Jeep’s Off-Road Pedigree Just Got an Official TitleGear PatrolgvandykeUpdatedTue, September 22, 2026 at 7:06 PM UTCAdd us on GoogleThe brand has cleared up any doubt about which 4x4s have the right to call a certain Utah destination home.Last year, Jeep kicked off its 85th birthday celebrations with a limited-run Wrangler variation called the Moab 392.Beyond marking the first drop in the brand's (still going) calendar of Twelve 4 Twelve releases, it also brought a choice spec backed up by charitable initiatives for its Utah namesake.Jeep's Wrangler Moab 392 backed its special status with charitable initiatives. - Credit: StellantisAs cool as all of these aspects made the treatment, though, it can't compare to the brand's latest effort.Jeep makes it official with MoabThat's because Jeep has not only made its connection to Moab official but put a price on it.The unique plaque on the swing plate is a consistent feature of Twelve 4 Twelve releases. - Credit: StellantisAs reported by the Moab Sun News, the Moab City Council recently voted 4–0 to approve a two-year sponsorship deal that grants the brand the title of "Official 4WD of Moab."AdvertisementAdvertisementUnder the terms of the agreement, Jeep will pay the city $125,000 per year or $250,000 over the full term. However, the stipulations go deeper than financial commitments.Jeep has used the Easter Jeep Safari as an opportunity to show off its concept vehicles. - Credit: StellantisJeep will also loan up to five vehicles for municipal use, and it has committed to at least two trail maintenance and preservation projects on area trails, along with sponsorship of two community events and promotional obligations.As if that weren't enough, the brand has agreed to a $10 million media-value target for Moab-branded advertising over the life of the deal.A title earned through historyMuch as Jeep's Moab deal might seem like a marketing stunt, the title is grounded in some extensive history.Jeep's Recon EV wears the Moab name in certain configurations. - Credit: StellantisAfter all, the city and the surrounding region have been central to the brand's demonstration of its 4WD capability for decades at this point. This year marked the 60th anniversary of the annual Easter Jeep Safari.AdvertisementAdvertisementInterestingly enough, the Moab Chamber of Commerce actually created the outing in 1967. It started off as a one-day event meant to drum up the area's tourism, and Jeep has more recently used it as an opportunity to debut its various concept vehicles.While the Easter Jeep Safari was originally a one-day tourist event, it's grown into a much more extensive occasion. - Credit: StellantisFurthermore, the Moab relationship shows up in Jeep's current lineup. Beyond models like the Wrangler 392, the Recon also gets its own Moab trim, extending the association into the brand's EV future.Paying for the official designation is, in that sense, less a land grab than a title clarification. The brand was already naming its vehicles after the place; now, the city can also officially call Jeep its own.About the Author: Gray is an associate editor at Gear Patrol, covering cars, motorcycles and anything else with wheels. When he's not chasing the latest industry news, he's probably wrenching on one of many projects. For better or worse, he believes classics make perfectly practical daily drivers.AdvertisementAdvertisementWant to stay up to date on the latest product news and releases? Add Gear Patrol as a preferred source to ensure our independent journalism makes it to the top of your Google search results.