What’s your price Point?

[Etoimos]

My build would look like this:

Rubicon, diesel, Auto Trans, Cold Weather Group, and color color matched hard top. My price point for that would be $51k-$53K (the same JLUR w/o the diesel is $48K) . Anything more than that and I'll buy a Colorado ZR2 with the same options for $47k and put the extra $7k towards an off road trailer. Or do a JKUR with a trailer and buy a real truck for towing duties.

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[misanthrope]

My build would look like this:

Rubicon, diesel, Auto Trans, Cold Weather Group, and color color matched hard top. My price point for that would be $51k-$53K (the same JLUR w/o the diesel is $48K) . Anything more than that and I'll buy a Colorado ZR2 with the same options for $47k and put the extra $7k towards an off road trailer. Or do a JKUR with a trailer and buy a real truck for towing duties.

I think you could get it for around $56k...but only after finding a dealer who will do 6% under invoice. I think a problem with the diesel is that they're going to require other upgrades when you get the 3.0 (the auto being one of them).
I AM the Wet Blanket (new superhero name).

 

[jayd33]

I’m hoping for the price to be within $55-60k for overland or rubicon JT. Never owned a truck before, never been on trails, never owned a jeep, and that goes for everyone in my family and extended family including my wife’s. But, this truck has me super excited and that goes for a lot of my peers who can’t quite justify owning a g class or a range rover, but has some toys they want to tow around in style. JT is absolutely stunning and can’t wait to share photos with you guys in the near future.

 

[misanthrope]

I’m hoping for the price to be within $55-60k for overland or rubicon JT. Never owned a truck before, never been on trails, never owned a jeep, and that goes for everyone in my family and extended family including my wife’s. But, this truck has me super excited and that goes for a lot of my peers who can’t quite justify owning a g class or a range rover, but has some toys they want to tow around in style. JT is absolutely stunning and can’t wait to share photos with you guys in the near future.

I think you (and maybe I) are the target market for the JT. I think a well optioned non diesel Overland should come in around that price range, though a well optioned Rubi will probably push well into the $60s.
THE WET BLANKET STRIKES AGAIN!

 

[steffen707]

I’m hoping for the price to be within $55-60k for overland or rubicon JT. Never owned a truck before, never been on trails, never owned a jeep, and that goes for everyone in my family and extended family including my wife’s. But, this truck has me super excited and that goes for a lot of my peers who can’t quite justify owning a g class or a range rover, but has some toys they want to tow around in style. JT is absolutely stunning and can’t wait to share photos with you guys in the near future.

WORD!
I'm in the same boat, minus the toys to tow. =)

 

[5JeepsAz]

I think you (and maybe I) are the target market for the JT. I think a well optioned non diesel Overland should come in around that price range, though a well optioned Rubi will probably push well into the $60s.
THE WET BLANKET STRIKES AGAIN!

Okay, so after year one, are there 75000 more of your type buyer? If so, cool. I was in that market until I got stubborn. I'd still be in it if overland had a wide track.

 

[Etoimos]

I think you could get it for around $56k...but only after finding a dealer who will do 6% under invoice. I think a problem with the diesel is that they're going to require other upgrades when you get the 3.0 (the auto being one of them).
I AM the Wet Blanket (new superhero name).

At $56k, I'd actually get a Raptor instead (priced off of Ford's website). I would lose some of the creature comforts inside, but would get a lot more "lifestyle" tuck for the money.

Edit:
But since I am waiting for the diesel to come out, I've got a couple of years to see what the aftermarket locker options are going to be. That might let me drop down from the Rubi, so who knows what I'll do. lol

 

[Dryfly24]

I think you (and maybe I) are the target market for the JT. I think a well optioned non diesel Overland should come in around that price range, though a well optioned Rubi will probably push well into the $60s.
THE WET BLANKET STRIKES AGAIN!

It was in "stock" class, but lots modified. I think original suspension mounting points had to be used, motor trans stock, different axles and the aftermarket lockers failed and it still finished the race.

I may be in the target market also. I have the money ready and willingly earmarked for a new truck. But there is no way I’ll give them anything approaching 60k just on principal alone. That’s a ridiculous amount. I’m drawing the line right around low to mid 50’s for a well equipped Rubi. If they can’t or won’t do that, I’ll happily move on...

 

[misanthrope]

I may be in the target market also. I have the money ready and willingly earmarked for a new truck. But there is no way I’ll give them anything approaching 60k just on principal alone. That’s a ridiculous amount. I’m drawing the line right around low to mid 50’s for a well equipped Rubi. If they can’t or won’t do that, I’ll happily move on...

I would love to see a well optioned Rubi in the low to mid $50ks. But that would give me a real problem: JT or JL? JT seems like a no-brainer, right? So much more capability for the same price. I think a lot of potential JL buyers would see it this way, therefore Jeep would be cannibalizing JL sales. The only way for Jeep to avoid this is to price the JT, which is more vehicle, higher than the JL. So, logically, the JT will be just an incremental price point above the JT, ergo, $3500 at the lowest end to $7000 at the money-grabbingest end above the JL: $57k-$61k for a well equipped Gladiator.

RETURN OF THE WET BLANKET!

 

[Dryfly24]

I would love to see a well optioned Rubi in the low to mid $50ks. But that would give me a real problem: JT or JL? JT seems like a no-brainer, right? So much more capability for the same price. I think a lot of potential JL buyers would see it this way, therefore Jeep would be cannibalizing JL sales. The only way for Jeep to avoid this is to price the JT, which is more vehicle, higher than the JL. So, logically, the JT will be just an incremental price point above the JT, ergo, $3500 at the lowest end to $7000 at the money-grabbingest end above the JL: $57k-$61k for a well equipped Gladiator.

RETURN OF THE WET BLANKET!

At 57k its going to have to be very well equipped if they want to keep my interest. . .

 

[misanthrope]

At 57k its going to have to be very well equipped if they want to keep my interest. . .

Lockers, 7k+ towing, removable roof, HD brakes and HD Dana Widetrack 44s front and rear, unique frame and suspension set up with Fox shocks front and rear, 4:1 Rock Trac HD 4X4 system, 400w power inverter, all standard kit on the Rubi. Pretty well equipped even without any options. Unless you're looking for creature comforts, but those options are there for you as well.

And, to add water to my blanket, I think $57k for a Rubi will get you an auto trans, cold weather and maybe the tow package, LEDs and some extra safety add-ons. That's about it. Load it to the gills with everything shy of the diesel (another $4k+ in my opinion) and a Rubi will cost (someone else, obviously) in the neighborhood of $65k (with the diesel pushing $70k fully loaded). And Jeep'll sell 75k a year without really trying.

This isn't about competing with any other vehicle. For those who are cross-shopping, the JT probably isn't for you. It's not the value of a Colorado or a Ranger. It's not the all-out badass of the Raptor. It's not even the mall-friendly Wrangler, though I'm sure that's where many of them will spend their time. It's a class-unto-itself stand-alone vehicle. You don't trade in your daily driver for it, you add it to your collection. Or, you live beyond your means and use it every day in spite of its price, or, more likely, because of its price.

The JT Gladiator was never meant to be someone's work truck, or even their DD/only vehicle. That's my interpretation of "lifestyle vehicle". One you could live without, but it's so awesome you just can't live without it.

 

[Dryfly24]

Lockers, 7k+ towing, removable roof, HD brakes and HD Dana Widetrack 44s front and rear, unique frame and suspension set up with Fox shocks front and rear, 4:1 Rock Trac HD 4X4 system, 400w power inverter, all standard kit on the Rubi. Pretty well equipped even without any options. Unless you're looking for creature comforts, but those options are there for you as well.

And, to add water to my blanket, I think $57k for a Rubi will get you an auto trans, cold weather and maybe the tow package, LEDs and some extra safety add-ons. That's about it. Load it to the gills with everything shy of the diesel (another $4k+ in my opinion) and a Rubi will cost (someone else, obviously) in the neighborhood of $65k (with the diesel pushing $70k fully loaded). And Jeep'll sell 75k a year without really trying.

This isn't about competing with any other vehicle. For those who are cross-shopping, the JT probably isn't for you. It's not the value of a Colorado or a Ranger. It's not the all-out badass of the Raptor. It's not even the mall-friendly Wrangler, though I'm sure that's where many of them will spend their time. It's a class-unto-itself stand-alone vehicle. You don't trade in your daily driver for it, you add it to your collection. Or, you live beyond your means and use it every day in spite of its price, or, more likely, because of its price.

The JT Gladiator was never meant to be someone's work truck, or even their DD/only vehicle. That's my interpretation of "lifestyle vehicle". One you could live without, but it's so awesome you just can't live without it.

IMHO, everything we say here is just personal opinion and none of us really know what they had in mind as far as who their target audience is. We’ll have to wait and see what the actual real world pricing is.

If what you’re saying turns out to be true and they basically turn this into a very expensive luxury toy for those with deep pockets then they aren’t going to sell as many. They will sell plenty - for a while at least anyway- but you’re right. They won’t sell one to me. I can afford it, I just can’t justify paying it just to have it cause it’s the latest and coolest. Plenty of other trucks out there will serve me just fine.

 

[misanthrope]

IMHO, everything we say here is just personal opinion and none of us really know what they had in mind as far as who their target audience is. We’ll have to wait and see what the actual real world pricing is.

If what you’re saying turns out to be true and they basically turn this into a very expensive luxury toy for those with deep pockets then they aren’t going to sell as many. They will sell plenty - for a while at least anyway- but you’re right. They won’t sell one to me. I can afford it, I just can’t justify paying it just to have it cause it’s the latest and coolest. Plenty of other trucks out there will serve me just fine.

Yup. I think the fact that you're even open to buying a different vehicle disqualifies you in terms of what Jeep is thinking. My feeling, based on a bit more than simple opinion, is that Jeep is marketing this to the "Gladiator or NOTHING!" type buyer. There will be some cross-shoppers that they reel in, but they want to convince you that the JT is not just the best choice, they want you to believe it's the only choice.

 

[Dryfly24]

As an added thought just so you know where my head is at, my absolute must have options are the auto trans, roll up tonneau cover, cargo management group with lockable storage which I believe forces you to get the premium LED lighting, and headliner.

The nice to have ones that aren’t an absolute deal breaker are the mud tires, aluminum wheels, spray in bedliner, integrated trail cam (which forces the 8.4 display), alpine premium sound, and all weather slush mats.

 

[dano0726]

Take a look at Apple right now -- their iPhones started out (not that long ago) at a much lower purchase price...with this last update/release, their unit sales have tanked, all because their current entry price for a phone is now $x,xxx.

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