Jeep® Brand Rolls Into the 60th Easter Jeep Safari, Celebrating Decades of Trail-built Toughness
Rhea-AI Summary
Jeep (NYSE:STLA) will attend the 60th Easter Jeep Safari in Moab, Utah, March 28–April 5, 2026, with an expanded Walker Drug home base March 30–April 3 featuring concept vehicles, consumer ride-and-drives, a Jeep-themed drone show, and land stewardship projects.
The brand debuts multiple JPP concept builds, expands its Badge of Honor trails to 85 with a limited 60th badge, and offers hands-on experiences and community events for attendees.
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Key Figures
Market Reality Check
Peers on Argus
STLA was up 1.93% while key auto peers showed mixed moves: LI +0.61%, XPEV +1.95%, F −2.3%, HMC −0.64%, RIVN −3.94%. The momentum scanner only flagged XPEV with a downward move earlier, reinforcing that today’s action in STLA looks company-specific rather than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Mar 25 | Dodge event activation | Positive | +1.9% | Dodge headlining Mopar Heaven car show with performance rides and parts display. |
| Mar 24 | Jeep ad campaign | Positive | +2.4% | New comedy-driven campaign promoting the 2026 Jeep Grand Wagoneer launch. |
| Mar 24 | Dodge performance launch | Positive | +2.4% | Launch of 2026 Durango R/T 392 with higher power and towing capacity. |
| Mar 24 | Auto show reveals | Positive | +2.4% | Plan to reveal refreshed 2027 Pacifica and 2026 Durango at NY Auto Show. |
| Mar 19 | Design contest expansion | Neutral | +0.0% | Expansion of Drive for Design contest with new junior category and prizes. |
Recent Stellantis brand and product activation headlines (Jeep, Dodge, Chrysler) have generally coincided with positive one-day price reactions when a move was recorded.
Over the last week, Stellantis news has focused on brand and product marketing: Dodge thrill rides at Mopar Heaven (Mar 27-28, 2026), a Jeep Grand Wagoneer campaign, a more powerful 2026 Durango R/T 392, and announcements around the refreshed 2027 Chrysler Pacifica. These items saw single-day gains of 1.93–2.43% where reported. The current Jeep Easter Safari activation continues this pattern of experiential, brand-building news rather than balance-sheet or restructuring updates.
Market Pulse Summary
This announcement highlights Jeep’s deep integration with the Moab off-road community, debuting new concept vehicles, expanded consumer activations, and enhancements to the Badge of Honor program, now featuring 85 Core Trails and new Limited Trails. In the context of Stellantis’s recently reported 2025 losses and strategic reset, this news sits firmly in the brand-building category. Investors may watch how such engagement supports demand for new Jeep models and accessories over time.
AI-generated analysis. Not financial advice.
- Jeep® brand and Jeep Performance Parts (JPP) by Mopar head to the 60th anniversary of Easter Jeep Safari in
Moab, Utah , (March 28 to April 5) with even more vehicles and experiences for Jeep customers and off-road enthusiasts - All-new Jeep and JPP custom concept builds pay homage to Jeep brand's roots while defining the future of off-roading
- Land preservation and cleanup efforts at Fins and Things trail are led by Jeep brand and JPP employees, Red Rock 4-Wheelers and the Bureau of Land Management
- Official Jeep brand home base returns to Walker Drug in downtown
Moab , expanding consumer activations with enhanced hands-on vehicle experiences and community-driven engagement - Community celebrations feature a Jeep-themed drone show, consumer activations at Spanish Trail Arena and consumer ride and drives in Jeep vehicles
- New Jeep Badge of Honor trails and a limited-edition 60th Easter Jeep Safari badge debut to celebrate the brand's 85th anniversary edition
The Jeep® brand is gearing up for its annual pilgrimage to Moab,
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From the all-new custom Jeep 4x4 concept builds to immersive consumer activations, the Jeep brand and Jeep Performance Parts (JPP) by Mopar are geared up to take over
"Partnering with the Jeep brand for our annual trip to the Easter Jeep Safari gives our Mopar designers and engineers a wonderful opportunity to put their latest ideas and innovations to the test on some of the toughest terrains we can find," said Darren Bradshaw, senior vice president of Mopar North America. "
As part of the Jeep brand's ongoing commitment to land stewardship and responsible off-roading, Jeep brand and JPP employees will once again partner with Red Rock 4-Wheelers and the Bureau of Land Management to maintain and protect local
The Jeep brand will offer 2026 Easter Jeep Safari attendees an unforgettable collection of Jeep 4x4 vehicles and experiences.
Jeep Brand and JPP Concept Vehicles
This year's Easter Jeep Safari concept lineup is the biggest and boldest yet, showcasing all-new custom builds engineered by the Jeep brand and JPP's resident design mavericks. The 2026 concepts honor Jeep's 4x4 heritage and its legendary trail icons while adding a fresh dose of next-generation attitude. The result is a powerful collection that nods to the brand's roots and previews the vehicles that will shape the future of off-roading. The following Jeep and JPP/Mopar concept vehicles will be on display at Walker Drug from Monday, March 30 to Friday, April 3:
- The Jeep Wrangler Anvil 715 concept is a purpose-built vision of what an overland-focused Wrangler can be: capable, intentional and thoughtfully engineered without unnecessary bulk
- The Jeep Wrangler BUZZCUT concept by JPP blends compact, sporty, two-seat design with extreme capability and expanded storage for longer adventures
- The Jeep Grand Wagoneer Commander concept is a stealth-leaning blend of full-size premium and real off-road function, built for drivers who want both standalone capability and the strength to tow a dedicated trail rig
- The Jeep Wrangler Laredo concept pares this Jeep 4x4 back to its core, then amplifies its character. Built on a Willys base, it highlights simplicity, mechanical feel and classic Jeep brand attitude, with subtle cues that nod toward how the Laredo line might evolve
- The Jeep XJ Pioneer concept marks the moment the original 1984 Cherokee changed the SUV landscape, tying that legacy to 85 years of Jeep heritage and the Cherokee nameplate's 2026 return
Jeep Brand and JPP Display
At the heart of the action, the Jeep brand and JPP will have a dedicated consumer display during Easter Jeep Safari in downtown Moab.
Location: Walker Drug, 290 S Main St, Moab,
Dates: Monday, March 30 to Friday, April 3
Display hours: Monday through Thursday, 9 a.m. to 8 p.m. MDT; Friday, 9 a.m. to 4 p.m. MDT
Attendees will enjoy:
- Opportunity to win an all-expenses-paid trip to a Jeep Jamboree
USA adventure (excludes Signature locations) - A trail mixer hosted by JPP on Wednesday, April 1 from 4-6 p.m. MDT, with live Jeep trivia, a chance to win significant JPP parts and accessories and Badge of Honor T-shirt giveaways (participants must be registered, while supplies last)
- A community celebration featuring a Jeep-themed drone show on Tuesday, March 31. Jeep will host free public viewing parties with live Gladiator DJ booths, food and prizes at Walker Drug and Milt's Stop & Eat, beginning at 7 p.m. MDT, with the drone show to follow at 8:30 p.m. MDT
- Jeep brand and Mopar apparel, accessories and other goods available for purchase
Jeep Badge of Honor
The Jeep Badge of Honor program expands in celebration of the brand's 85th anniversary, adding 11 new Core Trails for a total of 85 nationwide Core Trails, plus three new
As the industry's only off-road rewards platform, Badge of Honor connects Jeep enthusiasts through exclusive challenges, a thriving online community, and a no-cost way to explore new trails, showcase vehicle capability and earn collectible badges. Stop by the official Jeep brand booth at Walker Drug from March 30 to April 1 to learn more about the Badge of Honor program, how to register, shop merchandise and check in to earn a commemorative badge. Find the Badge of Honor team at the Spanish Trail Arena, April 2-3.
Jeep Brand Consumer Ride and Drives
Easter Jeep Safari attendees will have the opportunity to test drive a variety of Jeep brand vehicles, both on- and off-road. Attendees with a valid driver's license can visit the Jeep brand display at Walker Drug to sign up.
- Off-road trail rides – Get behind the wheel of a Jeep 4x4 and take on the Baby Lion's Back trail in a legendary Jeep 4x4 SUV, including the Wrangler Rubicon and Gladiator Rubicon
- On-road city drives – Test drive the latest Jeep vehicles around
Moab , including Jeep Wrangler, Gladiator, new Grand Cherokee, new Grand Wagoneer, all-new Cherokee and Compass models - Camp
Moab – A kid-friendly (ages 6-17) adventure zone created in partnership with the Red Rock 4-Wheelers and Jeepers Jamboree, giving young explorers a hands-on taste of the off-road spirit (Friday, April 3, 9 a.m. to 6 p.m. MDT, Old Spanish Trail Arena, 3641 South Highway 191,Moab, Utah ) - Spanish Trail Arena – Jeep brand and JPP will have a presence at Old Spanish Trail Arena on Thursday, April 2 and Friday, April 3 from 9 a.m. until 6 p.m. MDT, showcasing an exciting lineup of unique, upfitted, off-road vehicles and historical Easter Jeep Safari concepts, plus prizes, food and fun for the entire family (while supplies last)
- Jeep brand and JPP will sponsor consumer trail rides, hosted by Jeep Jamboree
USA and in partnership with the Red Rock 4-Wheelers. As official trail supporters, the Jeep brand and JPP employees will help guide and navigate popular off-road trails on Monday, March 30 and Wednesday, April 1. Visit www.rr4w.com for more information
Jeep Brand
For nearly 85 years, Jeep has been a global leader in SUVs, delivering legendary off-road capability, advanced technology and exceptional versatility for those who seek fun and adventure. With a commitment to innovation, the Jeep brand offers a diverse lineup of vehicles powered by internal combustion engines, hybrid technology and all-electric drivetrains. Built on a heritage of freedom, adventure, authenticity and passion, Jeep continues to set the standard for rugged and refined vehicles designed to conquer it all.
Follow Jeep and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Jeep brand: www.jeep.com
Facebook: www.facebook.com/jeep
Instagram: www.instagram.com/jeep
Twitter: www.twitter.com/jeep
LinkedIn: www.linkedin.com/company/jeep
YouTube: www.youtube.com/thejeepchannel or https://www.youtube.com/StellantisNA
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SOURCE Stellantis
FAQ
When will Jeep (STLA) be at the 60th Easter Jeep Safari in Moab, Utah?
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