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For the most part, brand-new trucks have been flying off the lots. However, you may have noticed that Ford F-150 Lightning and Jeep Gladiator trucks are piling up at local dealerships. Despite being extremely different options, the Ford F-150 Lighting and Jeep Gladiator have the same issue. 

The Ford F-150 Lightning and Jeep Gladiator face declining sales 

The Ford F-150 Lightning and Jeep Gladiator are near stagnant as they both face a sharp sales decline. Both trucks have been dropping prices and offering between 15 to 20% off MSRP in an attempt to get moving again. 

While the Gladiator is available with up to $20,000 off, the F-150 Lightning is also offering up to $15,000 off. The discount includes $7,500 worth of retail bonus cash and a $7,500 federal EV tax credit. 

In 2023, the F-150 Lightning moved 24,000 models. This is a year-over-year increase of 54%, which is a glimmer of hope. But it fell short of its 150,000 production goal. 

The Jeep Gladiator sold 55,187 models, which is down from 77,855 sales in 2022, and 89,712 sales in 2021. It has been facing a decline for years. 

The 2024 Jeep Gladiator parked at dusk
2024 Jeep Gladiator | Jeep

As a result of the lagging sales, Ford cut 1,400 of the 2,100 workers at the Rogue Electric Vehicle Center where the Lightning is produced. About 700 workers will be transferred to Michigan. 

Stellantis has cut thousands of jobs in Detroit, Michigan, and Toledo, Ohio, but cites California emissions regulations for putting the company at a disadvantage. If I had to guess, low Gladiator sales also play a role. 

Declining F-150 Lightning sales may be attributed to high costs. The Pro starts at $51,990, which is $10,000 more than the original $41,000 price that was promised. Plus, the Lightning hasn’t fared well in towing and range tests. 

Declining Jeep Gladiator sales could be attributed to high pricing and limited options. It’s only available as a crew cab truck with one bed size and standard 4×4. Not everyone wants 4×4 or such a large truck. Rivals also have entry-level worth truck variants. 

Plus, the Gladiator has a serious lack of powertrain options. The diesel engine was cut and the Wrangle 4xe powertrain isn’t available. But perhaps price cuts can help turn things around.