A Modern Cowboy Rides In
Jeep has officially announced the return of the Laredo trim as a special edition for the 2027 Wrangler. This isn't just a simple badge swap; it's a comprehensive appearance and equipment package designed to evoke the spirit of the American Southwest.
The new Laredo is built upon the capable Wrangler Willys platform and requires the Xtreme 35 package. This foundation provides serious off-road credibility with 35-inch BFGoodrich KO2 tires, a 1-inch suspension lift, and performance brakes. The package is available on both two-door and four-door models, powered by the standard 285-horsepower 3.6-liter V-6 engine. The Laredo package itself is a $1,995 add-on, bringing the estimated starting price to around $48,000, with orders opening later this month. It's the ninth installment in Jeep's "Twelve 4 Twelve" series, a yearlong campaign celebrating the brand's 85th anniversary by releasing monthly special editions.
The Original Laredo Legacy
To understand the new model, you have to look back to the early 1980s. The Laredo trim first appeared on the Jeep CJ-5 and CJ-7, representing a move toward a more premium, stylish off-roader. At the time, it was the top-tier package, offering features like high-back bucket seats, a leather-wrapped steering wheel, and extensive chrome on the grille, bumpers, and wheels. Paired with distinctive hood lettering and bold side stripes, the Laredo stood out as a more refined option compared to the utilitarian Jeeps of the era. It signaled a shift for the brand, proving that a rugged 4x4 could also be comfortable and visually striking, a concept that helped transition Jeep from a pure workhorse to a lifestyle icon. The nameplate carried over to the first-generation Wrangler (YJ) before disappearing from the model line for nearly four decades.
Nostalgia Meets New-School Cool
The 2027 Wrangler Laredo is a deliberate mix of old and new. The most noticeable tribute is the return of the iconic tan soft-top, a fan-favorite feature from the past. This is paired with a Gobi-colored grille surround and bronze accents on the tow hooks and badging. Large, retro-inspired graphics feature prominently on the hood and body sides, directly referencing the classic Laredo models. Even the "4WD" logo on the rear is written in a playful, lasso-style font. Inside, the western theme is even more pronounced. The cabin features luxurious Bison Brown Nappa leather seats with Mayan Gold contrast stitching. Designers also included whimsical details like a subtle cowboy hat motif on the HVAC vent controls and a custom plaque on the rear swing gate displaying a map of Laredo, Texas. It's a design that stays remarkably faithful to the concept vehicle shown at the Easter Jeep Safari, proving the brand listened to enthusiast feedback.
More Than Just an Appearance Package
While the aesthetic is the main draw, the Laredo package is rooted in real capability. By making the Xtreme 35 package a mandatory part of the build, Jeep ensures the Laredo is not just for show. The package includes 17-inch bronze beadlock-capable wheels, which are crucial for serious off-roading as they allow drivers to run very low tire pressures for maximum traction without the risk of the tire coming off the rim. The included 1-inch suspension lift provides better ground clearance and approach angles on the trail. While the powertrain remains the standard V-6, the package's hardware upgrades mean this heritage edition is just as ready for the trails as any other Wrangler Willys. Customers can also opt for a black hardtop or, on four-door models, the Sky One-touch power roof if the tan soft-top doesn't fit their style.
