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In a move to re-introduce one of its best known nameplates, Jeep has put the 2027 Wrangler Laredo on display. The automaker is making the trim part of its Twelve 4 Twelve year-long special edition series in what is sure to be a hit with fans. The Laredo was first popular in the 1980s and did much to change the Wrangler’s image from a no-nonsense utility vehicle to a lifestyle icon; now it is back.
The new model is meant to be a distinctive offering for the buyer. By mixing the off-road mettle of the Wrangler Willys with some heritage styling, the Laredo honors Jeep’s history.
“With the Wrangler Laredo we wanted to put something on the market that is true to what the brand does best but still stands apart,” said Bob Broderdorf, CEO of Jeep. “The Laredo name marks an important chapter in our evolution and this was a chance to build on that legacy and give our customers the kind of proven, Trail Rated capability they can rely on.”
If you were at the Easter Jeep Safari earlier this year, you will recognize the production version. It is not far removed from the concept shown there that made such an impression on enthusiasts.
There is a long pedigree to the Laredo. The name came into being in the early 80s with the last of the CJ series before moving to the Wrangler in 1987. Back then it was a departure from the purely utilitarian Jeeps of old, offering better comfort and style without sacrificing what made the brand legendary. For 2027, Jeep is following that same line of thinking with a design that has been influenced by the American Southwest.
You will notice the tan soft top, a classic feature that has been absent for some time. Four-door models have the option of a Sky One-touch power top or the more conventional black hardtop.
Exterior details are where the character shows: a Gobi-colored grille, bronze tow hooks and badges, and a hood with a nod to the past. There are also bronze beadlock-capable wheels shod in 35-inch BFGoodrich KO2 all-terrain tires. Even the rear has a lasso motif on the 4WD decal as a subtle Western flourish.
Underneath, the standard Xtreme 35 Package means extra ground clearance and the ability to handle rough trails. An optional trailer hitch will let the Wrangler pull 3,500 pounds if needed.
Jeep has made a point of differentiating the Laredo cabin from the rest of the lineup. Up front, occupants are in Bison Brown Nappa leather with power and heat, accented by Mayan Gold contrast stitching. The Global Black on the dash and door panels provides a nice counterpoint.
The designers have left their mark with exclusive badging and a plaque on the center console bearing the coordinates of Laredo, Texas. There is even a cowboy hat graphic worked into the HVAC controls for good measure.
Jeep will start taking orders for the 2027 model later this month. The Laredo is not being sold as a separate trim but rather as a package that adds $1,995 over a Wrangler Willys with the Xtreme 35 Tire Package.
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