Last year’s Jeep Gladiator launch was definitely a success. The Gladiator was our most important vehicle of 2019, and NACTOY just named it the best truck for 2020. Buyers have been spending crazy amounts of money for them. But, counterintuitively, Jeep is now offering a national discount to help move Gladiator inventory off lots.
Cars Direct found that Jeep is offering a $2,000 manufacturer incentive on the Gladiator through Feb. 3. Dealers throwing in discounts on top of that can mean huge savings. One California dealership is offering $7,000 for a total $9,000 markdown. My local dealer in Michigan is offering a little over $2,000 above the national discount on Sport trim models.
Gladiator lease prices have also come down. As part of Jeep’s “Start Something New” sales event, some buyers can lease a Gladiator Sport for $248 per month for 36 months with $3,995 due at signing.
There is one significant catch. Jeep’s national incentive excludes the top-tier Rubicon trim. That exclusion may offer a clue for why Jeep is offering the incentive.
The average transaction price for the Gladiator is high because many buyers are choosing the Rubicon trim and customizing them above $60,000. Jeep may be having a more difficult time moving base models, often priced above $40,000, sitting around in the dealer inventory. If you’re shopping around, that’s about the same price as a fully-loaded TRD Pro Tacoma.
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