The partnership, approved by the Moab City Council, moves beyond informal association to provide tangible support for the city’s infrastructure and environmental health. Branden Coté, CEO of Jeep, emphasized that the trails and community surrounding Moab have been instrumental in shaping the brand’s legacy for generations of owners. Under the new agreement, Jeep will provide annual funding and resources for trail maintenance and local festivities, including the Red Rock Arts Festival and the city’s upcoming 125-year celebration.
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Jeep Signs Official Two-Year Partnership with the City of Moab
The City of Moab has officially designated the Jeep brand as its "Official 4x4," formalizing a decades-long relationship between the automaker and the Utah off-road hub. The two-year agreement prioritizes local community investment, trail stewardship, and collaborative event sponsorships to preserve the rugged landscapes that define the brand’s identity.
Moab City Manager Michael Black noted that the sponsorship converts a long-standing cultural connection into specific benefits for local residents. Beyond city events, the collaboration targets the environmental preservation of high-traffic areas, including the Chicken Corners trail corridor. This project will be executed in tandem with the Red Rock 4-Wheelers club, the Bureau of Land Management, and Tread Lightly! during the 2027 Easter Jeep Safari. This initiative aligns with Jeep’s broader 2026 strategy, which sees the manufacturer increasing its financial and operational footprint at major off-road gatherings from the Rubicon Trail in California to the Smoky Mountain Jeep Invasion.
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