It's Easter, which means it's time for the annual Easter Jeep Safari in Moab, Utah - one of the global epicentres for serious off-roading. Every year thousands of Jeep fans gather and every year Jeep grabs the opportunity to show off new concepts and accessories to the gathered faithful.
With Chrysler pulling out of Ireland and a greater emphasis on the Jeep brand for sales here it's worth paying attention.
Our clear favourite is the Chief, a Wrangler based surfer dude car with a Hawaiian shirt interior and styling based on classic Cherokees and Wagoneers of the seventies. It's the blue and white one and it's epic cool.
Also nudging the cool-o-meter into the red is the Grand Cherokee Overlander. We like the GC rather a lot anyway but stick a two-man pop-up tent on the roof and we just adore it.
There are three more Wrangler based concepts including a Staff Car that pays homage to Jeep's army origins, a bright red off-road rescue and medical assistance car and an Africa edition that majors on long-range fuel endurance and extra cargo space.
The Renegade goes on sale here soon and it's a really nice little thing, so it's good to see that the Desert Hawk shows off some natty seat covers, exterior body protection and a rather fetching beige paint job. Yes, we like beige...
Finally, there's the Cherokee Canyon - which underlines the Cherokee's serious off-road nature by fitting taller suspension, heavy duty off road axles and gearbox and trick electronics to make sure you don't get stuck off road.
Jeep has big ambitions for global sales but will Irish customers wake up to the brand's appeal? Well, what do you think - see anything here you'd be happy to have on your driveway?