A Modern Cowboy for 2027
Jeep has officially announced the return of the Laredo trim as a special edition for the 2027 Wrangler, available in both two- and four-door models. This revival is the ninth installment in the brand's "Twelve 4 Twelve" series, a yearlong celebration
of its 85th anniversary that sees a new special-edition Wrangler released each month. First teased as a concept at the 2026 Easter Jeep Safari, the positive reaction from enthusiasts prompted Jeep to bring the Laredo back into production, staying remarkably faithful to the concept's design. The new Laredo is built on the capable Wrangler Willys platform but adds a significant layer of unique styling and premium features.
What's In a Name?
The Laredo nameplate isn't just a random pick; it's a deep cut from Jeep's history books. First appearing in the early 1980s on the CJ-5 and CJ-7, the Laredo package was all about adding a touch of class and comfort to a rugged platform. It represented a pivotal moment, helping shift the perception of Jeep from a purely utilitarian vehicle to a lifestyle brand. The trim, known for features like chrome accents and upgraded interiors, carried over to the first-generation Wrangler (YJ) and the iconic Cherokee (XJ). While the name has remained in continuous use as a base trim on the Grand Cherokee, its return to the Wrangler marks its first appearance on the flagship off-roader in decades.
Southwest Style Meets Off-Road Substance
The 2027 Laredo is heavily inspired by the American Southwest, combining earthy tones and retro graphics. A standout feature is the return of the iconic tan soft-top, a signature element of the original Laredos. The exterior is adorned with heritage-inspired decals, a Gobi-colored grille surround, and bronze accents on the tow hooks and badging. But it's not just about looks. Every Wrangler Laredo comes standard with the Xtreme 35 Package, which includes 35-inch BFGoodrich KO2 all-terrain tires on bronze beadlock-capable wheels and a one-inch suspension lift, ensuring it has the off-road credentials to back up its rugged appearance.
A Premium and Playful Interior
Inside, the Laredo boasts one of the most distinctive cabins in the Wrangler lineup. Seats are finished in rich Bison Brown Nappa leather with Mayan Gold contrast stitching, and front seats are heated and power-adjustable. This premium feel is contrasted with playful details inspired by its namesake border city. A custom badge on the center console and a plaque on the rear swing gate feature the geographic coordinates of Laredo, Texas. Designers even hid a small cowboy hat motif on the HVAC controls, a subtle nod to the vehicle's western-themed spirit.
Market Position and Price
Jeep is positioning the Wrangler Laredo as an accessible premium offering. While final 2027 pricing hasn't been set, the Laredo package will cost an additional $1,995 over a Wrangler Willys equipped with the same Xtreme 35 Tire Package. Based on 2026 figures, this would place the two-door Laredo around $53,240 and the four-door near $55,620, positioning it squarely in the middle of the Wrangler lineup. By reviving a beloved heritage trim and packaging it with desirable off-road hardware and unique styling, Jeep is making a calculated bet on the power of nostalgia to capture the hearts and wallets of a new generation of adventurers. Orders for the 2027 Wrangler Laredo are set to open later this month.
