Jeep is offering a new pink color for the 2021 Jeep Wrangler
The name of the color, Tuscadero, could be a reference to a classic television show. On Happy Days, Pinky Tuscadero was the name of a female mechanic who was Fonz's girlfriend. Whether it’s a reference to Happy Days or not, Tuscadero Pink somehow sounds like it belongs on a Jeep.
Motor Trend might say it best: Tuscadero is a name you say with some gusto while you pump your fist in the air.
Tuscadero Pink is available for a limited time on the Wrangler
Tuscadero Pink will only be available through November 2021, so if the metallic in-your-face magenta is something you think would look good in your driveway—or off-road, then you should act soon.
According to Motor Trend, it’s not clear if the color will be available on other models. That includes the Gladiator, which shares the Wrangler base.
Motor Trend reported that adding Tuscadero Pink to your new Wrangler will cost an extra $395. That's not much of an upcharge, especially since anything other than Bright White is already an extra $245.
Jeep isn't the only brand that offers custom color options
Many other automakers have announced new color options for their vehicles. Recently, Ford unveiled a new Eruption Green color for the Bronco. Jeep’s new pink shade is much bolder and will help the Wrangler stand out against its competitors.
The Chevrolet Bolt has a few bright color choices, including their Orange Burst and Cajun Red. Other Chevrolet models are also available in those colors.
The Volkswagen Beetle is not only known for its iconic design but also colors that pop.
Stellantis, Jeep's parent company, also offers colors like Go Mango and Sinamon Stick for the 2021 Dodge Challenger.
There are reasons that loud colors aren't the norm for most automakers. Factors like resale value and universal appeal are why most automakers, and consumers, opt for neutral colors. Stocking more than a handful of specialty colors would also increase costs for automakers.
For some brands, though, appealing to consumers who want to stand out is worth the additional spending.