by Quadratec
Long before Rubicon became the badge most closely associated with a highly equipped Wrangler, Laredo occupied a different but equally important place in Jeep history. The name represented a Jeep that could still leave the pavement but did not need to look or feel purely utilitarian while doing it.
Now, nearly four decades after Laredo last appeared on a Wrangler, Jeep has brought the name back for 2027 as the ninth release in its yearlong “Twelve 4 Twelve” program.
The new Wrangler Laredo draws from the American Southwest with a tan soft top, bronze accents, earth-tone graphics, and a richly trimmed brown interior. Underneath it all sits a Wrangler Willys equipped with the Xtreme 35 Package, which means this revival carries far more trail equipment than its premium appearance might suggest.
This is not a literal recreation of a CJ-7 Laredo. Chrome has given way to bronze, leather has become Nappa leather, and the original CJ proportions have been replaced by the larger, safer, and more sophisticated JL platform. The underlying idea, however, remains recognizable.
The 2027 Wrangler Laredo combines traditional Jeep capability with enough visual character and comfort to make the vehicle feel special before its tires ever touch dirt.
Laredo Helped Jeep Move Beyond Pure Utility
Jeep introduced the Laredo package during the final years of the CJ era. It appeared on the CJ-5 beginning in 1980 and joined the CJ-7 lineup for 1982, remaining available through the end of CJ production in 1986.
The package stood out for its bright exterior trim and more upscale presentation. Typical equipment included a chrome grille, bumpers, wheels, hood emblem, and additional trim. Inside, Laredo models offered the comfort and detail that set them apart from Jeeps built primarily for utility.
By the early 1980s, Jeep ownership was becoming as much about recreation and personal identity as work. Buyers still wanted four-wheel-drive capability, but a growing number also wanted better materials and a vehicle that looked finished rather than merely functional.
When the Wrangler YJ replaced the CJ in 1987, Laredo also made the transition as one of the new model’s trim levels. The name became part of Jeep’s move from the traditional CJ formula toward the more civilized vehicle that would eventually develop into the modern Wrangler.
Beyond Wrangler, Laredo later appeared across other Jeep lines, most notably the Grand Cherokee, but its return to the open-air Wrangler family restores the name to the kind of vehicle that first established its reputation.
A Moab Concept Makes The Jump To Production
Jeep somewhat previewed this latest Twelve 4 Twelve version with a Wrangler Laredo concept at the 2026 Easter Jeep Safari in Moab, Utah, back in April.
That vehicle took a deliberately analog approach, combining a Willys foundation with retro graphics, half doors, a manually operated roof treatment, and an interior influenced by traditional saddle blankets. The concept felt less luxury-oriented and more like a designer’s interpretation of a well-used Southwestern trail Jeep.
The production Laredo doesn't carry over every experimental feature, but Jeep made sure to keep some of that concept’s personality.
The tan roof treatment remains. So do the warm graphics, Western references, and emphasis on rich earth tones. Bronze replaces the concept’s brighter wheel treatment, while the interior moves from show-vehicle materials to a combination Jeep can realistically build and sell.
All this makes the production Laredo one of the clearer examples of Jeep using Easter Safari as more than a design exercise, and is something the brand has reiterated year after year.
A Tan Soft Top Leads The Exterior Theme
The returning tan soft top may be the Laredo’s most effective design element because it changes the Wrangler's entire character without relying on an oversized badge.
Black hard and soft tops have become the default across much of the Wrangler lineup, so this tan fabric immediately gives the Laredo a warmer, older visual identity, and works naturally with its Southwestern theme.
Four-door buyers can opt for the Sky One-Touch power top, while Jeep also offers a black hardtop for both two-door and four-door models. Those alternatives do add some convenience, but the tan soft top is the configuration that most clearly communicates what this edition is all about.
Jeep pairs the top with a Gobi-colored grille, bronze tow hooks and bronze-accented Jeep and Trail Rated badges. The 17-inch beadlock-capable wheels also receive bronze center sections, creating a coordinated look that recalls the bright trim of the original Laredo without attempting to reproduce its chrome-heavy finish.
The vehicle’s graphics carry the theme farther, as Laredo decals span the hood, sharper bodyside striping reinterprets archival designs, and a lasso-shaped “4WD” graphic appears at the rear.
Available colors for this special edition include ’41, Black, Bright White, Hydro Blue, Joose, Earl, Firecracker Red and Granite Crystal. The graphics and tan top will naturally work better with some colors than others, but the range gives buyers room to decide how strongly they want to lean into the heritage treatment.
The Cabin Mixes Willys Capability With Sahara Comfort
The Laredo’s exterior starts with the Wrangler Willys platform, but its cabin reaches toward the more refined side of the lineup.
Bison Brown Nappa leather covers the seats, while Mayan Gold stitching supplies contrast. The front seats are heated and power adjustable, immediately separating this special edition from a purely basic trail package.
Global Black covers the instrument-panel surround, grab handle, door armrests and center console. That darker material prevents the brown interior from becoming visually overwhelming and preserves some of the straightforward character expected inside a Wrangler.
Designers also placed several model-specific details throughout the cabin, such as a plaque on the rear swing gate that includes the coordinates of Laredo, Texas. The center console receives an exclusive badge, and small cowboy-hat graphics are hidden within the HVAC control markings.
The result is one of the more distinctive interiors offered in the current Wrangler. It also stays true to the original purpose of the Laredo name: capability doesn't have to exclude comfort or a stronger sense of finish.
Xtreme 35 Hardware Gives The Laredo Real Trail Credibility
Jeep could have stopped with everything above, and treated Laredo as simply an appearance edition. Instead, every 2027 Wrangler Laredo comes standard with the Xtreme 35 Package.
That upgrade adds 35-inch BFGoodrich KO2 all-terrain tires, 17-inch beadlock-capable wheels, and a one-inch factory suspension lift. The larger tires add ground clearance and give the Laredo a more purposeful stance than a heritage edition built around cosmetic changes alone.
Jeep will offer the special edition Laredo in both two-door and four-door configurations, with pricing set for $1,995 over a Wrangler Willys with the Xtreme 35 Tire Package.
