The Jeep brand announced that it has been named the Official 4×4 of Moab, Utah, by the city, marking a new chapter in the decades-long relationship between an iconic 4×4 sport-utility brand and one of the world’s most celebrated off-road destinations, according to a press release.
The partnership, approved by the Moab city council, establishes a two-year collaboration between Jeep and the city of Moab focused on community investment, trail stewardship, local events and responsible recreation.
“Moab is more than a destination. It’s an integral part of the Jeep brand story,” said Branden Coté, Jeep CEO. “The trails, landscapes and community have helped define off-road adventure for generations of Jeep owners. Designating the Jeep brand as the Official 4×4 of Moab recognizes that shared history while creating opportunities to invest in the people, places and experiences that continue to inspire Jeep enthusiasts around the world.”
Easter Jeep Safari Anchors Jeep’s Decades-Long Ties to Moab
For decades, Jeep 4×4 vehicles have been tested and celebrated on Moab’s trails. Annually, the Red Rock 4-Wheelers club hosts Easter Jeep Safari in Moab. This event is one of the largest and most anticipated gatherings in the off-road community, drawing thousands of Jeep enthusiasts to southeastern Utah each year, and further cements the connection between the Jeep brand and Moab, the release noted.
As part of the 2027 Easter Jeep Safari, the Jeep brand, in collaboration with the Red Rock 4-Wheelers, the Bureau of Land Management Moab Field Office and Tread Lightly!, will focus its official stewardship project on the Chicken Corners trail corridor.
“This sponsorship agreement is about turning a longstanding relationship between Moab and Jeep into tangible benefits for our community,” said Michael Black, Moab city manager. “The partnership brings new resources through advertising, sponsorship of trail maintenance and Moab city events, as well as support for responsible use and stewardship of the environment. The city is excited to formalize this relationship and partner with Jeep, the Official 4×4 of Moab, to provide meaningful benefits for our community.”
As part of the partnership, which officially kicks off in October, Jeep will support local priorities through annual funding, event sponsorships and trail care efforts designed to preserve trail access and help protect the outdoor spaces that make Moab unique, the company said. The agreement also includes support for community events, such as the Red Rock Arts Festival and the city’s upcoming 125-year celebration.
How Jeep Supports Off-Road Trail Access & Stewardship
Jeep said the Moab partnership reflects its longstanding commitment to land conservation, responsible off-roading and preserving access to the trails and public lands that are central to Jeep culture. Throughout 2026, the brand has strengthened that commitment by supporting key off-road events, trail-access initiatives and like-minded organizations that help protect and sustain the off-road experience for future generations, including:
- Easter Jeep Safari in Moab, Utah
- Jeep Beach in Daytona Beach, Florida
- Toledo Jeep Fest in Toledo, Ohio
- Smoky Mountain Jeep Invasion in Pigeon Forge, Tennessee
- Rebelle Rally, the nation’s premier all-women off-road navigation competition
- Trail restoration and access initiatives supporting the Rubicon Trail in California
Collectively, these events, initiatives and partnerships engage hundreds of thousands of enthusiasts who share a passion for adventure, responsible recreation and ensuring continued access to public lands and trails for future generations.
The Jeep brand and the city of Moab will begin implementing partnership initiatives throughout the coming months, creating new opportunities to celebrate Moab’s unique character while preserving the landscapes, experiences and community spirit that have made it a global destination for adventure.