I believe that a relatively low number of Jeep Wagoneer owners go off-roading and when the all-electric Wagoneer S hits dealerships early next year, I expect that even fewer of those owners will spend time playing in the mud. The ultra-plush Jeep Wagoneer S BEV could be the least likely vehicle from the brand in the last few decades to go off-roading, but the folks behind the Trail Rated brand want potential Wagoneer S buyers to know that they could go off-roading – if they wanted to do so.
The new marketing campaign for the 2025 Jeep Wagoneer S launches on YouTube today with a “60-second film” titled “Beautiful Things Can Still Get Dirty”. This campaign will run run across the Jeep social media channels, along with a 30-second version that will run during the Christmas Day NFL games on Netflix.
“The Jeep Wagoneer S isn’t limited to just being beautiful, it breaks free from the confines of luxury stereotypes into the great outdoors, pushing the boundaries of electric capability in new and thrilling ways only possible in a Jeep 4×4,” said Bob Broderdorf, senior vice president of Jeep brand North America. “Jeep vehicles, even one as stunning as the Wagoneer S, look even better when they’re muddy. That’s where they belong, doing what they’re meant to do, and that’s why we say, ‘there’s only one,’ when it comes to our brand.”
In this new advertisement, the Jeep Wagoneer S is shown in what appears to be a photography studio, but after giving us a good look at the vehicle from several angles inside and out, we see that this studio is actually out in the middle of the woods. About halfway through the clip, the Wagoneer S drives through the soft side of the studio room and into the wilderness – making short work of a muddy path through the hills.
Again, while few Jeep Wagoneer S owners will intentionally go off-road, this video reminds us all that it is is still a Jeep and it can get through situations with loose footing, even with the electric drivetrain.
Patrick Rall is a professional writer and photographer with a passion for all things automotive. Having grown up in his father’s performance shop, he spent extensive time at the oval track and drag strip – both driving and wrenching on various types of vehicles. In addition to working as a writer, Patrick previously worked as an automotive technician before moving on to a business office position with a chain of dealerships, and this broad spectrum of experience in the industry allows him to offer a unique look on the automotive world. Follow Patrick on Twitter, Facebook and on Youtube.
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