2027 Jeep Wrangler Laredo Returns for Just $1,995 More Than a Willys

Jeep is bringing back one of its most requested trim names on the 2027 Wrangler. The Laredo badge returns after nearly four decades away, and it lands as the ninth reveal in the brand’s Twelve 4 Twelve series, a run of special Wrangler versions Jeep has rolled out one per month this year.

The pitch is simple: pay barely more than a base off-road Wrangler and get a truck dressed head to toe in retro styling. Jeep says orders open later this month, and the Laredo costs only $1,995 more than a Wrangler Willys equipped with the Xtreme 35 Tire Package. For that money, buyers get 35-inch tires, bronze wheels, a tan soft-top, and a cabin full of Southwest-inspired trim as standard equipment, not options.

A Name Wrangler Buyers Haven’t Seen in Decades

The Laredo name first appeared in the early 1980s, near the end of the CJ era, as a step above the base off-roader with richer materials and extra comfort. When the Wrangler replaced the CJ in 1987, Laredo carried over as a defining trim level, marking the shift from a stripped-down farm and military tool to a lifestyle vehicle buyers chose for its look as much as its capability. The name nods to the American Southwest and the border city of Laredo, Texas, and Jeep leaned into that heritage for the modern version.

The 2027 truck started life as a concept at this year’s Easter Jeep Safari in Moab, where it drew a strong crowd reaction. Jeep brand CEO Bob Broderdorf said the production version stayed close to that show truck: “The Laredo name represents a pivotal moment in the Jeep brand’s evolution, and bringing it back was an opportunity to build on that legacy. With Wrangler Laredo, we set out to create something that stands apart, while staying true to what the Jeep brand does best, delivering proven, trail-rated capability our customers can count on. It blends that capability with distinctive design, premium materials and unmistakable character, creating a Wrangler that feels true to its roots while offering something entirely new.”

Jeep has used the Twelve 4 Twelve series to test how far it can push nameplates and colors buyers already know, releasing a different special-edition Wrangler roughly once a month. Laredo is different from those releases: it revives an actual historic trim rather than inventing a new one, giving the truck a built-in fan base of owners who remember the name from earlier Wranglers and CJs.

Standard Off-Road Gear and Retro Styling Outside

Every Wrangler Laredo comes with the Xtreme 35 Package built in, meaning 35-inch BFGoodrich KO2 tires on bronze beadlock-capable wheels are standard rather than an upsell. That combination adds ground clearance and off-road traction over a regular Wrangler without any extra ordering steps.

The tan soft-top makes its return too, a color option Jeep retired years back that plenty of owners kept asking to get back. Buyers who want a hardtop instead can pick a Sky One-touch power top on four-door models, or a black hardtop on either two-door or four-door versions. Outside detailing includes a Gobi-colored accent grille, Laredo-branded hood and bodyside decals, a rear “4WD” decal styled like a lasso, bronze tow hooks, and bronze-accented badging on the Jeep and Trail Rated logos. Buyers who plan to tow can add a hitch rated for up to 3,500 pounds.

Bison Brown Leather and Southwest Details Inside

Inside, the Laredo swaps the usual Wrangler cloth or basic leather for Bison Brown Nappa leather seats with heating and power adjustment on the front row. Mayan Gold stitching runs through the cabin as an accent, while the instrument panel surround, grab handle, door armrests, and center console wear a Global Black finish that contrasts against the brown leather.

The Laredo name shows up throughout the cabin too. A rear swing gate plaque carries the coordinates of Laredo, Texas, and a badge on the center console ties the truck back to its namesake city. Jeep even worked a small cowboy hat graphic into the HVAC vent prints, a detail most owners will notice only after they’ve owned the truck for a while.

Pricing and What It Means for Wrangler Shoppers

Jeep hasn’t published a flat sticker price for the Wrangler Laredo yet, but the $1,995 premium over a Willys with the Xtreme 35 Package gives shoppers a clear number to plan around. As the Willys trim already sits in the middle of the Wrangler lineup, the Laredo becomes a style-focused alternative to ordering the same off-road hardware and adding leather, badging, and paint separately through options.

Orders open later this month at Jeep dealerships, with the truck expected to reach driveways in the following months. For buyers who liked the concept at Easter Jeep Safari but assumed it would stay a one-off show truck, the message from Jeep is that the version reaching dealers looks almost exactly like the truck they saw in Moab.