The colors suck

[seasearyder]

So Gina, I noticed you went from Bright White & Light Khaki to Tuscadero, then Mojito. Woah!, that was quite a jump. What happened?....did you have LASIK surgery on your eyes and wanted to celebrate (or) did you get a sudden burst of self confidence and wanted to strut your stuff?

Do you ever feel like some ex-smokers do and worry that you might revert back to your old ways and buy those boring (uh, sorry) colors again?

Sponsored

 

[GinaC]

So Gina, I noticed you went from Bright White & Light Khaki to Tuscadero, then Mojito. Woah!, that was quite a jump. What happened?....did you have LASIK surgery on your eyes and wanted to celebrate (or) did you get a sudden burst of self confidence and wanted to strut your stuff?

Do you ever feel like some ex-smokers do and worry that you might revert back to your old ways and buy those boring (uh, sorry) colors again?

The truth is that I had to buy the white Jeep used and the khaki Jeep off the lot. It was November 2006 and that was the last TJ they had. I had it painted 1948 Willys Michigan Yellow in 2015, and the below photo was taken in 2021. (And there, I changed my sig for you!)

I've always loved bright colors and my favorite color is blue-green. In my current house, my sofa is teal and my refrigerator is turquoise! If Bikini had been available, that's what I would've gotten. Tuscadero was a bit of a departure for me, but my bedroom has always been pink since I was a little girl.

 

[Reflektr]

If they added Steel Blue to the Wrangler lineup, I would probably be all over it…

 

[seasearyder]

The truth is that I had to buy the white Jeep used and the khaki Jeep off the lot. It was November 2006 and that was the last TJ they had. I had it painted 1948 Willys Michigan Yellow in 2015, and the below photo was taken in 2021. (And there, I changed my sig for you!)

I've always loved bright colors and my favorite color is blue-green. In my current house, my sofa is teal and my refrigerator is turquoise! If Bikini had been available, that's what I would've gotten. Tuscadero was a bit of a departure for me, but my bedroom has always been pink since I was a little girl.

Well, okay, now I don’t have to worry about you anymore! Yellow & Gray look good together. And good for you with your house colors. Bright colors beautify America and make things less boring. I live in San Antonio and the first time I passed a cemetery I was amazed at how colorful it was. The Hispanics really know how to “cheer up" a place and if there’s anything that needs it, it’s a graveyard!

Gotta agree with Bikini - it’s THE best looking blue on any vehicle that I’ve ever seen. But, I’m kinda glad that it wasn’t available for 2026. My head would have been on the verge of exploding if I had to choose between Bikini and Goldilocks. Ahh, but Goldilocks would have won because I’ve been wanting a metallic orange vehicle since 2001 and with Goldi I get 2 additional hues - yellow & gold in the right lighting.

Blue-Green, huh? Yes, definitely a very nice color. I have a blue-green Jaguar in my 1:18 scale diecast car collection and I bought it just for that color. Okay, now suppose Jeep mixed Bikini with Mojito....could you stand it!?! That would be one hellofa color called “Bikjito”? or Mokini?.....mmmm, I don’t know, too hard to pronounce. How ‘bout just “Emerald Sapphire” or “Aquamarine Green”....or, just let Jeep name it.

And one final thought in reference to your “built for me!” comment. Last night at 11:01 pm I received an e-mail from Jeep Brand that Goldi has just made it to the factory assembly line and is starting to be built. In my child’s mind, that’s pretty exciting, thinking as you did, that the color and all of the options I chose will be assembled just for me!

 

[GinaC]

And one final thought in reference to your “built for me!” comment. Last night at 11:01 pm I received an e-mail from Jeep Brand that Goldi has just made it to the factory assembly line and is starting to be built. In my child’s mind, that’s pretty exciting, thinking as you did, that the color and all of the options I chose will be assembled just for me!

Congrats! It's so awesome to have a window sticker with "This vehicle was especially built for (your name)" at the top! The window sticker you'll be able to download won't have it, but the paper one will.

 

[seasearyder]

Congrats! It's so awesome to have a window sticker with "This vehicle was especially built for (your name)" at the top! The window sticker you'll be able to download won't have it, but the paper one will.

I didn't know that. I'll be looking forward to seeing it. Thanks.

 

[Zandcwhite]

$50k+ vehicle that you can have wrapped in the wildest colors you could dream up for $3k. Buy whatever color they aren't marking up as the base color and put the $500 you save towards the wrap... and you have a 1 of 1 for $2500.

 

[Scout]

I'm one that would definitely wait until a color I wanted was available. I really like the bold colors, and if I'm going to pay this much for a vehicle it's absolutely going to have to be a color that makes me happy every time I see it or drive it. I traded a 2018 Firecracker Red JLUR for this Mojito one and I love it.

 

[seasearyder]

Well Scout, you have your head in exactly the right frame of mind. You sound a lot like me. You have one mighty fine looking Rubi and you truly understand the importance of color by your statement: ""if I'm going to pay this much for a vehicle it's absolutely going to have to be a color that makes me happy every time I see it"". BINGO!!, that's where color lovers have an edge over those who are not. It's just one more feature of your vehicle you can enjoy that others can't with theirs. Liking your bumpers, top, rims, tires, winch, lights is all GREAT!, but your exterior color covers way more square feet than all of those other features put together, so why not make sure you really enjoy the color too.

You said: ""I'm one that would definitely wait until a color I wanted was available."" I did something similar to that but maybe just a little more radical. I was 80% sure I was going to buy a Bronco at the first of this year because I had a 1987 full-sized one right before I bought my '08 JK and just thought a change would be nice after 18 years owning a Jeep. I even saw that I could get a Bronco painted metallic orange, a color I've wanted since 2001 when Ford introduced the Explorer Sport Trac in that color. So, I started building my Bronco and went to a dealership to got hooked up with a salesman. But, I thought maybe I'd better look at this orange color in the flesh to make sure it was everything I was imagining.

The official Ford name for their orange was: "Orange Fury Metallic". It was a brand new color for the Broncos, but some Mustangs had been painted this in the past. There were no Broncos to be found with this color so I tracked down a Mustang way across town (San Antonio). When I got to the dealership I saw an orange Mustang on the showroom floor and as I was walking toward it I said to myself, I sure hope this Mustang is painted a different orange because it is definitely NOT metallic orange. To my huge disappointment, I looked at the window sticker and it said "Orange Fury Metallic"!! I pretty much froze in disbelief. So I said to the closest salesman: "this is not a metallic paint - what's the deal"? He said yes it is - let me show you. So he pulls out a flashlight, turns it on and puts it literally 2" above the paint on the hood and ask me to get my eyes real close and to tell him what I saw. Well sumbitch, I saw just a small smattering of minute sparkles in the paint, then I lifted my head up only 1 foot and they all disappeared like magic!

I remained pissed at Ford for calling their orange 'metallic' when it really wasn't and for disappointing me so badly. But, in the next week or so, I got an e-mail from Jeep announcing the Willys 392 in a goldish, orangy, yellowish color called "Goldilocks". I thought it was fantastic looking (on screen) and came to find out that this exact color was released in 2014 under a different name called "Amp't". I had admired it back then on 2 Jeeps but only in traffic, never up close. And being burned by Ford, I had to delay ordering my Willys by about 2 months until I could see the color up close and in person. All's well that ends well, and Golidlocks was everything (and more) that I thought it was.

So to make a long story short (ooops, way too late for that), I actually jumped ship to another manufacturer just so I could get a metallic color that I really wanted. It'll be in my driveway in 3 weeks!

Oh, almost forgot, here's my "Rescue Green" 2008 JK Sahara when it was only 2 months old.

 

[UnlikelyJeepLady]

Totally agree about the color line up. I've been waiting since Feb 7 (yes, without a car--stubborn, also yes :D ) when my son totaled my Earl Rubi X on the way home from work (not a scratch on him thank goodness). Pic below is the salvage auction pic. I was really hoping to get another Earl when they teased late availability, but it just doesn't seem like it will be happening. Don't really like any of the other colors right now and the '27 line up colors are very stripped down so I'm not sure what I'm going to do yet. I don't know how much longer I can wait around with no vehicle.

 

[WXman]

I'm one that would definitely wait until a color I wanted was available. I really like the bold colors, and if I'm going to pay this much for a vehicle it's absolutely going to have to be a color that makes me happy every time I see it or drive it. I traded a 2018 Firecracker Red JLUR for this Mojito one and I love it.

I agree 100%

 

[rickinAZ]

The OP started this thread with a prediction that Jeep would sell "twice" as many units if they had better colors. While it would be awesome if better colors doubled Jeep's sales like the OP suggests, the selection process is probably a lot more methodical than we think. It’s not just a dartboard session in Toledo; it’s a mix of market research and strict manufacturing logistics. Specifically, the "switching costs" of changing paint on the assembly line are a massive factor. If a niche color like Barbie's Dream House pink doesn't have the order volume to sustain an efficient production run, those switching costs become the kiss of death for that option. I say this as a fan of vibrant Jeeps—my current '41 is actually the most mainstream color I've ever owned.

 

[Heimkehr]

If a niche color like Barbie's Dream House pink doesn't have the order volume to sustain an efficient production run, those switching costs become the kiss of death for that option.

Something that also needs to be reconciled is the example of when a legacy, attractive color like Ocean Blue is withdrawn from the palette in order to make space for the uber-nichey "Tuscadero". The latter color has long since come and gone, without the concurrent and permanent return of something classy like a rich navy blue.

At least bright purple and several shades of gray remain available.

 

[roaniecowpony]

I just bought a new JL and I looked at all the colors, including the blue and purple. I had one red pickup and hated it. My pickups have otherwise been all white, which I am perfectly happy with in the southwest weather. A fleeting half thought about the purple was quashed by the wife. So, white it is.

 

[azjl#3]

I don't think buyers are that hung up on color.

I think 57% of all wranglers are the color white, they can sell those to anyone, like me, twice.

Colors? I want the valvetrain to last more than 60,000 miles.

Sponsored