"These streets were ours before those bitches from the Row showed up. And when they stepped, what did we do? They fucked up our race and we just took it. They fucked up our deliveries and we just took it. And now they've killed my uncle and who knows what the fuck they did to Donnie. Now I'm only gonna say this once! We're not gonna sit here and fuckin' take it!"
Joseph Price is the main antagonist of the Westside Rollerz arc. He is a skilled driver and commands the respect of all of his subordinates. Price is clever but his uncle, William Sharp, is the brains behind the Westside Rollerz. The only people Price shows any semblance of respect for are his uncle, William Sharp, and Donnie, the Rollerz chief mechanic.
Price dies in a fiery truck accident during a vehicular showdown on the interstate with the player shortly after the The Protagonist avenges the killing of William Sharp for the death of Lin.
Joseph Price is seen in the official Saints Row trailer wearing a purple shirt and sunglasses, indicating he was in the 3rd Street Saints, but Volition, Inc. later changed their minds[reference?] and moved him to leader of the Westside Rollerz in the final release.
At the end of Semi-Charmed Life, after the Goliath explodes, Price will jump out of the truck and start shooting, a split second before the cutscene is shown.
Joseph Price drives a unique blue Attrazione with two white stripes running down the center.