The Gladiator’s fame has dropped
When Jeep introduced its Gladiator pickup truck in 2020, it was the hottest thing around. The nameplate from the ‘80s with styling reminiscent of the Wrangler-based CJ-8 Scrambler, the Gladiator was the pickup truck Jeep lovers had been waiting for. The Gladiator promised Wrangler ruggedness but with more cargo space and a smoother ride. Finally, there was a Jeep-based pickup truck entrant that could appeal to more customers than standard pickup truck offerings on the market. Sales skyrocketed in 2022 to almost 90,000 units sold. The Gladiator was a sales success nearly overnight, but things changed quickly. In 2024, sales dropped to less than half of their peak, and 2025 isn’t looking much better. So, what happened to this once-hailed Jeep pickup?
Details about the Jeep Gladiator
Stellantis
Every Gladiator has four doors, unlike the two-door CJ-8 Scrambler, whose spirit carries over to the new Jeep truck. The Gladiator is based on the Wrangler Unlimited, but the Gladiator has a longer wheelbase. They share the same front suspension, dashboard, and front doors, but the Gladiator’s frame and rear suspension are unique to accommodate the 5.5-foot truck bed and towing capacity. The Gladiator can tow up to 7,650 pounds compared to the Wrangler Unlimited’s 5,000-pound maximum. Every Jeep Gladiator is powered by a 3.6-liter V6 engine mated to an eight-speed automatic transmission, as the 6-speed manual is no longer offered. The engine produces 285 horsepower and 260 lb-ft of torque. Every Gladiator comes standard with four-wheel drive.
The Gladiator comes in nine trim levels: Sport, Nighthawk, Sport S, High Tide, Mojave, Rubicon, Rubicon X, and Mojave X. Prices range from $38,695 up to $61,100. The base Gladiator Sport comes standard with features like 17-inch wheels, removable doors, a fold-down windshield, tow hooks, three skid plates, heavy duty Dana 44 front and rear axles, pushbutton start, remote keyless entry, a 12.3-inch touchscreen display, Apple CarPlay/Android Auto, a 4G LTE Wi-Fi hotspot, tire pressure monitor, roll mitigation, and hill-start assist.
Ever-declining sales
Jeep
Annual sales of the Gladiator have almost consistently dropped, except for 2025. 2021 sales figures were 89,712 units. That dropped to 77,855 in 2022, 55,188 in 2023, and 42,125 in 2024. So far this year, sales are up by 8 percent, but the year-end figure won’t even come anywhere near the ballpark of its best years. Robust sales incentives haven’t helped matters much, either. A couple of years ago, Jeep and Jeep dealerships were collaborating to offer as much as $20,000 off the Gladiator in hopes of turning the painful sales slump around. Unfortunately, that also points to how desperate they were to get customers in the door. Of course, price was a factor, as well as other issues that have plagued the Gladiator.
Jeep
First of all, the Gladiator isn’t cheap. A top trim Gladiator Rubicon or Mojave crests $60,000, while a powerful and off-road capable Chevrolet Colorado ZR2 costs a whopping ten grand less, and a more powerful Ford Ranger Raptor costs $56,000. The high price tag for the more off-road capable Gladiator versions puts it out of reach for many customers. Jeep positioned the Gladiator as a lifestyle truck, but there’s a strong selection of less-expensive midsize competitors. The bed also isn’t as tall as some competitors, which compromises its utility for hauling.
Jeep
The Gladiator has some glaring weaknesses, too. It has been exposed for having a rough ride on pavement, along with vague steering and mushy handling. Its longer wheelbase doesn’t seem to help matters. More traditional pickup truck competitors tend to fare better on-road than the Gladiator, which makes them easier to live with day-to-day. A top trim Gladiator can tow about 6,000 pounds, whereas the Colorado Z71 can tow 7,700 pounds, costs about $15,000 less than the Gladiator Mojave X, and drives better on pavement while managing off-road duties almost as well.
The Gladiator’s single powertrain option isn’t especially compelling now that it dropped its 3.0-liter EcoDiesel V6 option after the 2023 model year. The anticipated Gladiator 4xe (plug-in hybrid) is supposed to arrive sometime this year, but Jeep hasn’t been specific about a release date. It’s questionable as to whether or not this will move the Gladiator’s sales needle much. The Wrangler 4xe has been a huge hit, so there could be some light at the end of the tunnel.
Final thoughts
The Gladiator’s steep sales slide isn’t common in a strong pickup truck market. The bump in sales in 2025 shows some promise but still falls short of a turnaround. The Gladiator is now going on its sixth year pretty much unchanged, and it could be due for a refresh. Will Jeep give it a taller bed or improved on-pavement manners? Perhaps the arrival of the 4xe will help it enough to keep the Gladiator around for a little while longer. With Stellantis’s recent struggles, Jeep may have to reconsider whether or not a Jeep truck is worth keeping alive.
About the author
Amos Kwon
Contributing Writer, Autoblog