Say what you will about Jeep owners – and the internet is chock full of Jeep memes – but they’re a passionate bunch. A spirit of adventure runs deep in many Jeep owners. They spend thousands of dollars on outfitting and personalizing their vehicles for off-roading, overloading, and adventure travel. And every year for nearly six decades, they’ve been flocking to Moab, Utah each spring for the Easter Jeep Safari.
The event is organized by the Red Rock 4-Wheelers club, a non-profit organization dedicated to promoting off-roading and preserving public lands. The Easter Jeep Safari, or EJS as its commonly known, traces its origins back to the early 1960s when a group of Jeep enthusiasts started exploring the rugged terrain around Moab. What began as informal off-road excursions among friends evolved into today’s formal event with organized trail rides and activities.
Known for its stunning landscapes, steep cliffs, and technical trails, Moab is a natural playground for off-road enthusiasts. The area features a variety of challenging terrain, including sandstone slickrock, rock formations, canyons, and scenic overlooks. Given all this, it’s no surprise EJS has become a must-do event for Jeepers across the country.
But perhaps what makes the event truly special is that Jeep, as a manufacturer, has embraced the event wholeheartedly. In an age when car enthusiasts are often ignored by their respective manufacturers, Jeep is along for the ride. In many ways, its entire customer base is built on the passion its owners have for using their vehicles as they were designed. Or at least as they were modified to be used.
Selling the Adventure
One outlet reports that the average new Jeep Gladiator buyer spends more than $1,000 on accessories before even leaving the dealership. And that’s only the beginning for most enthusiasts, many of whom will spend five figures on other add-ons. Lifted suspension, bigger tires, extra lighting – anyone who’s ever been to a SEMA show knows Jeep accessories are big business.
Jeep knows this too, and for years has used the excitement of Easter Jeep Safari to showcase new design concepts. These concepts often feature the very same types of upgrades owners are seeking out on their own. As a result, elements of many EJS concepts have found their way to production or into the Mopar accessories catalog.
True to this tradition, Jeep showed off four concept vehicles at EJS 2024 that could hint at future production models. All four of these vehicles reached into Jeep’s past for inspiration, as is often the case. These included the Wrangler-based Low Down and Willys Dispatcher, the Gladiator-based High Top, and the Wagoner-based Vacationeer.
Building Community
While the new concepts are often the highlight of the week-long event, Jeep’s participation add real value to the hobby. Easter Jeep Safari fosters a sense of community among off-road enthusiasts. It brings together people who share a passion for adventure, exploration, and outdoor recreation. It celebrates the spirit of camaraderie and mutual respect among off-road enthusiasts. And Jeep is there for them.
While most manufacturers still view “enthusiast” as a four-letter word, Jeep clearly embraces it. That means something in a market where differentiation is becoming a rarity. And for that, we applaud them. Let’s see what next year brings.
