2027 Jeep Wrangler Laredo Unveiled as Texas Tribute

Dust, sun and a name that carries the Southwest with it: Jeep's newest special-edition Wrangler is the Laredo, the ninth release in its Twelve 4 Twelve series. It wears history and a clear attitude—part nostalgia, part off-road ready—packed into a package that’s meant as much for weekend drives as for headline-making trails.

A familiar name reimagined

The Laredo badge isn’t new to Jeep. It first surfaced in the 1980s as a dress-up for the then-practical CJ, a way to make a working vehicle feel a little more civilized. Now, Jeep leans into that legacy: this 2027 Laredo is built on the Wrangler Willys architecture but layered with retro cues and purposeful upgrades that nudge it toward lifestyle territory without sacrificing capability.

Underfoot you get the Xtreme 35 package as standard—35-inch BFGoodrich KO2 tires, bronze beadlock-capable wheels and a modest one-inch lift. That combo broadens the Wrangler’s stance and sends a clear signal: this is ready to go farther than your average city cruiser.

The exterior mixes nostalgia with bronze accents: a Gobi-accent grille up front, matching bronze tow hooks and Trail Rated badges, plus Laredo hood graphics and a lasso-style 4WD decal at the rear. Buyers can choose the tan soft-top as a nod to the original Laredo, or opt for the Sky One-Touch power top on four-door models and a black hardtop for two- and four-door variants.

Inside, the mood follows the outside. Earth tones dominate. Bison Brown Nappa leather seats headline an interior trimmed with Mayan Gold stitching and Global Black panels across the instrument surround, grab handle, door armrests and center console. Little touches matter here: Laredo badges pepper the cabin, a swing gate plaque shows the coordinates of Laredo, Texas, and even the HVAC panel receives a subtle cowboy-hat motif.

Performance and practicality remain intact. The standard trailer hitch allows towing up to 3,500 pounds (1,587 kg). Powertrain choices mirror the existing Willys options so there are no surprises under the hood—what changes is the personality, and the attention to detail.

On pricing: Jeep will open orders later this month. Expect the Laredo to cost €1,855 more than a Willys equipped with the Xtreme 35 package. For context, the two-door Willys starts at about €40,692 and the four-door begins around €42,441, before you pick engines, transmissions and the long list of extras Wrangler buyers love to spec.

This Laredo is more than a trim name revived for a press release. It’s a deliberate nod to a shift in Wrangler history—the moment the model crossed from purely utilitarian to something you could comfortably keep for everyday life and special nights out, while still being able to tackle serious trails when asked. Jeep’s Twelve 4 Twelve project has become a monthly exercise in identity: each drop tells a small story. The Laredo’s chapter leans hard on place, leather and bronze.

We’ll be watching the remaining releases in the series. If the Laredo is any indication, Jeep still knows how to fuse heritage with a tasteful dose of theater.