WeeklySA_AdminRUBICON: The only open-air pickup truck in its segment is seemingly not so cool with the bakkie crazy South Africans, registering the lowest sold with a single digit sale in the previous month of April
By Ali Mphaki
Someone somewhere in South Africa is smiling behind the wheel of his new Jeep Gladiator bought from a local dealership last month.
Most likely unbeknown to the proud owner is that they hold the indisputable bragging rights of being the sole and only buyer of a vehicle once billed as ‘’the most capable truck ever’’ when broke cover nine months ago in August 2025.
Whilst stats may be likened to a mini skirt – short but enough to cover what matters – the naamsa April vehicle sales will not conceal the fact that Toyota with its Hilux clogged 2 955 units for the month and that it is no fool’s joke that only one unit of the Jeep Gladiator Rubicon got snapped from the showrooms across the country, unwittingly triggering an age old myth that when a gladiator was defeated, they typically raised a finger (ad digitum) to surrender.
The situation is so dire my late aunt would chuckle ‘Shame Benoni next to Boksburg”
Thing is it defies logic why buyers are not voting with their wallets for the Gladiator when it has so much (or not) going for it.
Could it be the bakkie-narcotized South Africans are not enamoured by its striking new design with elements that include colour-coded hardtops, a refreshed grille, and bold alloy wheels?
Are the local bakkie lovers so mentally oppressed to the fact that the Gladiator remains the only open-air pickup in its class – offering unmatched freedom?
Is the message not loud and clear that the all-new Gladiator is the most capable Jeep pickup ever?
Does it not matter anymore that the Gladiator is drawing on over 40 years of Jeep pickup heritage and has brought to the South African market the flair of a true-blooded icon with the versatility of a true-blooded workhorse?
Is selective amnesia the order of the day making us forget that when first introduced to the South African market in June 2022 the Jeep Gladiator arriving under the single model tagged Rubicon was promptly named the Specialist Bakkie of the Year with 97 units sold in three months?
As if to rub it in, locally 67 units were registered in 2024, and 36 units sold between January and July 2025, though mention must be made that worldwide 2022 proved a bonus year for the Gladiator with 77, 855 sold and a further 42, 125 bought in 2024.
With the sales graph pointing southwards, it only goes to show that overall interest in the midsize truck has fluctuated.
What is not deniable, however, is that the Gladiator Rubicon will continue its appeal to those looking for a rugged, distinguished design aesthetic instantly recognisable with Jeep signature styling. Further, nothing stops the manufacturer from letting all and sundry recognize the Gladiator is trail-rated to earn the badge and is offered in a 3.6l V6 engine bringing 209kW and torque of 374Nm, though some may find it lethargic.
It could also be said the Gladiator with its unique open-ended design fits in smugly as a lifestyle choice rather than a traditional workhorse.
Concerns have also been raised about its load area said to be small for pickups; the long wheelbase a challenge of maneuverability when towing; and its drinking manners not so exquisite – all conspiring to undermine its charms and virtues.
But more than anything is the price.
It starts from R1, 399,500.
