The Jeep Wrangler has been awarded the prestigious 2026 Adventure Vehicle of the Year Award by the Hispanic Motor Press, reinforcing the iconic 4×4's dominance in the adventure vehicle segment and its particular appeal to Hispanic consumers who now constitute a quarter of all U.S. new vehicle purchases. The announcement was made at the MOPAR stage during the SEMA Show, the world's premier automotive specialty products event, recognizing the Wrangler's unique combination of off-road capability, advanced hybrid technology, and customization options.
This recognition carries significant weight given the growing economic influence of Hispanic consumers, who wield over $3.4 trillion in purchasing power and purchased 2.3 million new vehicles in 2024 alone. The Hispanic Motor Press Awards serve as a critical guide for families navigating today's complex automotive marketplace, with adventure and SUV segments accounting for 62% of Hispanic new vehicle purchases. According to HMP data, Hispanic household vehicle ownership has grown 34% over the past decade, and 68% of Hispanic car buyers prioritize vehicles that support outdoor recreation and family activities.
The independent HMP jury panel, consisting of distinguished automotive journalists and industry influencers, evaluated more than a dozen adventure-capable vehicles throughout 2025 before selecting the Wrangler as the clear winner. Ricardo Rodriguez-Long, President and Founder of Hispanic Motor Press, emphasized that "In addition to providing excellent 4×4 capabilities, the Jeep Wrangler is also one of the best hybrids in the market. The popularity is unmatched, and the engineering keeps up with the latest in technology."
The Jeep Wrangler 4xe represents a technological breakthrough in the adventure vehicle category, combining the model's legendary Trail Rated capability with advanced plug-in hybrid electric vehicle technology. This innovation delivers an impressive EPA-estimated 21 miles of all-electric range for daily commuting while maintaining the full off-road prowess that has made the Wrangler an icon for over eight decades. Gil Silva, HMP juror and automotive expert, noted that "The Wrangler proves that sustainability and serious off-road capability can coexist."
Aamir Ahmed, Head of Off-Road and EV for Jeep Brand North America, stated that "Receiving the Best Adventure Vehicle award from the Hispanic Motor Press Association is a tremendous honor. It's further affirmation that the Jeep Wrangler is a global icon that continues to resonate with consumers by delivering an unparalleled blend of legendary off-road capability, iconic design, open-air freedom, advanced powertrain options, refined interior craftsmanship, and cutting-edge safety and technology features."
The award underscores the importance of environmental considerations in vehicle selection, with Hispanic buyers being 40% more likely to research environmental credentials before purchase. The Wrangler's hybrid technology addresses this concern while maintaining the vehicle's adventure-ready capabilities. For more information about the Hispanic Motor Press Awards and their testing protocols, visit https://hispanicmotorpress.org.
The 2026 Adventure Vehicle of the Year category finalists included the Jeep Wrangler as winner, along with the Ford Ranger Raptor and Toyota 4Runner. The independent HMP jury panel assessed each finalist through comprehensive testing protocols, evaluating off-road capability, on-road comfort, safety systems, technology integration, fuel efficiency, customization potential, and total ownership costs. The recognition highlights the continuing evolution of adventure vehicles to meet the specific needs and preferences of diverse consumer groups, particularly the influential Hispanic market that continues to shape automotive industry trends and priorities.
