While pickup truck prices as a whole have been on the rise, popular models like the Jeep Gladiator can be particularly expensive. The base Gladiator Sport’s MSRP of $33,545 is on the higher end of the mid-size truck segment. The range-topping Gladiator Rubicon is $10k more. And recent dealer markups can easily push stickers to the wrong side of $50,000. Fortunately, as Motor1 and CarsDirect report, Jeep will soon be announcing a solution. Bulletins have been sent to dealers about discounts on the Jeep Gladiator. However, there is a bit of fine print.

Rewarding Brand Loyalty

Brand loyalty is important to automakers. Not only does it generate positive reviews, but it provides a steady customer base. That’s why many companies have loyalty discount programs: to make it easier for people to stay in the family. Jeep has offered such discounts in the past, but this will be the first such program for the Gladiator. If you’ve been eyeing a Gladiator as your “in” to Jeep ownership, you’ll have to pay full price. Sorry.

Jeep Gladiator Discount Details

CarsDirect’s report states the program will begin this week. However, Jeep owners may not be notified immediately. The discounts will arrive by email or post, so there will be a time-delay involved. Luckily, the program won’t end until January 2, so there’s no need to rush or camp out by the mailbox.

On the financial side of things, the discount isn’t terribly large: only $1000. Considering some dealers have been adding close to $20,000 to the base price, a grand isn’t much help. However, Motor1 reported that Gladiator owners spend that much, on average, on accessories for their truck. So, if you do end up buying a new Gladiator, at least you won’t pay more to trick it out.

But there is one more caveat. While every Gladiator comes with Jeep’s official “Trail-Rated” badge, indicating its claimed off-road capability, not every model is eligible for this discount. Potential buyers will be unable to use their discount on the Gladiator Rubicon. Considering the trim’s many upgrades—Fox shocks, electronic disconnecting sway bar, among others—Jeep probably won’t offer a discount anytime soon.

However, unless you’re planning on doing some truly extreme off-roading, the rest of the Gladiator lineup should be more than up for whatever you throw at it. After all, it is based on the Jeep Wrangler, and it’s not like the Wrangler’s off-roading ability is often in question. Plus, you’d be surprised how far you can get with enough ground clearance and the right tires.

On the other hand, if you’re headed to Moab, we understand your desire to pick up the Gladiator Rubicon. Moab is awesome, and so is the Gladiator Rubicon.

As reported above, you also have until January to take advantage of this discount. So if the Jeep Gladiator’s $35,040 base price (including the destination charge) is a bit of a stretch, you do have a few months to save up for that down payment after Christmas.