Jeep Prices Soar, Frustrating Buyers and Enraging Dealers
By Eric Ward / Nov 25, 2024
The Jeep Gladiator made its debut in 2018 under the ownership of Fiat Chrysler, marking the brand's return to the pickup truck segment after a hiatus of over 25 years. The initial response was overwhelmingly positive, and the vehicle seemed poised to meet the high expectations set for it. Following its launch in 2019, sales skyrocketed in 2020, nearly doubling to approximately 90,000 units in the United States. This surge occurred despite challenges posed by the pandemic, which disrupted production, and yet the Gladiator emerged as one of the few bright spots in that tumultuous year. However, this meteoric rise in popularity was not sustained. With the merger of Fiat Chrysler and PSA Group in early 2021, resulting in the formation of Stellantis, the new company shifted its focus towards vehicles with higher price tags and greater profit margins. This strategic pivot led to a prioritization of the production of more expensive models, utilizing the limited availability of essential components like computer chips for these high-end vehicles. Consequently, many traditional Jeep and Fiat Chrysler customers were compelled to look for alternatives elsewhere. A review of Jeep's website reveals a scarcity of Gladiator models priced below $40,000 nationwide, with the most affordable option starting at $39,790. On the other hand, some Gladiator models in dealerships now boast price tags as high as $72,000. As a result, Gladiator sales have been on a steady decline since their 2020 peak, with a further drop of 21% observed so far this year. The overall sales of Jeep have plummeted by 36% compared to pre-pandemic levels, significantly diminishing its market presence.