Jeep Gladiator Prices Are Soaring As Some Dealers Add Markups of up to $20,000

Clifford Atiyeh
Photo credit: Jeep

From Car and Driver

  • On average last month, Americans spent an average of $56,000 on the 2020 Jeep Gladiator, which starts at $38,240 and tops out just above $62,000.
  • Some dealers are marking up the Gladiator by thousands and even tens of thousands.
  • As with any Wrangler, high customer demand and soaring resale values mean there is little to zero price negotiation.

You, dear customer, choose whether or not to overpay at your local dealership. Right now, there are some Jeep dealers already making a killing on Wranglers who are out for Walking Dead slaughter with the 2020 Gladiator. Average transaction prices hovered around $56,400 in May, according to Cox Automotive, for a vehicle that's fully loaded at just over $62,000. Wonder if anyone is overpaying?

As of Wednesday, of roughly 3600 Gladiator pickups in U.S. dealer inventory listed on Cars.com, 60 percent are the top two Rubicon and Overland trims that max out with MSRPs of roughly $57,000 and $62.000, respectively. That makes sense. Then there are plenty of dealers piling on Mopar lift kits and custom wheel and tire combos, like a Gladiator in Gastonia, North Carolina, on 22-inch Asantis or another Gladiator in Gainesville, Georgia, with Nitto Mud Grapplers. As with any Wrangler, high customer demand and even higher resale values mean there is little to zero price negotiation. The Cox Automotive transaction average is based on 2584 Gladiator sales in May. Since deliveries began trickling in March, Jeep has sold 3021 Gladiator pickups through May.

But alongside the fair sticker prices are heaps of absurd Gladiator listings. You'll find Rubicons listed above $80,000, bare-bones Sport S trims on skimpy tires for $70,000, and base Sport trims in the $50,000s-many of which have no apparent mods at all. Right now, markups of a few thousand dollars, $10,000, and even upward of $20,000 are common. This, on a 2020-model-year vehicle with visible hinges, no curtain airbags, and an assembly quality dating back to the American Motors era. If you'd really pay such sums, why not bid for the Wrangler Hellcat 6x6 pickup?

But Jeep fans may not care as much as it seems logical that they should. The Gladiator is the gnarliest boss of all short-bed pickups and an unyielding symbol of anti-commuter freedom, even if its sway bars never disconnect during the majority of its on-road miles. Similarly to when the BMW M2 came out and aggressive dealers pushed laughable prices that doubled the sticker, the Gladiator is bound to stay flaming hot through the rest of this year. Just don't let the hype victimize your wallet. Check your emotions, the salesperson's pressure to buy one immediately, and the thick nest of dealer fees on the bill of sale, all before committing to a new Gladiator. The fine folks in Toledo are happy to make more for you. A lot more.


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