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]

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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.

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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!

  • Jkross22 It very much depends on the dealer. Just bought a replacement for the CX9. A local dealer gave a $500 discount on a CPO car while another one gave a few thousand dollar discount but was out of the area and we had to drive 5 hours to get. The local dealer still seems to think it's 2022 and cars appreciate when sitting on the lot. I wish them luck.
  • Ajla "and the $34K price doesn't seem too steep." Respectfully disagree. This would be okay at $29K. $34k clangs into way too much.
  • FreedMike i puUut pUniZhR sTikKr oNn mY KoMMpAs aNd nOW i hEeR Eegle SkReem. (And no one knows it's made in Mexico.)
  • SCE to AUX What a farce.Besides, "patriotism" has been redefined a hundred different ways in the last 20+ years. Disagree with one of them, and you're a traitor.And for starters, Jeep is a Stellantis brand with its HQ in the Netherlands. If this persistent myth about patriotism is ever cracked, the brand is doomed.
  • MaintenanceCosts I'm definitely seeing more dealer-level discounts than I did a year ago, but not a lot of lower MSRPs.