If you’re in the market for a Jeep Gladiator, beware predatory dealers charging way over MSRP.
Last week, we learned that the Jeep Gladiator is a surprisingly expensive pickup. The cheapest trim of the Gladiator might start at around $33,500, but the average sale price of what people actually drive home was MUCH higher: $56,403, to be exact.
At the time, we believed that the high sticker prices were just due to Fiat Chrysler making more of the Gladiator’s top trims to maximize their profits. And certainly that’s part of it, as a new report from Car and Driver reveals that 60% of Gladiators being shipped are the top Rubicon and Overland trims.
But there’s something else going on. Even with all the options selected, a Rubicon should max out at around $62,000, but that’s not what dealers are charging. Using listings from Cars.com, the publication found that Gladiators are selling anywhere from a few thousand over MSRP to $20,000 over, and sometimes even more.
Autoblog found listings on Autotrader.com for Rubicons and Overland Gladiators that were selling for $75,000. Considering a Rubicon’s MSRP starts at $43,545, that’s an insane markup.
And it's not just the top trims, either. Base-level Sport and Sport S trims are selling for $50,000 or more in some areas.
We’re sure dealers will just point at the old economic argument of supply and demand. There are tons of people that want a Gladiator right now and are willing to pay extra for one. However, Autoblog also notes that FCA has historically come down on dealers with this kind of predatory pricing.
When the Dodge Demon was first released, many dealers were selling allocation slots for tens of thousands above MSRP. In response, FCA moved those orders to the back of the production line, while cars sold at or below MSRP moved to the front.
We don’t know if FCA will pull a similar maneuver with the Gladiator as the Jeep pickup is intended to be a volume vehicle and not a limited production run like the Demon. Prices are likely to come down naturally over time, but for now, you might have to wait out the initial rush to buy a new Gladiator.
NEXT: See How Fast The New Jeep Gladiator Can Run In Top Speed Test