Tan soft top fans wanted Jeep to revive a classic Wrangler name

When Jeep introduced the Wrangler Laredo concept at this year’s Easter Jeep Safari, it seemed like it was one of those vehicles that would spend the rest of its life being displayed in enthusiast photo galleries with the phrase, “Too bad they’ll never make it.” Apparently, someone at the Jeep was reading the comments.

The automaker has officially unveiled the 2027 Jeep Wrangler Laredo, which brings back one of the brand’s most recognizable nameplates while staying remarkably close to the concept that debuted in Moab a few months ago. Rather than simply resurrecting an old badge, Jeep has packed a healthy dose of 1980s nostalgia with modern Wrangler capability, creating what could be one of the most distinctive special editions in the current lineup.

The original Laredo trim first appeared during the final years of the CJ era before being continued in most Wrangler models, helping to transform Jeep from a purely utilitarian off-roader into something buyers could proudly drive every day. Nearly four decades later, the name returned with styling inspired by the American Southwest and its Texas namesake. It also comes at an interesting moment for the brand, coming just weeks after the Jeep Wrangler has the Ford Bronco in the rearview mirror in the latest US sales battle.

The production Wrangler Laredo Wrangler rides on the Willys platform and comes standard with Jeep’s Extreme 35 package. That means 35-inch BFGoodrich KO2 tires, a one-inch suspension lift, bronze beadlock-capable wheels, and the kind of stance that suggests sidewalls are only optional.

Perhaps the biggest crowd-pleaser is the return of Jeep’s classic tan soft top, a detail enthusiasts have been asking to see again for years. Buyers can also choose a black hardtop, while four-door models will remain available with Jeep’s Sky one-touch power roof.

The retro theme continues throughout the exterior. A goby-colored grille, bronze tow hooks, bronze Jeep and Trail Rated badges, archival-inspired hood graphics, updated bodyside decals, and even a lasso-style “4WD” decal help differentiate the Laredo from the rest of the Wrangler family without looking overdone. This feels less like an exercise in nostalgia than like someone found Jeep’s design archive, cleaned it out, and realized that many of the old ideas still look surprisingly good.

Inside, Jeep resisted the temptation to be minimalist. Instead, the cabin leans into warm earthy hues with Bison Brown Nappa leather seats, Mayan Gold contrast stitching, black trim accents and special Laredo badging. One particularly intriguing detail is a subtle cowboy hat motif hidden within the HVAC graphics. It probably won’t improve your angle of view, but it does prove that someone in the design department was having a good day.

Jeep says the production model Easter remained remarkably faithful to the Jeep Safari concept, and visually that’s largely true. The concept’s oversized 37-inch tires and taller suspension have given way to slightly more practical 35-inch rubber and a one-inch lift, but the overall character has remarkably survived the transition from show vehicle to the dealership floor. Enthusiasts rarely get to say this once the auto show begins.

Efficiency was not sacrificed in the name of style. Buyers can still order a trailer hitch up to 3,500 pounds, making the Wrangler Laredo as comfortable towing a small adventure trailer as it is crawling over rocks on the weekend. If your idea of ​​camping leans more toward relaxation than sleeping under the stars, the new Storyteller offers a very different perspective on Overland’s 2027 Grand Bohemian Luxury Adventure.

order for 2027 Jeep Wrangler Laredo to debut later this month. Pricing for Wrangler Willys equipped with the Extreme 35 tire package starts at just $1,995, making the Heritage styling surprisingly attainable considering everything Jeep includes in the package.

For once, one of the year’s coolest concept vehicles didn’t disappear into a museum, corporate warehouse or executive parking garage. It was simply placed on a license plate and went into production.