Pinky Promise: Jeep Brings Tuscadero Paint back to Wrangler

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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