Jeep to roll out new Deserthawk models with ‘high speed off-road capability.’ | Steve Landers Auto Group


For a few years now, Jeep has been using the “Hawk” designation as a kind of seal of approval on those vehicles they feel are at the pinnacle of whatever they set out to do. The Trailhawk badge, for example -- available on everything Jeep makes other than the Wrangler -- is their shorthand for the ultimate in off-road capability, with the stoutest available axles, skid plates, traction technology and other off-road goodies, plus exterior hallmarks like red tow hooks. The Trackhawk badge, currently found only on the supercharged, 707-horsepower Jeep Grand Cherokee Trackhawk, is their way of telling folks to buckle up for the ultimate in high performance.

By 2020, however, there will be a few more birds in Jeep’s aviary: the Deserhawk models, featuring a package of desert-specific Jeep upgrades, which will be rolled out brand-wide. The name was previously used only on the limited edition 2017 Jeep Renegade Deserthawk.


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At a shareholder meeting held June 1 in Bolocco, Italy, Jeep global brand head Mike Manley presented the company’s five-year plan for continued dominance of the SUV market. Among other juicy info for Jeep fans, like the planned return of the Jeep Wagoneer, details of the new Deserthawk package was buried in the report.

Beginning in the first quarter of 2020, the plan states, the all-new Deserthawk Jeeps will offer “ultimate Jeep high-speed off-road capability... underpinned by 8 desert-specific engineering standards.”


While scant on details, the presentation on Deserthawk models was illustrated with the image seen at the top of this post, featuring a Jeep Cherokee with orange mirrors and special orange front tow hooks kicking up sand. Between those features and the orange Deserthawk badges, it looks to be a sign that Deserthawks will wear the rich burnt orange as a highlight color in the same way Trailhawk models use red on their mirror caps and tow hooks.

Deserthawk Jeeps will also apparently feature the “Desert Rated” badge seen below. According to the presentation, the Deserthawk designation will add around $5,000 to $10,000 to the sticker price of a Jeep vehicle.


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