Image via Stellantis
Some are excited about Tuscadero pink, what Stellantis calls “deep and intense chromatic magenta” paint, as it makes a return to the Jeep lineup. This time it’s being offered not only on the Wrangler but also the Gladiator truck.
Excellent bad idea: mini jeeps.
This is the only factory pink pickup on the market. While that might seem like a weird niche offering, and it is, we have little doubt Jeep won’t have trouble moving plenty of these.
After all, Stellantis reported that when Tuscadero was offered for the first time on the 2021 Wrangler, about 30,000 customers ordered it. We know automakers can sometimes play games with orders versus vehicles customers take delivery on, but in this case we don’t think there’s any trickery.
People really dig pink Jeeps.
Some have theorized this move, along with offering Tuscadero on the 2024 Wrangler, shows Stellantis is pulling out all the stops to pump Jeep sales back up.
The brand has been struggling to move vehicles, although the Wrangler and Gladiator have been selling well enough. But having a little extra bump is always welcome.
Jeep currently offers eight colors paint options for the 2024 Gladiator, including Anvil, a dark gray with a blue tint, which has been used in the Wrangler lineup before.
Considering somewhere around 30% of Jeep Wrangler Unlimiteds are owned by women, and we’d be willing to bet the vast majority wearing Tuscadero are JLUs, it’s really no surprise a paint option like this could be well-received.
But the big question is how popular will Tuscadero be for the Gladiator? If you look on social media you’d be under the impression everyone is super pumped for the color, but we know such things are subject to manipulation, whether through bots, smurf campaigns, or paid influencers manufacturing a façade of demand.
With the modern Gladiator having only been around since 2020, data about how many women buy them is scarce. We can go off anecdote, but that’s about as useful as looking at social media. But we know Jeep and Stellantis do their homework, so we’re guessing based on this move a fair chunk of Gladiators are driven by females.
That’s not to say some men haven’t or won’t order a Jeep in Tuscadero. But let’s be honest, demand for this color is driven by women. And they apparently really want a pink pickup truck. Hey, it’s their rig, so why not?
Image via Stellantis
