by Matthew Konkle
Executive Editor
The Jeep brand and Moab, Utah, have been linked for decades.
Now, they are making it official.
The Moab City Council recently approved a two-year sponsorship agreement with FCA US LLC on Sept. 8 that gives Jeep the right to call itself the “Official 4WD of Moab.” The measure passed 4-0, with one councilman recusing himself because he owns a Jeep rental business in town.
On paper, this is a new marketing agreement between one of the automotive world’s most recognizable brands and perhaps the country's most famous four-wheel-drive destination. In practice, though, it formalizes a relationship that has been crawling across Utah slickrock for more than 60 years.
Moab’s red-rock ledges, steep climbs, and unmistakable backdrop views have long served as a proving ground for Jeep vehicles and the people who drive them. The annual Easter Jeep Safari celebrated its 60th anniversary in April, while trails such as Hell’s Revenge, Moab Rim, and Fins and Things remain bucket-list destinations for Jeep owners worldwide.
So the designation certainly feels natural.
But it does come with a price tag. And several obligations on both sides.
Under the agreement, Jeep will provide Moab with $250,000 in unrestricted sponsorship funding, split into two annual payments of $125,000. The company will also loan five vehicles to the city during the partnership, a benefit city staff valued at roughly $200,000 over the two-year term through avoided vehicle-purchase and lease costs.
Those Jeeps will not simply sit under a banner at a downtown event. They are intended for city use, potentially allowing Moab to sell several vehicles already in its fleet and return an estimated $50,000 to $75,000 to its vehicle fund.
Jeep also agreed to support at least two trail-maintenance or preservation projects during the partnership. Additionally, it will sponsor two community events each year, with the Red Rock Arts Festival expected to be one.
That trail component may be the most meaningful part of the agreement for enthusiasts.
Moab’s route system is not merely a stage for vehicle photography or proving grounds for new equipment. They are heavily used public resources that require maintenance, responsible recreation, and cooperation among land managers, local organizations, residents, and visitors. Connecting Jeep’s name to that stewardship gives the partnership something more substantial than a new slogan.
In return, Jeep receives exclusive automotive sponsorship rights at covered city events, along with event signage, display space, and promotional opportunities. The city will allow Jeep to use Moab’s name, logo, and related branding in approved marketing, while Jeep will target $10 million in media value during the agreement through advertising that features the “Official 4x4 of Moab” relationship.
Jeep will also produce two promotional videos about Moab each year, publish at least four Moab-focused social-media posts annually and promote the partnership through Jeep.com.
Moab officials emphasized during the approval process that the city will retain a role in reviewing how its name and image are used. The Jeep relationship offers money and national exposure, but it also puts the city’s identity inside a large corporate marketing effort, and the city didn’t want to lose any marketing input.
For Jeep, the value appears obvious.
Plenty of manufacturers build capable four-wheel-drive vehicles. Only Jeep can point to a six-decade connection with Easter Jeep Safari, years of Moab-inspired concept vehicles and generations of owners who have traveled west specifically to pair seven-slot grilles with red sandstone.
The brand has repeatedly used Moab to demonstrate both production vehicles and Jeep Performance Parts concepts. In 2026, Jeep also donated a purpose-built Gladiator to the Red Rock 4-Wheelers to assist with trail protection and maintenance, another sign that the relationship is moving beyond an annual product showcase.
While the agreement gives Jeep an official title, it does not change what Moab has always represented to the larger off-road community. The area’s trails remain a destination for properly equipped four-wheel-drive vehicles of many makes, and their future depends far more on responsible use and sustained stewardship than any logo placed on an event banner.
Still, there is no denying how closely the two names fit.
For decades, Jeep has used Moab to test ideas, reveal concepts, and connect with some of its most dedicated owners. Moab, in turn, has become an essential part of Jeep culture. A place where capability is measured one ledge, one careful tire placement, and one trail at a time.
Now Jeep can officially say what enthusiasts have informally understood for years. At least for the next two years.
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