Jeep Wrangler Wins 2026 Adventure Vehicle of the Year Award, Highlighting Hispanic Market Influence

The Jeep Wrangler has been awarded the prestigious 2026 Adventure Vehicle of the Year by Hispanic Motor Press, reinforcing its status as a leading choice for families seeking outdoor adventure vehicles. The announcement was made during the SEMA Show at the MOPAR stage, recognizing the Wrangler's combination of off-road capability, hybrid technology, and customization potential.

This award carries significant weight given the growing influence of Hispanic consumers in the automotive market. Hispanic buyers now represent one in four new vehicle purchases in the United States, wielding over $3.4 trillion in purchasing power according to Hispanic Motor Press data. The organization's independent jury panel 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 the Wrangler's comprehensive appeal. "In addition to providing excellent 4×4 capabilities, the Jeep Wrangler is also one of the best hybrids in the market," Rodriguez-Long stated. "The popularity is unmatched, and the engineering keeps up with the latest in technology. All of these factors make it a leader in the segment and the perfect vehicle for Hispanic families who value outdoor exploration, recreation, and the freedom of the open road."

The Jeep Wrangler 4xe represents a technological breakthrough, combining the model's legendary Trail Rated capability with advanced plug-in hybrid electric vehicle powertrain technology. This innovation delivers an impressive EPA-estimated 21 miles of all-electric range for daily commuting while maintaining full off-road capability that has made the Wrangler an icon for over eight decades.

Gil Silva, HMP juror and automotive expert, noted the vehicle's technological advancement. "It's not just an iconic vehicle – it continues to advance current technologies, like the 4xe system, to stay on top of the category. 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, expressed honor at receiving the recognition. "The Jeep brand was born for adventures, and for nearly 85 years we have been building vehicles to take customers places they dream about. 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 significance of this award extends beyond the vehicle itself to highlight broader market trends. Hispanic consumers purchased 2.3 million new vehicles in 2024, representing 25% of all U.S. auto sales. Additional data from Hispanic Motor Press shows that Hispanic household vehicle ownership has grown 34% over the past decade, with 68% of Hispanic car buyers prioritizing vehicles that support outdoor recreation and family activities. Adventure and SUV segments account for 62% of Hispanic new vehicle purchases, and Hispanic buyers are 40% more likely to research environmental credentials before purchase.

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. For more information about the Hispanic Motor Press Awards and testing protocols, visit https://HispanicMotorPress.org.