There are cowboy hat graphics on the HVAC vents. A lasso-style “4WD” decal wraps the rear. A plaque inside the swing gate displays a map referencing Laredo, Texas. Jeep committed to this bit completely, and the result is the 2027 Wrangler Laredo — the ninth drop in the brand’s yearlong Twelve 4 Twelve series marking its 85th anniversary. The Cherokee Trailhawk is another recent nameplate revival in this busy period for the brand. The Laredo nameplate hasn’t appeared on a Wrangler since the first-generation model. It came back with a whole ranch attached.
A Name With History, a Truck With Attitude
When the Laredo badge last graced a Wrangler, the trim represented genuine upscale ambition — and this revival makes sure you know it.
The nameplate first appeared on early-1980s CJ models as an upscale trail trim, then continued into the first-generation Wrangler before disappearing for decades. Now the exterior does the heavy lifting on its return. Bold Laredo graphics trace the hood contours and run along fenders and side panels. Bronze accents hit the tow hooks, badging, and 17-inch wheels.
A sand-colored Gobi accent grille and earth-tone paint choices push the Southwestern desert palette hard. The tan soft top returns as a signature heritage style cue — a detail that reads immediately to anyone who remembers what a Wrangler looked like before the aftermarket got involved.
Inside, Bison Brown Nappa leather seats with Mayan Gold stitching anchor a cabin that takes the Western theme seriously, right down to exclusive Laredo badging and that swing-gate plaque. Jeep’s official product materials describe the trim as channeling a straight-shooting spirit — brand language, but not inaccurate.
What you’re actually buying, mechanically:
- Wrangler Willys base with Xtreme 35 Package standard: 35-inch BFGoodrich KO2 tires, bronze 17-inch wheels, approximately 1-inch suspension lift, performance brakes, extended wheel flares
- 285-hp 3.6-liter V-6 — the same engine Wrangler has run for years
- Two-door and four-door configurations; Sky One-Touch powertop available on four-door only
- Priced $1,995 above a Willys with Xtreme 35; MotorTrend and Carscoops report U.S. MSRPs starting around $53,240 for the two-door
Jeep Has Three More of These Coming
The Laredo is the most geographically specific Twelve 4 Twelve entry yet — and the pattern suggests the remaining drops will get equally theatrical.
Each Twelve 4 Twelve release has been anchored in something concrete. When the 85th Anniversary Edition arrived, it leaned on plaid interiors and commemorative bronze trim. Sarge drew on WWII Willys MB visual cues. The Laredo goes further, tying its entire identity to a real place on the map — Laredo, Texas — rather than a purely abstract trim concept.
If you’re tracking the series, three more reveals remain — and Stellantis’s broader lineup moves, including the Scrambler revival, suggest the brand has plenty more to announce. Orders for the Laredo open later this month. It’s a Willys with the Xtreme 35 package and $1,995 in considered Western cosplay — and that’s a perfectly honest reason to want one.
