Is It Worth It? Some Dealers Marking Up Initial Gladiator Deliveries By $20,000

When news broke that 2020 Jeep Gladiator pickup trucks were selling for $56k on average, we were left with more questions than answers—how can a vehicle that tops out around $60k manage that? Are lower trim models collecting dust in the corner while loaded Gladiator Rubicons fly off showroom floors? Although both of those could contribute to the end result, another layer to the story has surfaced and, for buyers, it's not pretty.

Some Jeep dealers are marking up Gladiators to the tune of $80k, skewing not only average transaction prices but also their at-risk reputations.

countguy - 6/21/2019 10:13:40 AM

+6 Boost

LMAO, anyone stupid enough to pay that deserves to lose their money.

USNA1999 - 6/21/2019 11:17:55 AM

+4 Boost

As sad as it sounds, there are many idiots like this in our country. I guess they want to be the first on their block to own them.

trboaccord - 6/21/2019 1:40:16 PM

0 Boost

Any markup on a domestic product is stupid

MDarringer - 6/21/2019 4:48:40 PM

+1 Boost

@trboaccord What a profoundly stupid statement.

MDarringer - 6/21/2019 4:51:27 PM

+1 Boost

Dealers can sell a vehicle for any markup they want.

BUT...manufacturers do track the transaction prices.

AND...manufacturers routinely have investigative shoppers that go out.

Manufacturers CAN and DO limit supply of hotly desired products to dealers that are playing games with mark-ups.

GeorgeD - 6/21/2019 7:14:37 PM

+2 Boost

Manufacture can also raise the MSRP.. Mercedes did it back around 2003 for the SL. Dealers were warned, and sure enough, new & higher MSRP.

MDarringer - 6/21/2019 8:28:53 PM

0 Boost

One recent trick is that the real invoice stayed the same. The invoice people think is the real invoice went up. Sticker price went up. The result was buyers thinking a dealer had come off the price and that they got a near-invoice deal.

malba2367 - 6/22/2019 6:52:06 PM

+2 Boost

Saw one at the dealer, and for the price the fit and build quality is pretty horrific...honestly not too much better than the power wheels Jeep i got my kids for $200.

MDarringer - 6/22/2019 9:49:01 PM

0 Boost

I wouldn't say the build quality is horrific, but it is definitely overpriced. I cannot imagine paying over list.