Jeep Brings Back the Wrangler Laredo After Decades Away, Aiming at the Bronco

Jeep continues its year-long birthday party with the latest entry in its Twelve 4 Twelve series, and this one digs deep into the company’s own history. The Wrangler Laredo Special Edition marks the first time in decades that the Laredo name has appeared on a Wrangler. While the trim has stuck around on other models like the Grand Cherokee, where it now means base model, it originally carried more style-oriented cachet on the CJs and the YJ Wrangler back in the 1980s and 1990s.

Now it’s back, and it’s loaded with retro cues.

Jeep previewed this edition at this year’s Easter Jeep Safari, and the production version stays true to the concept. Burgundy and gold Laredo lettering runs across the hood, with gold stripes stretching down the sides. A Gobi-painted grille surround and a tan soft top complete the old-school look.

Underneath, Jeep skipped the concept’s massive 37-inch tires but made the Xtreme 35 package standard, adding 35-inch BFGoodrich KO2 tires on bronze beadlock-capable wheels with a one-inch suspension lift. Inside, brown Nappa leather with gold contrast stitching sets the tone, and little cowboy hat designs on the HVAC controls add a playful touch.

The Laredo is based on the Willys trim with the Xtreme 35 package and costs $1,995 more than that combination. It’s available as a two-door or four-door, and it’s a 2027 model, so final pricing isn’t locked in yet. Based on 2026 figures, expect the two-door to land around $53,240 and the four-door near $55,620.

Orders open this month. Whether this throwback can help the Wrangler claw back sales from the Ford Bronco remains to be seen. These special editions are limited-run niche models, and Jeep may need a more permanent lineup change to make a real dent.