A Storied Name from the Past
For Jeep enthusiasts, the Laredo name carries a certain weight. It first appeared in the early 1980s as a premium trim package on the legendary CJ-5 and CJ-7 models. This was a pivotal time for Jeep, as it began to pivot from purely utilitarian vehicles
to lifestyle icons that balanced rugged capability with more comfort and style. The Laredo package, often featuring chrome accents and upgraded interiors, became synonymous with this evolution. The nameplate carried over to the first-generation Wrangler (YJ) but has been absent from the Wrangler lineup for decades, though it has remained as a familiar trim on the Grand Cherokee. Its return to the Wrangler is a deliberate and nostalgic move, inspired by the rugged spirit of its Texas border town namesake.
Celebrating 85 Years of Adventure
The return of the Laredo is a cornerstone of Jeep's year-long 85th-anniversary festivities. The company, which traces its roots back to the original Willys-Overland 'General Purpose Vehicle' contract signed in July 1941, is marking the occasion with a unique “Twelve 4 Twelve” campaign. This initiative involves launching a new special-edition Wrangler on the 12th of each month throughout 2026. The new 2027 Wrangler Laredo is the ninth installment in this series, joining a lineup of other commemorative models designed to celebrate the brand's legacy of freedom and adventure. The celebration extends beyond the Wrangler, with 85th Anniversary editions being offered across other popular models like the Gladiator and Grand Cherokee.
What's in the New Laredo Package?
The 2027 Wrangler Laredo is more than just a badge; it's a comprehensive appearance and capability package that transforms the vehicle. Built on the Wrangler Willys foundation, it comes standard with the Xtreme 35 package, which includes 35-inch tires on bronze beadlock-capable wheels and a suspension lift for serious trail-rated performance. The exterior is a tribute to its heritage, featuring a highly coveted tan soft top, retro-inspired hood and bodyside graphics, a sand-colored 'Gobi' accent grille, and bronze tow hooks. Inside, the cowboy-themed aesthetic continues with premium Bison Brown Nappa leather seats, Mayan Gold accent stitching, and playful details like tiny cowboy hats on the air vent covers. Exclusive Laredo badging, including a plaque on the rear swing gate with a map of Laredo, Texas, rounds out the distinctive design.
A Strategic Play on Heritage
The revival of the Laredo trim on the Wrangler is a calculated business decision. It arrives as the sales race between the Jeep Wrangler and its primary competitor, the Ford Bronco, remains exceptionally tight. By leveraging a beloved, historical nameplate, Jeep is tapping into a powerful sense of nostalgia while creating a fresh product for the market. The Laredo package will be available on both two- and four-door Wrangler models as a $1,995 option on top of the Willys with the Xtreme 35 package, with orders opening in late July 2026. This positions the Laredo not as a base model, but as a special edition that offers a unique blend of style, history, and off-road prowess, directly appealing to the brand's loyal fanbase and new buyers looking for something that stands out.
