Jeep Adds Tuscadero to Gladiator Paint Palette

Matthew Guy
by Matthew Guy

In most instances, we would pass on using a news slot for the announcement of a simple paint color. But in an era where our roads are inundated with approximately four trillion shades of grey, the introduction of an eye-popping hue is worth the attention.

Readers will recognize the Tuscadero color as (re)appearing on the Wrangler earlier this year after a hiatus. Apparently, the selection was extremely popular and Jeep was fielding plenty of requests for its return, leading stylists to check back rooms and basements for a few pots of the stuff socked away as leftovers. Ok, that’s not how any of this works but the image of Stellantis employees rummaging through dusty corners and looking behind old dealership posters for Neons and New Yorkers is too amusing not to mention.

Apparently, some 30,000 customers placed orders for Tuscadero when it debuted in 2021 on the Wrangler, making it an all-star in the lineup of Jeep’s limited-edition colors which include entertaining names like Gobi, Gecko, Chief, and Nacho. This pink shade debuted on the SUV last month and will arrive in dealerships this summer. On the Gladiator, it will be a $895 option and available to order through the end of this year – initially on Sport, Mojave, and Rubicon with other trims joining the fray later.

The name is a direct reference to the Happy Days television show in which the character of Fonzie had a love interest named Pinky Tuscadero. If there’s any doubt about the association, last month’s press release announcing the return of this color started by saying ‘happy days are here again’. Doesn’t get much more clear than that, folks.

As for the Gladiator itself, the open-air pickup truck found 12,989 buyers through the first quarter of 2024, a performance that is about flat from the same time frame last year. Compare those numbers to 54,455 Grand Cherokees, 38,308 Wranglers, and 13,131 Wagoneer SUVs. As a whole, the Jeep brand had 157,039 deliveries in the first three months of this year.

[Images: Jeep]

Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by  subscribing to our newsletter.

Matthew Guy
Matthew Guy

Matthew buys, sells, fixes, & races cars. As a human index of auto & auction knowledge, he is fond of making money and offering loud opinions.

More by Matthew Guy

Join the conversation
3 of 12 comments
  • Luke42 Luke42 on May 02, 2024

    When will they release a Gladiator 4xe?

    I don’t care what color it is, but I do care about being able to plug it in.

    • MrIcky MrIcky on May 02, 2024

      2025 per Stellantis road map during strike

  • Bd2 Bd2 on May 03, 2024

    I dig it, Pure Pazaak!

  • 3-On-The-Tree I don’t think Toyotas going down.
  • ToolGuy Random thoughts (bulleted list because it should work on this page):• Carlos Tavares is a very smart individual.• I get the sense that the western hemisphere portion of Stellantis was even more messed up than he originally believed (I have no data), which is why the plan (old plan, original plan) has taken longer than expected (longer than I expected).• All the OEMs who have taken a serious look at what is happening with EVs in China have had to take a step back and reassess (oversimplification: they were thinking mostly business-as-usual with some tweaks here and there, and now realize they have bigger issues, much bigger, really big).• You (dear TTAC reader) aren't ready to hear this yet, but the EV thing is a tsunami (the thing has already done the thing, just hasn't reached you yet). I hesitate to even tell you, but it is the truth.
  • ToolGuy ¶ I have kicked around doing an engine rebuild at some point (I never have on an automobile); right now my interest level in that is pretty low, say 2/5.¶ It could be interesting to do an engine swap at some point (also haven't done that), call that 2/5 as well.¶ Building a kit car would be interesting but a big commitment, let's say 1/5 realistically.¶ Frame-up restoration, very little interest, 1/5.¶ I have repainted a vehicle (down to bare metal) and that was interesting/engaging (didn't have the right facilities, but made it work, sort of lol).¶ Taking a vehicle which I like where the ICE has given out and converting it to EV sounds engaging and appealing. Would not do it anytime soon, maybe 3 to 5 years out. Current interest level 4/5.¶ Building my own car (from scratch) would have some significant hurdles. Unless I started my own car company, which might involve other hurdles. 😉
  • Rover Sig "Value" is what people perceive as its worth. What is the worth or value of an EV somebody creates out of a used car? People value different things, but for a vehicle, people generally ascribe worth in terms of reliability, maintainability, safety, appearance and style, utility (payload, range, etc.), convenience, operating cost, projected life, support network, etc. "Value for money" means how much worth would people think it had compared to competing vehicles on the market, in other words, would it be a good deal to buy one, compared to other vehicles one could get? Consider what price you would have to ask for it, including the parts and labor you put into it, because that would affect the “for the money” part of the “value for money” calculation. An indicator of whether people think an EV-built-in-a-used-car would provide "value for money" is the current level of demand for used cars turned into EVs. Are there a lot of people looking for these on the market? Or would building one just be a hobby? Repairing an existing EV, bringing it back into spec, might create better value for the money. Although demand for EVs is reportedly down recently.
  • ToolGuy Those of you who aren't listening to the TTAC Podcast, you really don't know what you are missing.