Jeep Extends Limited-Run Paint Color

Wranglers in Tuscadero, a limited-run color from the factory. While most OEMs limit their limited-run color offerings, it is part of what makes Jeep Jeep—to say nothing of its sibling brands, too.
Photo Credit: Jeep

Although every now and then an automotive OEM comes out with a bold, breakthrough exterior paint color for its vehicles, this is something that tends to happen consistently at the brands of Stellantis North America: Chrysler, Dodge, Ram and Jeep. Bold colors are part of the company’s DNA.

But to what extent does this move the sheet metal?

If done right, considerably.

In late August Jeep offered a limited-edition color for the 2021 Jeep Wrangler Sport, Sahara, Rubicon, 4xe and 392 models.

Tuscadero.

A chromatic magenta.

The sort of color that you might imagine would come out of an aftermarket paint shop, not the factory in Toledo, OH.

When announcing the availability of the color, Jim Morrison, Vice President, Jeep Brand North America, said, “What’s unique about colors like Tuscadero is that they draw a huge enthusiast following because they’re exciting, authentic and stand out, much like the Jeep community.”

The magnitude of that enthusiast following?

According to Jeep, during the first three months of availability nearly 30,000 Wranglers have been ordered with the exterior color.

How significant is that?

Through the first three quarters of 2021 Jeep has sold 164,710 Wranglers. So 30,000 is a nice bit of business.

Morrison: “It’s so popular we’re extending production into 2022 model-year production. Customers can place an order through December of this year.”