This news is not entirely shocking.
Previously, a 2020 Jeep Gladiator Rubicon carries an MSRP of $45,040, including the $1,495 destination fee. If you were to drop by your local Jeep dealership right now, you'll discover the price tag has slightly increased. CarsDirect has noticed that beginning this month, Jeep has jacked up the Gladiator Rubicon's price by $330, bringing that base price total to $45,370. It's not a serious price boost, but more money is more money.
The Gladiator Rubicon is the highest trim level and, so far, it's the only trim affected by this price change. So, does the $330 increase come with any additional standard features? Nope. The 8-speed automatic, for example, still remains optional. For comparison, the 2020 Gladiator Rubicon, with the optional slush box, is now $1,000 more expensive than similarly-equipped 2020 Wrangler Unlimited Rubicon.
Jeep has yet to officially comment on the price change. The Gladiator Rubicon is still more expensive than the 2020 Chevrolet Colorado ZR2 ($44,095) and the GMC Canyon Denali ($45,095). Only the 2020 Toyota Tacoma TRD Pro is more directly comparable with its $47,785 MSRP, which includes the automatic. Of course, $330 is not a serious price increase and we highly doubt it will discourage buyers. Remember, the new for 2020 Gladiator has not only been a smash hit for Jeep, but it's been amazingly profitable.
Last summer we reported the average price consumers were paying for 2020 Gladiators reached $56,403 – nearly double the $33,545 starting MSRP. A fully-loaded, top-of-the-line Gladiator Rubicon exceeds $60,000.
While we're still waiting for last month's official sales data, in September Jeep sold a grand total of 16,132 Gladiators in the US. The Wrangler, meanwhile, continues its hot sales streak. Last year, just over 240,000 Wranglers were sold in the US, but we're not so sure this year's final tally will have increased. How come? Because of the Gladiator's arrival. Not all internal competition is bad.