Jeep Puts In Bid To Be "The Official 4x4 of Moab"AutoGuide.comRoss BallotTue, September 22, 2026 at 6:55 PM UTCAdd us on GoogleSource: JeepSource: JeepMoab, Utah, is an off-road mecca. The town is as synonymous with the four-by-four lifestyle as anywhere else on the planet. Of course, that makes the Jeep Wrangler-- the epitome of the lifestyle 4x4 accepted by the masses-- the unofficial vehicle of the town.Apparently, now Jeep wants it to be actually official, so it's sponsoring the town in an effort to make that claim more than just a catchphrase.Source: JeepSource: JeepAdvertisementAdvertisementBig kudos go to the long-running Moab Easter Jeep Safari for making this something that Jeep is even able to conceive in 2026. The first time the event was held was back in March of 1967, and between then and now the ordeal has largely become a way for Jeep to show off concepts and new models while treating local wheelers - with huge help from the Red Rocks 4-Wheelers, which has been the foundation of the whole thing since the start.Thanks in part to the aforementioned organization, and largely with help from Jeep's $250,000 yearly commitment for the next two years, the Moab City Council is teaming up with Stellantis to make Jeep the "Official 4x4 of Moab." $125,000 of the sum is for "unrestricted funding," which means Jeep is effectively helping the town stay alive outside the off-roading world. We support this.Source: JeepSource: JeepThe Salt Lake Tribune says that this is all a pilot program with the intent to see how it goes and possibly renew it should it be a success. They're seeking an improvement in tourism - if you can believe that - and hoping Jeep can help bolster a resurgence in the town's visitation by those inside and outside the off-roading community alike.AdvertisementAdvertisementJeep is also giving the city of Moab five vehicles to use for city use, so expect to see them out scouting the trails to see where improvements need to be made, and cruising the streets to promote tourism alike.Become an AutoGuide insider. Get the latest from the automotive world first by subscribing to our newsletterhere.