The current-generation Jeep Wrangler had to compete with the all-new Ford Bronco. The Wrangler hasn’t gotten any significant updates yet, but the automaker added two new colors to its SUV for 2023: Earl and Reign. Both will help Jeep maintain its sales advantage over the Bronco.
Reign is seeing a purple return to the Wrangler, the last of which graced the sheetmetal boxy off-roader for the 2018 Wrangler JK. Jeep decided to put the Earl into production after receiving “lots of positive feedback” on the 2020 Gladiator Farout concept. Earl might be an odd name for a color, especially gray, but Earl Gray Tea there is.
“We work to give our customers what they say they want,” said Jim Morrison, senior VP and boss of Jeep North America. Morrison adds that colors like Earl and Reign are an attraction for fans who want to stand out.
Jeep will offer two new colors on the Sport, Sahara, Rubicon, 4xe, 392, and Freedom Edition models. The order book is open now, with the Earl available for all model year 2023 for an additional $395. The Jeep will have a limited production run for the Reign, which will be available to order through October for an additional $495.
Earl and Reign are just the latest in a series of bold colors and bold names that Jeep has introduced to its models. Earlier this year, Jeep added a special edition Gobi Tan coloration to the Gladiator 2022 and Wrangler 2022 color options. Jeep made Tuscadero Pink as the Wrangler color option available for 2021.
Colors like Firecracker Red, Sarge Green, and High Velocity should make way for Earl and Reign, at least for a limited time. Wrangler’s other color palettes include Hydro Blue, Silver Zynith, Sting Grey, Granite Crystal, Black, and Bright White. Would you rather have an Earl, a Reign, or something else entirely?