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One of them, a 2023 Gladiator Sport, somehow had an MSRP of $52,505. But you wouldn’t pay that. With a Jeep discount of $5,251 plus a huge dealer discount of $12,283, the price for this Gladiator came down to just $34,971, $17,534 off MSRP. (in California)

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still not compelling IMHO
but maybe the trend will continue.

I wonder what rental companies pay in fleet sales?