Jeep recently drew attention by unveiling a series of concept cars at the annual Easter Safari held in Moab, Utah. Among them was the Rewind concept, which stood out by embracing bold colors and a retro design, marking a departure from Jeep’s traditionally rugged image at this off-road-focused event.
The Rewind is based on the two-door 2025 Wrangler Rubicon and was inspired by American pop culture of the 1980s and ’90s. The concept car features vibrant colors and distinctive patterns that reflect Jeep’s effort to expand its brand identity beyond off-road performance into more expressive, emotional territory.
A Fresh Take on Freedom with Retro Flair
The Rewind concept makes an impression with its bold purple exterior and fluorescent graphics on the hood and doors. A standout detail is the REWIND lettering on the hood, featuring a pattern reminiscent of 1980s VHS design elements.
Jeep’s design team stated that the concept centers on the freedom of getting your first car. The vehicle adopts an open-air layout with the roof and doors removed, allowing sunlight and fresh air to flow through a mesh sunshade. The gold-accented wheels pair with the exterior color, contributing to the overall classic look.
The retro theme continues to the interior. The seats feature abstract geometric prints, while the floor has plastic liners for off-road use. The trunk includes dedicated storage for a boombox, and the dashboard features a vintage-style car phone that adds to the nostalgic vibe.
Balancing Heritage with Emotion and Style
The Rewind concept represents Jeep’s ongoing effort to evolve its brand identity. While the brand has long been associated with rugged, off-road vehicles, recent years have seen a growing emphasis on lifestyle-focused models and more emotionally driven design. This concept illustrates that direction.
Showcasing a design-forward vehicle at an event typically centered on off-road performance highlights Jeep’s recognition that capability alone may not be enough to meet today’s consumers’ expectations. The brand aims for a more balanced image that blends performance, design, emotion, and cultural relevance.
Although the Rewind concept is not planned for production, online reactions have been generally positive. Whether this approach gains broader appeal remains to be seen.
