Selling the AdventureJeep has built much of its reputation on off-road capability, with models like the Wrangler competing directly with the Ford Bronco. But even a capable product needs strong marketing to stay visible in a competitive market and ultimately drive sales. Jeep's latest venture appears to be doing exactly that.The automaker recently announced a two-year partnership with Moab, Utah, becoming the "Official 4×4 of Moab." The deal gives the company a license to use Moab's branding and exclusivity over automotive sponsorships at covered events, which may be crucial since Moab is one of the country's best-known off-road destinations. In exchange, the city receives funding, a fleet of vehicles, and media support worth millions.JeepPay to PlayAccording to Moab Sun News, Jeep is paying Moab $125,000 per year, or $250,000 over the two-year deal. The city also gets the use of five Jeep vehicles under a separate vehicle-use agreement, though the exact models weren't disclosed. As for the media support, the automaker is targeting $10 million in media value over the two years. One city council member said the arrangement should help showcase the "soul of Moab" rather than simply sell it.With this partnership in place, expect Jeep to have a strong presence at local events, including the Easter Jeep Safari, which has been around for six decades. It will also promote trail stewardship and educate off-roaders on responsible recreation. The stewardship push comes as off-roading faces increased scrutiny elsewhere, including California's Mojave Desert, where routes through critical habitat were recently closed to recreational off-highway vehicles.Outside Moab, Jeep also supports off-road events and trail-access initiatives to sustain the off-road experience. For this year, these include Jeep Beach in Daytona Beach, Florida; Toledo Jeep Fest in Toledo, Ohio; Smoky Mountain Jeep Invasion in Pigeon Forge, Tennessee; the Rebelle Rally; and trail restoration and access initiatives supporting California's Rubicon Trail.JeepThe Moab ConnectionEven before this collaboration was announced, Jeep had already been using Moab's name in its model lineup, including the Wrangler Moab 392. It was the first of 12 limited-edition Wranglers in a year-long rollout tied to the brand's 85th anniversary. The all-electric Recon also offers a Moab trim, which, fittingly, is its off-road-oriented version.The two-year deal doesn't reveal every initiative in store, but expect Jeep and Moab to work together to promote and improve the off-road experience. That's particularly relevant as off-roading grows in popularity, with even performance brands like Lamborghini and Porsche getting in on the action with the Huracán Sterrato and 911 Dakar, respectively.Jeep
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