It is official. The Moab Sun News reports the Moab City Council voted 4 to 0 to approve a two year sponsorship agreement with FCA US, the Jeep brand's parent company, letting Jeep call itself "The Official 4WD of Moab." One councilmember who owns a Jeep rental business recused himself.

What is in the deal

  • The paper calls it the city's first formal partnership with the brand that has been tied to Moab's four wheel drive identity for more than 60 years
  • City Manager Michael Black described it as a two year pilot, and Jeep was the only company to answer the city's request for proposals
  • Jeep commits to at least two trail maintenance or preservation projects on Moab area trails, sponsorship of two community events a year and promotional videos about Moab
  • The city loans five Jeep vehicles and grants Jeep exclusivity among automakers for city sponsorships

Councilmembers raised questions about how Moab will be shown in Jeep's marketing, and the agreement lets the city manager pre approve use of the city's name and logos.

Our take

Jeeps and Moab go together like slickrock and sunshine, so this one isn't a big surprise. The part we are most excited about is the trail work commitment. More hands keeping these routes in good shape is a win for every rig out there, whatever badge is on the grille.