The Jeep brand has officially revived one of its most recognizable nameplates with the introduction of the 2027 Jeep Wrangler Laredo, blending heritage-inspired design with the proven off-road capability of the Wrangler Willys. Announced as the ninth entry in Jeep’s limited Twelve 4 Twelve Wrangler series, the new model reimagines a trim that played a defining role in the brand’s evolution during the 1980s while introducing premium materials and contemporary styling for today’s enthusiasts.
Originally revealed as a concept during the 2026 Easter Jeep Safari, the Wrangler Laredo generated strong interest among Jeep fans for its nostalgic appearance and distinctive character. Jeep says the production model remains remarkably faithful to the original concept, preserving the styling cues that resonated with enthusiasts while integrating them into a fully production-ready package.
A Heritage Name Returns
The Laredo badge first appeared during the final years of the CJ era, representing a more refined interpretation of the Jeep experience by combining rugged capability with upgraded comfort and premium styling. When the Wrangler replaced the CJ in 1987, the Laredo trim continued that philosophy, helping transform Jeep from a utilitarian off-road manufacturer into a broader lifestyle brand.
According to Jeep Brand CEO Bob Broderdorf, reviving the Laredo name presented an opportunity to celebrate that legacy while delivering a Wrangler that remains authentic to the brand’s Trail Rated identity. Built on the Wrangler Willys platform, the new Laredo balances heritage-inspired aesthetics with modern equipment and off-road performance.
Southwest-Inspired Exterior Design
Drawing inspiration from the landscapes of the American Southwest and its namesake city of Laredo, Texas, the 2027 Wrangler Laredo introduces several exclusive design elements that distinguish it from other Wrangler variants.
Among its most recognizable features is the return of Jeep’s classic tan soft-top, a long-requested styling cue that complements the vehicle’s warm earth-tone color palette. The model also receives a unique Gobi-accent grille, heritage-inspired hood and bodyside graphics, bronze beadlock-capable wheels wrapped in 35-inch BFGoodrich KO2 all-terrain tires, bronze tow hooks, and matching Jeep and Trail Rated badging. A lasso-themed “4WD” decal at the rear further reinforces its Western-inspired identity.
The Wrangler Laredo comes standard with Jeep’s Xtreme 35 Package, which adds a one-inch suspension lift, enhanced ground clearance, and increased off-road capability. Buyers can also equip an available trailer hitch with a towing capacity of up to 3,500 pounds.
Premium Cabin Blends Luxury and Heritage
Inside, Jeep has given the Wrangler Laredo one of the most distinctive interiors ever offered on the model. The cabin is dominated by Bison Brown Nappa leather upholstery with heated, power-adjustable front seats, complemented by Mayan Gold contrast stitching throughout the dashboard, center console, door panels, and grab handles.
Exclusive Laredo badging appears throughout the interior, including a center console emblem and a rear swing-gate plaque engraved with the geographic coordinates of Laredo, Texas. Jeep designers also incorporated subtle cowboy hat graphics into the HVAC controls, adding a playful tribute to the region that inspired the vehicle.
Availability and Pricing
The 2027 Jeep Wrangler Laredo will be offered in both two-door and four-door body styles. Customers can choose between the heritage-inspired tan soft-top, a Sky One-Touch power roof on four-door models, or a traditional black hardtop.
Jeep says order books will open later this month. Pricing starts at $1,995 above a Wrangler Willys equipped with the Xtreme 35 Tire Package, positioning the Laredo as a premium heritage edition that combines iconic styling, upscale interior appointments, and Jeep’s renowned off-road capability.
With its blend of nostalgic design, modern technology, and factory-backed Trail Rated performance, the return of the Wrangler Laredo marks one of Jeep’s most significant heritage revivals in recent years, offering enthusiasts a distinctive model that pays homage to the past while embracing the demands of today’s adventure-focused drivers.
Source: Stellantis