The Jeep Wrangler has been awarded the prestigious 2026 Adventure Vehicle of the Year by Hispanic Motor Press, reinforcing the iconic 4×4's position as the preferred choice for Hispanic families seeking authentic outdoor experiences. The announcement was made during the SEMA Show, the world's premier automotive specialty products event, recognizing the Wrangler's combination of off-road capability, hybrid technology, and customization potential.
Hispanic consumers now represent one in four new vehicle purchases in the United States, wielding over $3.4 trillion in purchasing power. The Hispanic Motor Press Awards serve as a critical guide for families navigating the automotive marketplace, with the organization's independent jury panel evaluating more than a dozen adventure-capable vehicles before selecting the Wrangler as the winner. Ricardo Rodriguez-Long, President and Founder of Hispanic Motor Press, stated that the Wrangler provides excellent 4×4 capabilities while also being one of the best hybrids in the market, making it a leader in the segment for families valuing outdoor exploration and freedom.
The Jeep Wrangler 4xe represents a technological breakthrough, combining legendary Trail Rated capability with advanced plug-in hybrid electric vehicle technology. This innovation delivers an EPA-estimated 21 miles of all-electric range for daily commuting while maintaining full off-road capability. Gil Silva, HMP juror and automotive expert, noted that the Wrangler proves sustainability and serious off-road capability can coexist, advancing current technologies like the 4xe system to stay on top of the category.
Aamir Ahmed, Head of Off-Road and EV for Jeep Brand North America, expressed that receiving the award from Hispanic Motor Press is a tremendous honor, affirming that the Wrangler continues to resonate with consumers by delivering an unparalleled blend of off-road capability, iconic design, open-air freedom, advanced powertrain options, and cutting-edge safety features. The vehicle is built for the journey, not just the destination, enabling adventures whether discovering nature off the beaten path or enjoying the drive.
Hispanic automotive consumers represent a significant market force, having purchased 2.3 million new vehicles in 2024. 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. For more information about the Hispanic Motor Press Awards, visit https://HispanicMotorPress.org.
