Between that and how they now offer blacked out wheels and trim on everything. They literally have played out blackout, as it went from sharp and mysterious to “I’m a cool dad whose wife let me buy this”

Back in February of 2018, Sergio Marchionne said the new pickup will be sold at a premium price well above similarly sized trucks like the Chevy Colorado and the new Ford Ranger. Jeep could only make 100,000 so the price would be kept high as to appeal only to “lifestyle buyers.”

I think you hit the nail on the head. Personally, I think they would have had something had the Gladiator been more distinguished from the Wrangler by actually doing a more ‘common’ looking pickup like the Comanche from the 80's. You know, real fenders and a non-recessed grill area.

Some rando General Manager at a dealer in Delaware isn’t exactly driving the bus on Jeep brand strategy. 

The 4 door wrangler outsells the 2dr 4:1, why would this truck be any different? I think they’d have a hard time moving 2dr variants at any realistic pricepoint.

I don’t think it would sell except to the kidless people and first cars for upper middle class high schoolers. The recent boom in Jeep sales is on the back of selling to families. The 4 door Wrangler is the “I’m not a regular parent; I’m a cool parent” ride of choice of the middle class. 

Accurate. Glad I’m not the only one that went this direction.

Don’t be bringing logic and reasonable facts into this.

This is supposed to be a midsize truck though competing with the Ranger/Colorado, not the full size ones. 

Ehhhhh... That’s exactly what it is, a bro truck. It’s bought by bros that are more interested in image and the jeep brand than a good truck for a good deal. Bros do exactly that. They spend too much on a truck because of how it looks. The people that actually want a good deal on a good, capable truck buy a different…

Thats not a great comparison. The size of the Gladiator puts it in competition with the Ranger and Colorado, which are thousands less than a base model Gladiator with better equipment at even the base model

I don’t get the key message here - It’s too expensive? Dealers have Gladiators sitting on lots? Jeep doesn’t know how many they expect to sell?

The Gladiator is competing with trucks like the Chevy Colorado and the Ford Ranger, both of which have a base price of less than $30,000.

Shouldn’t be hard for Jeep, seeing as how they’ve kept roughly the same design for, what, 60-something years now?

If I were looking for a Jeep, I would buy a Wrangler.  If I were looking for a smaller pick-up, I would buy a Ranger.  Jeep pick-ups never sold well in the past.  They were always a niche vehicle.  This will always be a niche vehicle.  Asking for a premium for a niche vehicle won’t sway many buyers.

Yes.

“We can attack Frontier”.

The gladiator is never going to be a BRO TRUCK, so its just too damned expensive.

It’s been overpriced since the start. Hopefully FCA learns a lesson and rethinks it’s pricing strategy. I see the same thing happening to the Wrangler after the Bronco splashes down.

I think the people who wanted one already bought one. Additional body styles and bed lengths would increase sales a bit.