Gladiator Among Top Vehicles Priced Over MSRP -- Averaging 18.5% / $8,478 Above MSRP

iSeeCars analyzed over 1.9 million new cars sold between July 1 and September 7, 2022, and compared their list price to their MSRP. The average difference was expressed as a percentage from MSRP and used to rank the vehicle models. Low-volume models and heavy-duty vehicles were excluded from further analysis.

"The vehicle with the greatest markup is the Jeep Wrangler, which is priced 24.4 percent or $8,433 over MSRP. It’s joined by its four-door version, the Jeep Wrangler Unlimited, and its pickup variant, the Jeep Gladiator. “As demand continues to exceed supply for these popular vehicles, dealers are adding market adjustments generally ranging from $2,000 to $10,000 on top of their MSRP, with markups being especially high for the V-8 Wrangler Rubicon 392,” said Brauer. “The Jeep Wrangler and the Jeep Wrangler Unlimited are among the cars that hold their value best due to their ruggedness and enthusiastic fan base, which likely contributes to car buyers paying a premium for them amid their scarcity on new car lots.”"

Source: https://www.iseecars.com/new-cars-with-greatest-price-hikes-study#v=2022-09

This is likely over now.

It's definitely over around here. I was looking at used ones the other night in my area and they're down quite a bit.

Just scanned the snippet and didnt read the article but first thing came to mind is I wonder how they are noting dealer add ons. Wranglers are probably the only vehicle that every dealership has an altered one on their lot that is overly marked up for a Mopar lift and 35s.

RidinDirty said:

This is likely over now.

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My JTR purchased 7/16 was 6% under MSRP.

Agreed.... sticker on my 22 JTOD was $58,500, I paid $48,100. I don't feel like I paid markup on anything other than the stupid mopar satin grill that I didn't want in the first place lol

Seems like old news to me....many of the dealerships in my area, especially the one closest to me, appear to have more Gladiators on the lot than they can sell. I can perhaps see the Wranglers still being up there since they have been more scarce due to higher demand, but even then I feel like as long as you aren't looking at EVs or other hot new model refreshes the car market is finally starting to slow down.

I haven't looked at used prices recently, but when I was getting ready to buy I was ready to just go new for that reason, gladiators were all over the lots brand new and marked down even, but used ones were hard to find until I stumbled upon mine by chance.

You have to be stupid to pay over MSRP........ automatic negative equity.

I read this article the other day. I assume it’s outdated data or regional. There are still some here in Georgia charging over, but they are doing so by adding lifts, bigger wheels and tires and bs add ons like the permalayer and scotch guard, etc. I do however think that certain equipped versions fetch more money. I don’t think the LED package is very prominent in lower model gladiators around me. It’s only the most expensive I see them selling. The market is far from back to normal, but maybe certain vehicles may be closer

Paid 10% under MSRP on mine at the beginning of August. Locally the selection on JLU's is a little slim and they sell quick, but Gladiators are prevalent and sell a little slower. I'm sure my local dealer would have sold me a JLU with a similar discount as well.

The dam has burst on this for the most part. A few dealerships towards NYC, Long Island and North New Jersey area are still trying to pull this, but this is more due to the demographic of stupid people in the area with a more money than common sense syndrome.

JAY said:

iSeeCars analyzed over 1.9 million new cars sold between July 1 and September 7, 2022, and compared their list price to their MSRP. The average difference was expressed as a percentage from MSRP and used to rank the vehicle models. Low-volume models and heavy-duty vehicles were excluded from further analysis.

"The vehicle with the greatest markup is the Jeep Wrangler, which is priced 24.4 percent or $8,433 over MSRP. It’s joined by its four-door version, the Jeep Wrangler Unlimited, and its pickup variant, the Jeep Gladiator. “As demand continues to exceed supply for these popular vehicles, dealers are adding market adjustments generally ranging from $2,000 to $10,000 on top of their MSRP, with markups being especially high for the V-8 Wrangler Rubicon 392,” said Brauer. “The Jeep Wrangler and the Jeep Wrangler Unlimited are among the cars that hold their value best due to their ruggedness and enthusiastic fan base, which likely contributes to car buyers paying a premium for them amid their scarcity on new car lots.”"

Source: https://www.iseecars.com/new-cars-with-greatest-price-hikes-study#v=2022-09

Click to expand...

Ordered a Jeep Gladiator Willys Sport on 5/30/2022 ... delivered to the delarship on 6/29/2022 at exactly MSRP. Used bulid it took on the Jeep website.

One dealer here in the DFW area has 52 on the lot for sale, just try to leave without a new Gladiator at a highly discounted price.

$57,500 MSRP for my rubicon. Got it for $52,000. After taxes fees and extended warranty, it was right at 60 out the door.

I'm talking with a dealer right now about ordering a 2023 Gladiator Rubicon that is coming in at $62,500 MSRP... what would be a reasonable "out the door" price?