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]


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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

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  • 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..?..




  • Varezhka I have still yet to see a Malibu on the road that didn't have a rental sticker. So yeah, GM probably lost money on every one they sold but kept it to boost their CAFE numbers.I'm personally happy that I no longer have to dread being "upgraded" to a Maxima or a Malibu anymore. And thankfully Altima is also on its way out.
  • Tassos Under incompetent, affirmative action hire Mary Barra, GM has been shooting itself in the foot on a daily basis.Whether the Malibu cancellation has been one of these shootings is NOT obvious at all.GM should be run as a PROFITABLE BUSINESS and NOT as an outfit that satisfies everybody and his mother in law's pet preferences.IF the Malibu was UNPROFITABLE, it SHOULD be canceled.More generally, if its SEGMENT is Unprofitable, and HALF the makers cancel their midsize sedans, not only will it lead to the SURVIVAL OF THE FITTEST ones, but the survivors will obviously be more profitable if the LOSERS were kept being produced and the SMALL PIE of midsize sedans would yield slim pickings for every participant.SO NO, I APPROVE of the demise of the unprofitable Malibu, and hope Nissan does the same to the Altima, Hyundai with the SOnata, Mazda with the Mazda 6, and as many others as it takes to make the REMAINING players, like the Excellent, sporty Accord and the Bulletproof Reliable, cheap to maintain CAMRY, more profitable and affordable.
  • GregLocock Car companies can only really sell cars that people who are new car buyers will pay a profitable price for. As it turns out fewer and fewer new car buyers want sedans. Large sedans can be nice to drive, certainly, but the number of new car buyers (the only ones that matter in this discussion) are prepared to sacrifice steering and handling for more obvious things like passenger and cargo space, or even some attempt at off roading. We know US new car buyers don't really care about handling because they fell for FWD in large cars.
  • Slavuta Why is everybody sweating? Like sedans? - go buy one. Better - 2. Let CRV/RAV rust on the dealer lot. I have 3 sedans on the driveway. My neighbor - 2. Neighbors on each of our other side - 8 SUVs.
  • Theflyersfan With sedans, especially, I wonder how many of those sales are to rental fleets. With the exception of the Civic and Accord, there are still rows of sedans mixed in with the RAV4s at every airport rental lot. I doubt the breakdown in sales is publicly published, so who knows... GM isn't out of the sedan business - Cadillac exists and I can't believe I'm typing this but they are actually decent - and I think they are making a huge mistake, especially if there's an extended oil price hike (cough...Iran...cough) and people want smaller and hybrids. But if one is only tied to the quarterly shareholder reports and not trends and the big picture, bad decisions like this get made.
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