Without question, the new Jeep Gladiator has been one of the hot rookies in the automotive industry this year. It’s also a model that buyers love to personalize, as reflected in new sales figures that show the Gladiator pickup it generates more sales of accessories than its iconic stablemate at Jeep, the Wrangler.
That’s some feat, since the Wrangler has long been known for getting buyers to open up their wallets a little further for various add-ons and accessories.
On average, buyers are checking off another $1,000 worth of accessories on top of the vehicle’s already substantial asking price, this for improvements that touch on both performance and esthetics. The most popular item? A package that raises the vehicle’s ground clearance. Other hot items are for components that enhance the Gladiator’s off-road capabilities.
In the case of the Wrangler, buyers spend an average of $800 extra on options to personalize their purchase.
That the Gladiator would attract this kind of spending was not a surprise to Jeep, of course, and the company was ready with products from the get-go. When the model first hit the market, over 90% of the aftermarket components destined for it were ready to be delivered.
"We had always expected Gladiator to do well from an accessories dollars-per-unit perspective because it really can draw upon the Jeep world, which is big from an accessories perspective, but also the truck world, so it's being able to build upon both."
- Kim Mathers, head of Mopar performance and accessories
The company is now focusing on expanding the product offering of accessories available, so buyers and owners of a Gladiator might delve even deeper into their wallets to create a totally personalized Gladiator.
No sense looking a cash cow in the mouth, after all…