Yesterday we learned Jeep is planning on producing a Wrangler-based pickup alongside the next-generation Wrangler at its Toledo, OH assembly plant. The news was more than welcomed by Jeep fans, as a Wrangler pickup has been on their wish list since before Chrysler first teased the idea with the Gladiator concept in late 2004, but is it a sound investment by today’s FCA?
While the Gladiator concept was based on a Dodge Ram and thus full-size, the Wrangler pickup will likely share a common platform with the Wrangler SUV as they will be built alongside one another. This would make it a mid-size and put it directly in the crosshairs of the Toyota Tacoma, Nissan Frontier and Chevrolet Colorado and GMC Canyon.
That’s all good and well, but as you may remember, Ford and Chrysler abandoned the mid-size pickup segment not too long ago due to lagging sales. The Dodge Dakota was discontinued in 2011, and now, not even four whole years later, the brand is already about to dive right back into the segment. Maybe things will be different as there is pent up demand for a Jeep pickup, but we can’t help but worry the Wrangler pickup will eventually suffer the same fate as the Dakota.
So with that in mind, we ask, is a Wrangler pickup a good idea? Personally, we feel that Jeep’s brand equity is so strong the Wrangler pickup will not only post strong sales numbers compared to other mid-size pickups, but will also command higher average transaction prices.
Let us know how you feel about a Wrangler pickup by voting and commenting below.