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]

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
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..?..

  • Redapple2 H-K Styling. May not be my cup of tea but they re trying. Gripe. This would be a deal breaker. Door cut out - seat postion - 'B' pillar. I m over 6'. So the driver's seat is towards full back position. Rental Equinox last week. 1100 miles. The seat bottom to seat back point was 8 inches behind and around the 'B' pillar. I had to be contortionist to get in and out of the car. Brutal POS. Wife's Forester? Nearly equal/flush. I ve never seen 1 car review where they complain about this.
  • Lou_BC In my town the dealers are bad for marking up products, even pickups. There were multiple "mega-projects" on the go in my region so money was flowing fast and loose both by corporations and employees. All of that is coming to an end plus we've seen a pulpmill close, one pulpmill line close and a few sawmill closures. Cash is getting tight.
  • Lou_BC Branding is very powerful and effective. I always get a kick out of hardcore Harley Davidson fans. The "Jap scrap" mentality exists even in Canada. I used to get derided for riding Japanese bikes. I confused a bunch of Harley guys once when I pointed out that in Canada, Harley is just as much as a foreign import as Yamaha. They tried to argue that a Harley made in USA was not a foreign made bike. The cognitive dissonance made me laugh.
  • Ajla It's weird how surveys come to conclusions like this when about 100% of the responses then mock the results as ridiculous.
  • 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.