The Jeep brand has been named the Official 4×4 of Moab, formalizing a two-year partnership with the Utah city that has become one of the world’s most important destinations for off-road recreation. Approved by the Moab City Council, the agreement is designed to turn the longstanding relationship between Jeep, local residents and the off-road community into direct investment in trail stewardship, community programs and responsible recreation.
The partnership begins in October 2026 and gives Jeep a formal role in supporting Moab’s outdoor infrastructure and community events. Its commitments include annual funding, event sponsorships, trail maintenance and initiatives intended to preserve access to the surrounding trails and public lands.
For Jeep, the agreement also reinforces a connection that predates the formal designation by decades. Moab’s sandstone terrain and technically demanding trails have long served as a proving ground and showcase for Jeep 4×4 vehicles, while the city’s annual Easter Jeep Safari has become one of the largest gatherings in the North American off-road community.
““Moab is more than a destination. It’s an integral part of the Jeep brand story. The trails, landscapes and community have helped define off-road adventure for generations of Jeep owners. Designating the Jeep brand as the Official 4×4 of Moab recognizes that shared history while creating opportunities to invest in the people, places and experiences that continue to inspire Jeep enthusiasts around the world,” said Branden Coté, Jeep CEO.
Easter Jeep Safari Remains Central to the Relationship
The strongest link between Jeep and Moab is the annual Easter Jeep Safari, organized by the Red Rock 4-Wheelers. The event brings thousands of off-road enthusiasts to southeastern Utah and has helped establish Moab as a focal point for Jeep owners, aftermarket manufacturers and the broader four-wheel-drive industry.
The 2027 Easter Jeep Safari will also provide a platform for a major stewardship effort. Jeep, Red Rock 4-Wheelers, the Bureau of Land Management’s Moab Field Office and Tread Lightly! will focus their official stewardship project on the Chicken Corners trail corridor.
That emphasis is significant because the partnership is not structured solely as a marketing agreement. Trail maintenance and responsible vehicle use are central components, reflecting the growing pressure placed on popular public-land recreation areas by increasing visitor numbers and off-road traffic.
Moab City Manager Michael Black said the agreement is intended to deliver tangible benefits through advertising, trail-maintenance sponsorships, city-event support and environmental stewardship.
Jeep Expands Its Stewardship Role
The Moab agreement fits into a broader Jeep strategy centered on maintaining access to off-road destinations while promoting responsible use of public lands.
During 2026, the brand has supported or participated in several major events and conservation initiatives, including Easter Jeep Safari in Moab, Jeep Beach in Daytona Beach, Toledo Jeep Fest, the Smoky Mountain Jeep Invasion and the Rebelle Rally. Jeep has also supported trail restoration and access efforts associated with California’s Rubicon Trail.
These initiatives give the company a presence across different segments of the off-road community, from large enthusiast gatherings to competitive navigation events and trail-conservation programs. Together, they reach hundreds of thousands of enthusiasts while tying Jeep’s brand identity more directly to the preservation of the environments in which its vehicles are used.
A Long-Term Relationship With Moab
The designation as Official 4×4 of Moab formalizes a relationship that has existed largely through the enthusiast community and annual events. The challenge for both Jeep and Moab will be balancing the economic and cultural value of off-road tourism with the environmental demands created by intensive recreational use.
The new agreement provides a framework for addressing that balance through direct financial support, trail care, community events and responsible recreation initiatives. Jeep will also support the Red Rock Arts Festival and Moab’s upcoming 125-year celebration, expanding the partnership beyond off-road activities.
Ultimately, the agreement positions Jeep’s Moab presence around more than vehicle promotion. By linking its brand to trail stewardship, community investment and preservation of public-land access, Jeep is attempting to strengthen the infrastructure and relationships that underpin the off-road culture it has helped build for generations.
Source: Stellantis