The Jeep Gladiator is one of the hottest new vehicles on the market to debut in 2019, earning rave reviews and loyal fans left and right. Now, the most capable version appears to be getting a price increase for 2020 — albeit for no indicated reason.
Cars Direct discovered a new dealer sheet that shows a $330 price increase for the top-tier Rubicon trim of the Jeep. The Gladiator Rubicon will now have a starting price of $43,875. That’s a hair less expensive than the Toyota Tacoma TRD Pro ($43,960) and nearly $2,500 more than the Chevy Colorado ZR2 ($41,400). If you factor in $1,495 for destination charges and $2,000 for the automatic transmission that most buyers will opt for, the Gladiator Rubicon now starts at $47,370.
We reached out to Fiat Chrysler to find out what the reasoning was behind this price shift, but have yet to hear back with a response. (We’ll update this post if we hear from them.) But given how the Gladiator has been selling, a price increase at the top end with the Rubicon seems like a smart business move. Gladiator buyers have been going for the upper-level trims, then adding on options; the average Gladiator transaction price after the truck hit dealers was more than $56,000, more than $20,000 above the midsize truck average. (Car and Driver found five-figure dealer markups above MSRP.)
Likewise, the crazy low Gladiator lease prices from early in the model cycle have been creeping upward. So a price bump for 2020 is not too surprising. But there is still some good pricing news here: if you’re a current Jeep owner considering a switch to the Gladiator, Jeep does have a $1,000 loyalty discount valid through the end of 2019.
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