UM_Ftown
Well-Known Member
I think that’s the problem though. Wrangler people will complain about pricing but then buy them anyways because there’s no competition and it’s similar to a cult.There's always been a "Jeep" premium over the past decade that I've noticed. My buddy bought a used '18 JLU before C19 in the upper $30s. Had another buddy get a year-end closeout new JLU for under $30k.
Tacomas have gone up in price; the new '24 Tacoma 4-cyl TRD Off-Road is $46k. We looked at Tacomas before the Gladiator and they were about $10k less on average. We were quoted $42k + $2500 ADM for a TRD Off-Road with all the major options (not the dealer-installed ones like mudflaps or chrome lugnuts). They wouldn't budge on the ADM, so we walked. We spent about $10k more for the Gladiator and got a bunch more options and features.
So yeah, there will be those extreme listings where dealers think some sucker will buy it at "this" price. If nothing else, they'll discount it $10k and still make money on it.
Jeep saw that and figured the Gladiator customer would do the same but I feel like a customer in the midsize truck market is different than the Wrangler market, and there’s plenty of nice competition in the midsize market. Once most of the people who needed to have a Jeep truck got theirs, you’re left with people who would cross shop and didn’t see removable doors and solid front axle as a $10k+ selling point.
Even with Tacoma prices increasing, ADM won’t last forever. Local dealer wouldn’t budge much on a Gladiator so I ordered a ZR2 and with my discount it’s only around $47k. Equivalent Mojave msrp would be in the mid $60k’s.
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