It’s no secret that GM’s current, second-generation Chevrolet Colorado and GMC Canyon midsize pickup trucks have made inroads into the midsize pickup truck segment – one that, prior to their return in 2015, was dominated by the Toyota Tacoma and Nissan Frontier. The two GM trucks have faced relatively little competition in the space, delivering a combined 146,174 units in 2016 and 145,102 in 2017 (see Colorado and Canyon sales). But the segment will soon heat up with the introduction of two new entries from GM’s cross-town rivals – the new Ford Ranger and the Jeep Wrangler pickup, likely to be called the Jeep Scrambler. Here’s a competitive report on the latter.
Launch Cadence & Pricing
Expected to go on sale in April 2018, the Scrambler will essentially be a pickup truck variant of the highly-acclaimed Jeep Wrangler. Pricing has yet to be announced, but many expect it to start around the $30,000 mark for the base model, and garner as much as $45,000 for the range-topping Trail-Rated models that will compete with the Colorado ZR2.
Powertrain
Engine choices are expected to be three-fold:
- 2.0L Turbo I4 gasoline engine with Mild Hybrid system making 268 horsepower
- 3.6L Naturally-Aspirated V6 Pentastar gasoline engine making 275 horsepower
- 3.0L Turbo V6 EcoDiesel engine making 260 horsepower and 442 pound-feet of torque
Transmission choices will likely include an 8-speed automatic or a 6-speed manual.
Exterior &Â Interior
The exterior will bear much resemblance to the Wrangler, with insiders describing it as a “Wrangler with a pickup box”. The same goes for the interior, with recent Scrambler spy shots revealing a cabin pulled straight off the Wrangler. A removable roof will enable something that neither the Colorado nor Canyon can provide: an open-air pickup experience.
Architecture
The Scrambler is expected to be underpinned by the same platform used by the new-for-2018 Wrangler (Wrangler JL), with a future Dodge Dakota midsize pickup truck also using the same frame.
The GM Authority Take
The upcoming Jeep Scrambler is shaping up to be a significant threat to the success of the Colorado and Canyon, especially given the popularity of the Jeep Wrangler from which it will be derived.
The Scrambler will specifically benefit from the following advantages that can not be offered nor replicated by GM’s midsize twins:
- Popular and desired Jeep name and relationship to the brand-defining Wrangler
- Unique boxy styling that’s instantly recognizable as a Jeep
- Unique features such as a removable roof, foldable windshield and removable doors
- Off-road prowess, even in base trims
Despite the various benefits, we see the Scrambler facing several hurdles in gaining widespread market acceptance, including:
- Styling that might not be very appealing to many mainstream truck buyers
- Assuming an expected base price of around $30,000, a rather steep price compared to all other midsize pickup offerings
Comments
Wait, doesn’t FCA already have Ram for all their pickup truck needs? Why is Jeep also expanding into this segment?
“Wait, doesn’t FCA already have Ram for all their pickup truck needs?”
They do, but at present Ram is a range of full-size pickups and really crap Fiat vans. The Dakota has been dead since 2011, and if this is squarely a mid-size truck, then this is likely underpinning not just the Scrambler, but potentially a new Ram Dakota.
Competition.
This poses a threat to all truck makers. Period.
If towing, economy, and/or comfort is/are important, the Scrambler won’t be much of a competitor to the GM midsize trucks. If it’s about off-road prowess or cache, it will do well.
Base on spy shots so far, the wheelbase is too long to be a major offroad threat in stock form. If it’s compatible with current Wrangler aftermarket parts, it might gain some extra points. Knowing Jeep, you’ll have to buy the top trim ($40k+ easily) to get the strong axles.
It’s a Jeep thing.
The Jeep will have its following and will do well but it should not really pose a threat to GM, Ford or Toyota.
Most truck people are not truck people and Jeep people are not truck people. This is not Jeeps first truck as they have had limited success with several over the years.
I expect this might be more a threat to the other Jeep models.
I don’t think it’s as limited or isolated as that, Scott.
First, the midsize truck space has significantly less repeat purchase loyalty (roughly 40 percent less than the full-size truck space), so current and potential customers are highly more likely to consider and then buy another brand’s offering if they see the product as being better/superior.
Second, the midsize pickup space has an amount of cross-polination that is very high. It attracts customers from all kinds of other segments, including crossovers, SUVs, sedans, and even full-size trucks.
I live in Colorado, where the kinds of vehicles we are discussing are highly popular. A friend of mine recently had his late-model Nissan Xterra stolen and came into the market looking for a vehicle with that could seat four and that could conquer an above-average mountain trail for overlanding, camping and hiking activities. On his list were the Taco TRD/Pro, Wrangler Rubicon, and – because of me – the Colorado ZR2. He picked the Jeep (the last model year of the last-gen JK), and has never been a Jeep owner and hasn’t ever identified with the brand.
So while it may have started out as “a Jeep thing” years ago, the brand today has reached mainstream status, with the Wrangler setting an all-time record sales volume in May. That can’t be all those crazed Jeep people.
My take is that the Scrambler will pose a rather big threat to the Colorado and Canyon in the retail segment (not so much for fleet deliveries).
Alex I have extensive work with Jeep people and the 4×4 marketing I respectfully disagree.
While I agree with some of your points I do not see a lot of cross over by Jeep people.
Like the Wrangler few come from SUV and trucks.
The cross over by brands has occurred with the trucks to a degree but it has only been a factor as GM and Ford left the market and people left as I did to a Crossover. I as most came back to the brand I Belonged to.
Jeeps tend to be to a group of their own. They are better at off rad but are compromised by space and shape that effect things in different ways.
The Jeep is more a specialty vehicle for many like a Camaro is to the car segment.
The quality issues have always been there too. Stone chips on the doors and hinges for some are a badge of honor but are
You will see pick up from other wantabe models like the FJ or Xeterra that really have been big non factors.
Jeeps tend to be a cult. I am sure the truck will be successful but not to a major expense of the Big Three.
There are alway floater like your friend but the base for all are pretty solid.
Like when GM stopped the Colorado and Ford the Ranger most just went to other GM products.
I stopped after the Sonoma as I hated the first gen.
As for the Jeep it is a cult as you either love them or hate them.
As for true off road people they pick a Wrangler as they are better on trails and the aftermarket.
Jeep will lose some off road with the bed and not be as good on angles with a bed. But in most areas of the country most of these vehicles never go off road anyways till they are older.
They are purchased for looks not real off road work. I am sure the percentage is higher in Colorado as it is in WV but the rest it is more show than go.
FYI this exact question was asked at the Colorado site and overwhelming there was few who were looking to Jeep.
I’ve been a GM guy all my life, but also have a 1987 Jeep Comanche in my garage, so I’m a bit biased on Jeep pickups! None the less, The only reason I bought a Colorado diesel last year was because the Wrangler isn’t rated to tow much, hopefully this pickup version will be. I’ve crossed shopped Jeeps and GM stuff many times over the years, and as Alex said, I know many other people who hate Chryslers/Dodge, but would buy a Jeep in a heart beat. Jeep is a mainstream brand now. I think these will pose a serious threat to the GM midsize truck segment, and if they would have been out when I was looking at trucks, I would have given it serious consideration despite my worry about “FCA-ness” for reliability.
Looks like a short bed.
Colorado does offer a long bed.
Also take note that FCA revealed that RAM is coming out with a mid-size truck for North America Also.
If it is really going to be a truck, and not just a Wrangler with a bed, they are going to have to change some things that will jack the price up. Look at the “payload” and tow ratings of a Wrangler. You can’t just slap a bed on that platform and expect its little Dana 30 axle, frame, and suspension to start competing with purpose built midsize trucks.
I’m sure Jeep knows this and redesigned a lot of stuff that will either A: make it less off-road capable than people expect, or B: cost a fortune compared to the competition.
It’s going to be a niche. Like the guy up there said, Jeep people will love it. Midsize truck buyers who buy truck over brand will continue to buy Colorado, Tacoma, Frontier, and soon, Ranger.
Okay somebody has to say it. This will bring back the old saying don’t buy no ugly truck.
GM already on their way to bringing that back.
GM should not worry as Jeep pickups were known as rust buckets.
That was then, this is now. Does one avoid Chevy today because the Vega would rust quickly?
the fresh air options interest me the most, having totaled my basic 08 colorado i opted for a nissan frontier SV extended cab 4 WD with a V-6 + manual tranny which is a MUST for me. the nissan was the BEST dollar value out there with what i wanted. i prefer standard cabs + less unwanted junk that increases the pricing. the jeep looks interesting but like overpriced fords + chevys it will be too costly until it is preowned. IMO manufacturers are GOUGING buyers of the popular 4WD pickup market, but nissan continues to give MORE for LESS!!!!
As a person with along body and short legs, both the Canyon/Colorado are very awkward to get in and out of, so they are off any of my future purchase lists, will have to see how the Jeep is.
i would love an open air pickup, but ALL jeeps are OVERPRICED for sure + their reliability is suspect, not to mention being rust prone. take a look as the rusty rams on the road today!! it will need to at least haul a half ton + lose 2 doors as well, if so it may garner a few converts providing said prices are not over the top as typical for jeep branded vehicles. competition is good + time will tell!! oh i do really like the looks of the 2 dr models as for me i want a truck NOT a tank as most trucks are today, OVERSIZED + OVERPRICED!!!!
Well, what do you think they should be priced at for what they offer?