Pinky Promise: Jeep Brings Tuscadero Paint back to Wrangler

Matthew Guy
by Matthew Guy

Always seeking to give a nod to the desires of their fan base, Jeep is returning to a particularly colorful well with a popular paint option for the revised 2024 Wrangler.

Jeep has always had a palette of vivid and entertainingly titled color options in their lineup, ranging from the frankly tremendous Hydro Blue to the long-standing Firecracker Red. This year, they’re bringing back a deep and intense chromatic magenta hue called Tuscadero on the 2024 Wrangler. As a nod to the unique way in which PR departments are operated, the announcement was made yesterday on the 4th day of the 4th month, a 24-hour span Jeep enjoys calling ‘4x4 Day’. Hey, with the number of dad jokes regularly made by this author, I can’t criticize that decision.

In its original run, Tuscadero was said to account for more than 30,000 orders. And if there was any lingering doubt the name of this color stems from the fictional character Pinky Tuscadero (beau of The Fonz), this year’s announcement started by declaring that ‘happy days’ are here again. Richie or Potsie just don’t have the same effect.

It’s an extra-cost color, of course, adding $895 to the sticker. However, the hue is available on trims ranging from Sport to Rubicon 392, meaning the brand isn’t forcing customers a walk to pricey trims in order to gain access to the good stuff. Initially, it will be paired with a black hardtop, body-color hardtop, or black soft-top. The Sky One-Touch powertop in Tuscadero will be available late in the second quarter of this year. Our advice? Go for the color-keyed lid.

With the harum scarum supply chain challenges of the last few years, we’re hesitant to draw any conclusions about a rig’s popularity based on year-over-year numbers. The Wagoneer is technically up 136 percent compared to this time in 2023, for example, but still only counts for less than 1 in 10 Jeeps sold. The Wrangler found 38,308 homes in the first quarter of 2024, almost exactly the same as 2023. 

[Image: 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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2 of 26 comments
  • Teddyc73 Teddyc73 on Apr 08, 2024

    I can't imagine driving a vehicle in this color but I give Jeep credit for offering colors beyond the monotonous dull life draining range of greys. And credit for a great name.

  • Flameded Flameded on Apr 09, 2024

    "And if there was any lingering doubt the name of this color stems from the fictional character Pinky Tuscadero (beau of The Fonz), "

    I'll be that guy.

    Technically, Fonz would be the "Beau" of Pinky.

    Though, I recall, she was VERY "tomboy-ish" at the time. If it was made these days, maybe she would have dated Joanie... then perhaps she would be Joanies beau..?..

  • NJRide So this is an average age of car to be junked now and of course this is a lower end (and now semi-orphaned) product. But street examples seem to still be worth 2500? So are cars getting junked only coming in because of a traumatic repair? If not it seems a lot of cars being junked that would still possibly worth more than scrap.Also Murilee I remember your Taurus article way back what is the king of the junkyard in 2024?
  • AMcA I applaud Toyota for getting away from the TRD performance name. TuRD. This is another great example of "if they'd just thought to preview the name with a 13 year old boy."
  • Jeff Does this really surprise anyone? How about the shoes and the clothes you wear. Anything you can think of that is either directly made in China or has components made in China likely has some slave labor involved. The very smart phone, tablet, and laptop you are using probably has some component in it that is either mined or made by slave labor. Not endorsing slave labor just trying to be real.
  • Jeff Self-driving is still a far ways from being perfected. I would say at the present time if my car took over if I had a bad day I would have a much worse day. Would be better to get an Uber
  • 2manyvettes Time for me to take my 79 Corvette coupe out of the garage and drive if to foil the forces of evil. As long as I can get the 8 track player working...