Jeep Digs Up An 80s Nameplate For Its Latest Off-Road-Ready Wrangler

Jeep isn't done raiding its own history books. As part of the ongoing Twelve 4 Twelve rollout, the brand has resurrected the Laredo name on the Wrangler lineup, a trim that hasn't graced a Jeep in decades. Rather than a simple styling refresh, this one leans hard into a Southwestern desert aesthetic while packing genuine off-road capability underneath.

The new Wrangler Laredo builds off the Willys trim equipped with the Xtreme 35 Package, meaning it arrives ready to tackle rough terrain right out of the gate. That includes a 1-inch factory lift, bronze-finished 17-inch beadlock-capable wheels, and 35-inch BFGoodrich KO2 tires wrapped around them. It's a serious jump in stance and grip compared to a standard Wrangler, and it comes without buyers needing to hunt down aftermarket parts.

Visually, the Laredo doesn't hold back on its border-town theme. A Gobi grille sets the tone up front, while hood decals and brown bodyside graphics carry the desert motif down the flanks. Bronze tow hooks and a lasso-styled "4WD" badge on the tailgate round out the exterior details, giving the whole package a distinct identity that separates it from other Wrangler trims on the lot.

Perhaps the most nostalgic touch is the return of the tan soft top, a fabric option that hasn't been offered in years and instantly recalls the original Laredo era. Buyers who prefer something sturdier can still opt for a black hardtop or the power-operated Sky One-touch roof, so the classic canvas look remains a choice rather than a mandate.

Step inside and the desert theme continues with a surprising dose of luxury. Bison Brown Nappa leather covers the heated, power-adjustable front seats, accented by Mayan Gold stitching and Global Black trim pieces. A unique center console badge and, oddly charming, a subtle cowboy hat graphic worked into the HVAC control prints tie the whole cabin together.

Pricing lands the Laredo about $1,995 above a comparably equipped Willys with the Xtreme 35 Package. Based on Jeep's current 2026 configurator, that base package starts at $49,250 before the $1,995 destination charge, which puts the two-door Laredo around $53,240 and the four-door version closer to $55,620. It's worth flagging that the Xtreme 35 Package only comes paired with the eight-speed automatic, so anyone hoping to row their own gears will need to look elsewhere in the lineup.

Orders for the new special edition are set to open later this month, giving Wrangler fans who love the brand's retro throwbacks a fresh reason to configure a build. Between the added lift, aggressive rubber, and the return of that tan soft top, the Laredo name feels like it's earning its comeback rather than just riding on nostalgia alone.