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]


Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by  subscribing to our newsletter.

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

Comments
Join the conversation
2 of 26 comments
  • 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..?..




  • Aaron Recently cross shopped both cars. Decided to go with the civic sport. Like the non direct injection 2.0 engine (no long term carbon buildup) and preferred the Hondas transmission over the Toyotas. The civic interior seems much nicer and roomier. Also Honda had many more civics available to choose from vs Toyota. Got almost 2k off sticker. Felt it was the better deal overall. Toyota was not budging on price.
  • FreedMike Not my favorite car design, but that blue color is outstanding.
  • Lorenzo Car racing is dying, and with it my interest. Midget/micro racing was my last interest in car racing, and now sanctioning body bureaucrats are killing it off too. The more organized it is, the less interesting it becomes.
  • Lorenzo Soon, the rental car lots will be filled with Kia's as far as the eye can see!
  • Lorenzo You can't sell an old man's car to a young man, but you CAN sell a young man's car to an old man (pardon the sexism, it's not my quote).Solution: Young man styling, but old man amenities, hidden if necessary, like easier entry/exit (young men gradually turn into old men, and will appreciate them).
Next