Gladiator buyers are spending on average $1,000 on accessorizing the truck.
The 2020 Jeep Gladiator
has only been on sale for a few months, but the midsize pickup truck is
already proving to be a gold mine for Mopar as accessories are in high
demand. While the average Wrangler buyer spends approximately $800 customizing the off-roader with various extras, the Gladiator customer shells out $200 more.
How was the truck
able to become an accessories king in such a short time frame? Fiat
Chrysler Automobiles’ division Mopar made sure it had nearly all of the
accessories available from day one. Indeed, Kim Mathers, Mopar's head of
performance and accessories, told Automotive News that more than 90% of the items compatible with the Gladiator were available at Jeep dealers the moment the truck went on sale.
Mopar
made the necessary preparations before the vehicle’s market launch as
it knew customers would want to customize the Ford Ranger competitor
with a few accessories. These extra goodies are popular among off-road
enthusiasts and also with people in the market for a truck. With the
Gladiator being a blend of both worlds, FCA through its Mopar division
was well aware it had a cash cow in its portfolio.
From a $13 Hitch Receiver Plug with Jeep Logo to a $4,678 Jeep Performance Front Axle,
the Mopar catalog tailored to the Gladiator has a wide variety of
accessories. Kim Mathers mentioned lift kits and protective rock rails
are particularly popular among buyers, but there’s more to come to
further capitalize on the high demand these accessories are enjoying.
To make sure it meets the needs of customers, Mopar is paying close
attention to consumer feedback it receives from various events where
accessorized Gladiators are typically displayed. These include annual
events such as SEMA in Las Vegas and Easter Jeep Safari in Moab, Utah.
Gladiator buyers are not only paying extra on accessories, but are
also willing to reach deeper into their pockets to tick more boxes on
the options list. Back in May, the typical customer paid about $56,403,
which is quite a lot of dough when you take into account the base model
starts at $33,545. Truth be told, many of them were the $60,815 Launch Edition of which only 4,190 units were available and all sold within 24 hours.
