Jeep Pays to Make Its Moab Claim Official

Jeep is putting a dollar figure on a bond it has never had to buy before. The brand has agreed to sponsor the town of Moab, Utah, securing the right to call itself the "Official 4x4 of Moab." The title turns an association off-road drivers have long taken for granted — Jeep and Moab's rugged desert terrain — into a formal, paid arrangement. For a marque whose standing has always rested on where its vehicles actually get driven, attaching a price to that claim is itself the news.

With reporting from The Drive.