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Jeep is adding another chapter to its long list of special-edition Wranglers by bringing back one of its most iconic badges. The 2027 Wrangler Laredo reintroduces a nameplate that first made its debut during the CJ era and later appeared on the early Wrangler models. This time, the Laredo returns as a heritage-inspired edition based on the Wrangler Willys, combining nostalgic design with distinctive styling cues.

The brand initially unveiled the Wrangler Laredo as a concept at this year’s Easter Jeep Safari, and unlike many show vehicles, the production version remains very close to what enthusiasts spotted on the trails of Moab. Aesthetically, the Laredo distinguishes itself from other Wranglers through a range of retro-themed details that pay homage to the classic era.

The most striking feature is the reintroduction of the tan soft top, accompanied by a Gobi-coloured front grille, bronze beadlock-capable wheels, bronze tow hooks, and matching “Jeep” and “Trail Rated” insignias. To further enhance its 1980s-inspired appearance, the SUV features heritage-style hood and bodyside graphics, while a lasso-shaped “4WD” decal adorns the rear section.

Beneath its nostalgic exterior, the 2027 Wrangler Laredo is equipped with modern mechanicals. Each unit comes standard with Jeep’s Xtreme 35 Package, featuring 35-inch BFGoodrich KO2 tyres that enhance ground clearance and off-road performance. Customers opting for the four-door version can add a Sky One-Touch power roof, while both two- and four-door variants can be specified with a black hardtop. A trailer hitch is available as an optional extra and allows towing of up to 3,500 pounds.

Inside, the Laredo sets itself apart from the Willys with a more premium and distinctive cabin. The interior features Bison Brown Nappa leather upholstery on heated, power-adjustable front seats, accented with Mayan Gold contrast stitching. Black trim elements on the dashboard, centre console, grab handles, and door armrests create a refined two-tone effect.

Adding to its character, Jeep has included several unique design touches. A bespoke badge on the centre console celebrates the Laredo name, while a plaque mounted on the swing gate displays the geographic coordinates of Laredo, Texas. The designers have even integrated a cowboy hat motif into the HVAC control graphics as a subtle tribute to the region that inspired the Laredo badge.

According to Jeep, bookings for the 2027 Wrangler Laredo will open later this month. While official pricing has not yet been revealed, the company has stated that the Laredo will carry a premium of $1,995 over a Wrangler Willys with the Xtreme 35 Tyre Package, positioning it roughly in the mid-range of the Wrangler lineup.