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! [...] Light 'em up, boys. We're burning Saint's Row to the ground.
Joseph Price is the main antagonist of the Westside Rollerz arc though at first it seems that his uncle is the antagonist until his death midway at the story arch. 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 Lin with the death of William Sharp.
Unlike Julius, Benjamin and Hector he is the only Gang Leader not replaced by a member of his own gang and dose not have an enforcer or a lieutenant and unlike Hector and Benjamin he gets killed at the final mission of the Westside Roller Arc.
Joseph Price's eyes are never seen due to the fact that he is always seen wearing black sunglasses even at night.