A few weeks ago, we learned that Jeep was cutting some 1,100 jobs at the factory where the Gladiator pickup truck is produced. The reason is simple; sales are plummeting.
When the model was presented for the year 2020, we knew it was going to be a hit and sell well. However, we also knew that the craze could fade quickly. This is the kind of vehicle that tends to attract customers quickly, but once buyers are satisfied with their purchases, it is more difficult to convince others.
Flaws that hurt
The Gladiator is a unique, singular product… and it is not cheap. Initially, its qualities outweighed its defects, but after almost five years on the market, the defects seem to prevail, which explains the slowdown, which has the consequences that we know about.
According to market analysts, the Gladiator is currently crippled due to its high price and niche vehicle status.
Jeep Gladiator Willys – Vue arriere | Photo : Auto123
Initially, as we mentioned, sales were very good. As reported by the Automotive News site, from 2020 to 2022, the model sold on average around 82,000 copies per year in the United States. In 2021, 90,000 units were delivered, a record. The Gladiator then rose to third place in sales in the mid-size pickup category, behind the Toyota Tacoma and the Chevrolet Colorado.
Since then, things have been less good. In 2023, only 55,188 units found buyers and since the start of 2024, we had 32,670 deliveries at the end of September, which means we are heading towards something like 44,000 sales for the year. year.
This is why, in January 2025, one of the two teams responsible for manufacturing the model will be let go, in order to reduce stocks of the model which are accumulating in certain dealerships. It is crucial to align the level of production with that of sales.
Reinforcement?
What we deplore on the union side is that the company has not introduced the 4xe plug-in hybrid version more quickly, which is planned for 2025. The latter is enjoying tremendous success with the Gladiator’s cousin, the Wrangler.
The question remains, however; have people who absolutely wanted a Gladiator gone ahead and purchased it, making the model harder to sell from now on? The Gladiator is expensive. Yes, it offers above-average off-road skills, but is that what the buyer in this segment is looking for first and foremost? While the typical consumer of Jeep products is willing to pay for capability, someone who simply wants a midsize pickup truck may look elsewhere.
We could finally end up with a collector’s model in our hands.
Logo Jeep | Photo : Auto123
In 2024, Jeep made some updates to its model, notably with a larger multimedia screen (12.3 inches), as well as the UConnect 5 system.
For 2025, we are entitled to price reductions. Perhaps everything comes down to this, because a more attractive bill can have magical effects.
We will have to see if the actions taken will have an effect on sales, and if the 4xe variant will help turn the tide. Otherwise, we could well have before us a model that will only be offered on a single generation.
The Wrangler remains a niche product and aims to be legendary. The Gladiator is seen as a van version of the latter. Guaranteeing its sustainability represents a greater challenge for the manufacturer.
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