A Name with a History
The “Laredo” badge is a deep cut for Jeep enthusiasts. First appearing in the early 1980s on models like the CJ-5, it signified a higher-end trim with more comfort and style. While the name has been a mainstay on the Grand Cherokee for decades, often
as a base model, its return to the Wrangler marks a nod to its origins as a more premium, style-focused package. This new edition is part of Jeep’s “Twelve 4 Twelve” series celebrating the brand's 85th anniversary, which has seen a new special-edition Wrangler released each month. Inspired by the rugged spirit of the Texas border town of the same name, this Wrangler Laredo reconnects the nameplate with its adventurous roots.
The Trail Tool Foundation
Beneath the special styling, the Laredo is all business. It’s built on the Wrangler Willys platform and comes standard with the Xtreme 35 Package. This isn't just for looks; it provides serious off-road hardware. The package includes a suspension lift, bronze 17-inch beadlock-capable wheels, and massive 35-inch BFGoodrich KO2 all-terrain tires. This setup gives the Wrangler exceptional ground clearance, approach angles, and water-fording capabilities, ensuring it lives up to the “Trail Tool” half of its identity. Power comes from a 285-hp 3.6-liter V-6 engine, and the package includes performance brakes and a higher rear axle ratio to handle the larger tires. It retains all the core components that make the Wrangler a legendary 4x4, including advanced traction systems and protective steel skid plates.
Crafting a Texas Homage
So what makes it a “Texas Homage”? The tribute is woven into the vehicle’s design details, starting with a distinct desert aesthetic. The Laredo brings back the classic tan soft top, pairing it with a sand-colored “Gobi” grille and bronze accents on the tow hooks and badging. Retro-inspired graphics run along the hood and sides, with the Laredo name in a rugged font. The Southwestern theme continues inside with heated and power-adjustable front seats trimmed in rich Bison Brown Nappa leather with Mayan Gold contrast stitching. Jeep designers also added playful, cowboy-themed details, including a subtle cowboy hat motif on the HVAC controls and a plaque on the rear swing gate displaying the coordinates of Laredo, Texas.
More Than Just a Badge
Creating a regional special edition is a proven strategy in the auto industry, especially in Texas, which is the largest truck market in the country. These editions are more than just a marketing gimmick; they bundle features that are popular in the region, often offering better value than adding the options individually. For Jeep, the Texas tribute runs deeper than just this model. The brand previously released a Gladiator Texas Trail edition, available only at Texas dealerships, which featured special “1836” decals referencing the year of the Texas Declaration of Independence. These vehicles tap into a powerful sense of regional pride. The Laredo continues this tradition, acknowledging that for many owners, a vehicle is a statement of identity as much as it is a mode of transportation.
