Jeep presents new concepts at 60th Easter Jeep Safari

Jeep unveils concept SUVs at the 60th Easter Jeep Safari in Moab, highlighting off-road innovation, community events and trail programs. Explore full details.

The 60th Easter Jeep Safari is bringing more than 20,000 enthusiasts to Moab, turning Utah’s desert trails once again into the global center of off-road culture — and a proving ground for Jeep’s future vehicles.

From March 28 to April 5, the brand is showcasing not only production models but also a new lineup of concept vehicles developed with Jeep Performance Parts (JPP) by Mopar. The collection includes the military-inspired Wrangler Anvil 715, the compact BUZZCUT, the premium Grand Wagoneer Commander, the stripped-back Laredo, and the XJ Pioneer, directly linked to the return of the Cherokee nameplate in 2026. Together, these builds reflect both Jeep’s heritage and its evolving approach to off-road design.

The significance of the event extends well beyond vehicle reveals. What began in 1967 as a single-day drive along the Behind the Rocks trail has grown into a nine-day festival featuring dozens of routes and thousands of participants from around the world. The event is organized by the Red Rock 4-Wheelers, a local club that has overseen trail management and operations since the early 1980s.

Moab itself is central to this story. Its unique slickrock terrain — ancient sandstone formations shaped into steep climbs and descents — makes it one of the most demanding and recognizable off-road environments globally. Trails such as Hell’s Revenge and Fins and Things have become benchmarks for testing vehicle capability.

Jeep uses these conditions not only for display but for real-world validation. Mopar engineers note that the Safari remains a place where new ideas are tested on challenging terrain and immediately evaluated by experienced drivers.

At the same time, the brand is expanding its engagement with the community. The main hub in downtown Moab offers ride-and-drive experiences, interactive exhibits and public events. Visitors can test vehicles both on-road and on trails like Baby Lion’s Back, while family-friendly zones and youth activities broaden participation.

Environmental work is also a key part of the program. Jeep teams up with Red Rock 4-Wheelers and the Bureau of Land Management to clean and restore trails, remove debris, repair fencing and reinforce sections of the routes. In a region with heavy off-road traffic, these efforts help preserve long-term access.

Alongside the physical experience, Jeep continues to develop its digital ecosystem. The Badge of Honor program expands to 85 trails nationwide, introducing new routes and limited-edition rewards, including a special badge marking the 60th anniversary of the Safari. Through the app, participants can log completed trails and earn physical badges.

As a result, Easter Jeep Safari remains more than a gathering of enthusiasts. It functions as a testing ground, a platform for direct interaction with customers and a signal of where Jeep — and the broader off-road segment — is heading next.