bed, it would screw everything else that we have in the truck.

Now if they can give me a soft top that is fully opened, without taking out the back window panel to do it, I would love that.

 

[biodiesel]

Why is that the case?

It's a different generation, a different culture, and a different time of need. The younger generation not only isn't as interested in driving, they also don't want to own traditional homes. They would rather live in an apartment, condo, or townhouse then own their own home. They want less responsibility and more freedoms.

Jeep (Stallantis) did this to itself. Pure, uncut, greed. It's a tale as old as time. Maximize short term profits and destroy the company. CEO gets a golden parachute. Jeep prices have increased 61% in 5 years. SIXTY ONE PERCENT.

I agree. The government has pumped a lot of money into the economy in the last decade. A lot of people's wages and salaries have increased substantially in that timeframe, and I believe auto manufacturers took advantage of that. However, that leaves a lot of potential consumers behind.

 

[jpfeif34]

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

100% 1-3 are my biggest wants

 

[Minty JL]

100% 1-3 are my biggest wants

Agreed, thats why I racked them and stacked them like that. 4-6 would appeal to other possible buyers

 

[ttn333]

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!

If they slap on an IFS front, then there's no reason for me not to get a Toyota on the next round. They've just lost their edge with the mid size pick up truck segment and open themselves up for a whole lot more head to head competition (which they already are facing).

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