When Jeep rolled out the Wrangler Laredo concept at this year's Easter Jeep Safari, it looked like one of those vehicles destined to spend the rest of its life appearing in enthusiast photo galleries alongside the phrase, "Too bad they'll never build it." Apparently, somebody at Jeep was reading the comments.The automaker has officially unveiled the 2027 Jeep Wrangler Laredo, bringing back one of the brand's most recognizable nameplates while staying remarkably close to the concept that debuted in Moab just a few months ago. Rather than simply reviving an old badge, Jeep has packaged a healthy dose of 1980s nostalgia with modern Wrangler capability, creating what may become one of the most distinctive special editions in the current lineup.2027 Jeep Wrangler LaredoStellantis MediaView the 3 images of this gallery on the original articleAdvertisementAdvertisementThe original Laredo trim first appeared during the final years of the CJ era before continuing into the earliest Wrangler models, helping transform Jeep from a purely utilitarian off-roader into something buyers could proudly drive every day. Nearly four decades later, the name returns with styling inspired by the American Southwest and its Texas namesake. It also arrives at an interesting moment for the brand, coming just weeks after the Ford Bronco finally had the Jeep Wrangler in the rearview mirror in the latest U.S. sales battle.The production Wrangler Laredo rides on the Wrangler Willys platform and comes standard with Jeep's Xtreme 35 Package. That means 35-inch BFGoodrich KO2 tires, a one-inch suspension lift, bronze beadlock-capable wheels, and the kind of stance that suggests the pavement is merely optional.Perhaps the biggest crowd-pleaser is the return of Jeep's classic tan soft top, a detail enthusiasts have been asking to see again for years. Buyers can also choose a black hardtop, while four-door models remain available with Jeep's Sky One-touch power roof.The retro theme continues throughout the exterior. A Gobi-colored grille, bronze tow hooks, bronze Jeep and Trail Rated badges, archival-inspired hood graphics, updated bodyside decals, and even a lasso-style "4WD" decal help separate the Laredo from the rest of the Wrangler family without looking overdone. It feels less like a nostalgia exercise and more like somebody found Jeep's design archive, dusted it off, and realized many of the old ideas still looked surprisingly good.2027 Jeep Wrangler LaredoStellantis MediaView the 3 images of this gallery on the original articleAdvertisementAdvertisementInside, Jeep resisted the temptation to go minimalist. Instead, the cabin leans heavily into warm earth tones with Bison Brown Nappa leather seats, Mayan Gold contrast stitching, black trim accents, and exclusive Laredo badging. One particularly entertaining detail is a subtle cowboy hat motif hidden within the HVAC graphics. It probably won't improve your approach angle, but it does prove somebody in the design department was having a good day.Jeep says the production model remained remarkably faithful to the Easter Jeep Safari concept, and visually that's largely true. The concept's oversized 37-inch tires and taller suspension have given way to slightly more practical 35-inch rubber and a one-inch lift, but the overall character survived the transition from show vehicle to dealership floor remarkably well. That's something enthusiasts rarely get to say after an auto show debut.Capability wasn't sacrificed in the name of style, either. Buyers can still order a trailer hitch rated to tow up to 3,500 pounds, making the Wrangler Laredo just as comfortable pulling a small adventure trailer as it is crawling over rocks on a weekend escape. If your idea of camping leans more toward comfort than sleeping under the stars, the new Storyteller Overland's 2027 Grand Bohemian offers a very different take on luxury adventure travel.Orders for the 2027 Jeep Wrangler Laredo open later this month. Pricing starts just $1,995 above a Wrangler Willys equipped with the Xtreme 35 Tire Package, making the heritage styling surprisingly attainable considering everything Jeep bundled into the package.AdvertisementAdvertisementFor once, one of the coolest concept vehicles of the year didn't disappear into a museum, a corporate warehouse, or an executive parking garage. It simply put on a license plate and went into production.This story was originally published by Men's Journal on Jul 13, 2026, where it first appeared in the Gear section. Add Men's Journal as a Preferred Source by clicking here.