Jeep Celebrates 70 Years of Extreme Off-Road Adventure With Rubicon Trail

The Jeep brand and Jeep Jamboree are celebrating 70 years of extreme off-roading adventure with one of the most difficult off-road trails in the world – the Rubicon Trail. This road is a lifestyle symbol of Jeep 4×4 off-road adventuring for the Jeep community.

450 Jeep enthusiasts and their families and friends will drive a total of 125 Jeep Wranglers and Gladiators this summer to celebrate the Rubicon Trail’s seven-decade anniversary. Jim Morrison, Senior Vice President and Head of Jeep Brand, North America, said for more than 80 years, the Jeep brand community has defined the Jeep brand and, for 70 of those years, the Rubicon Trail has been heralded by the community as one of the toughest off-road trails in the world.

“Conquering the Rubicon Trail is tangible proof that these Jeep vehicles can literally go anywhere and do anything. As you can see in the video, Jeep 4xe vehicles demonstrate how we continue to push the envelope as we develop our next generation of electrified Jeep 4xe vehicles that can take 4×4 capability to the next level and conquer the seemingly impossible.”

Located in northern California, near Lake Tahoe in the Sierra Nevada Mountains, the mighty Rubicon Trail spans approximately 22 miles of the toughest off-road terrain on Earth. This is the terrain that Jeep Trail 4×4 vehicles are designed and built to overcome. Jeep Jamboree covers 17.5 miles of the toughest terrain on its trail rides. Elevations on the trail range from 5,400 feet to more than 7,000 feet. The Rubicon is widely recognized as the premiere off-road vehicle route in the US.

Pearse Umlauf, President and CEO of Jeep Jamboree, said that in 1953 when Mark Smith organized the first Jeep Jamboree with 55 Willys and voyaged across the Sierra Nevada Mountains by way of the Rubicon Trail, off-road recreation was born. “The following year, Willys Motors became involved with the adventure, and Jeep Jamborees have been an off-road tradition ever since and continue to grow. Most recently, we’ve seen a huge surge of interest, especially after the COVID pandemic, with a tremendous demand from people who want to experience their Jeep vehicles in open-air freedom.”

It should be noted that Jeep brand engineers have long used the Rubicon Trail to develop and test their most capable SUVs, including the Jeep Wrangler. The Wrangler Rubicon was launched in the summer of 2002. It drew inspiration from enthusiasts who dreamt about it and tried to build one of their own. The iconic Rubicon became available to order straight from the factory.

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Nandika Chand