A Name Pulled From History
For many Jeep enthusiasts, the Laredo nameplate brings back memories of the 1980s. It was a trim level that graced models like the CJ-7, Cherokee (XJ), and the first-generation Wrangler (YJ), often signifying a more stylish, upmarket package. Over the years,
the name has remained on the Grand Cherokee, but typically as a base model. Its return to the Wrangler marks a nod to its origins as a premium yet capable option, part of Jeep's "Twelve 4 Twelve" special edition series celebrating the brand's 85th anniversary. The new Laredo is inspired by the American Southwest, aiming to blend that rugged, adventurous spirit with modern performance.
More Than Just a Sticker Pack
The headline promise of "real hardware upgrades" is delivered. The 2027 Wrangler Laredo is built on the capable Willys trim but comes standard with the Xtreme 35 Package. This is a significant factory upgrade that includes a one-inch suspension lift, beefy 35-inch BFGoodrich KO2 all-terrain tires, and 17-inch bronze beadlock-capable wheels. The package ensures the Laredo has serious trail credentials right off the showroom floor, offering improved ground clearance and off-road capability that puts it a step above many other Wrangler models. The package also includes performance brakes and a higher rear axle ratio to handle the larger tires.
Southwest Style and Substance
Jeep's designers stayed remarkably true to the Laredo concept vehicle shown at the Easter Jeep Safari. The production model features a host of unique aesthetic touches, including the return of the classic tan soft top, which can be swapped for a black hardtop or a Sky One-touch power roof. The exterior is defined by a Gobi-colored grille, bronze tow hooks, and heritage-inspired Laredo hood decals and bodyside graphics. Even the rear "4WD" badge is rendered in a unique lasso-style font. This attention to detail continues inside, where the cabin receives a significant upgrade. Rich Bison Brown Nappa leather seats with Mayan Gold contrast stitching create an upscale, two-tone environment. Playful details include a custom center console badge and even a subtle cowboy hat motif on the HVAC controls.
Position in the Wrangler Family
The Wrangler Laredo cleverly slots into the lineup to create a new value proposition for buyers. It is based on the Wrangler Willys with the Xtreme 35 package, with the Laredo package adding $1,995 to that cost. While final 2027 pricing isn't set, this positions the two-door Laredo at an estimated starting price of around $53,240 and the four-door around $55,620. This places it in the middle of the Wrangler lineup, offering a compelling blend of the off-road hardware found closer to the top-tier Rubicon but with unique premium styling. It's aimed at the buyer who wants more trail-readiness than a standard Willys or Sahara but doesn't necessarily need the extreme rock-crawling features like locking differentials and a disconnecting sway bar found on the Rubicon. The Laredo will be available with the 285-hp 3.6-liter V-6 engine, paired with an eight-speed automatic transmission.
