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If it's Easter, it must be Moab, Utah - the home of the annual Easter Jeep Safari, a massive get together of fans of the original four-wheel-drive brand, and one that Jeep itself is always keen to bring a new few ideas.
This year, its concepts are almost all centred around the Wrangler and the undoubted star of the show is the Wrangler Trailcat. The '-cat' suffix should be enough to tell you that this is a car using the already-legendary supercharged 6.2-litre Hemi V8 engine from the Dodge Hellcat muscle car, making this far and away the most powerful Jeep model of all time with 707hp.
To help the Wrangler body and chassis cope with all that oomph, it's been stretched by 12 inches and the windscreen has been lowered by two inches. There's a massive power bulge in the bonnet, LED lights and a satin black finish for the grille.
The Trailcat also gets 17-inch 'Beadlock' wheels with massive 39-inch BF Goodrich offroad tyres as well as special off-roading axles and shock absorbers.
Inside gets the same carbon-fibre and leather bucket seats as the mighty Viper supercar.
While the Trailcat will probably get all the headlines, our favourite of the new concepts is the Crew Chief 715. Built as a salute to the classic military Jeeps, the Crew Chief is a crew-cab pickup (a production Wrangler pickup must surely finally be announced any day now...) with massive 20-inch wheels (and 40-inch tyres) and an on-board tyre inflation system that can be used to help others who've suffered punctures.
It's four-inches higher off the ground than standard, and uses a new front end design that throws obvious cues back to the original Jeep Grand Wagoneer (possibly preparing us a little for the styling of Jeep's upcoming Range Rover rival...). There's a host of special off-roading axles, suspension and a winch, while inside the cabin is described as 'non-nonsense' with canvas-and-leather seats, aircraft-style switches and a big compass.
Next up is the Jeep Shortcut, again based on the Wrangler and using, like the Crew Chief, the 3.6-litre 'Pentastar' V6 engine. It's a throwback to the simpler CJ-5 models of the fifties and features a simplified, cut-down body on a shortened Wrangler chassis. In fact, it's 26-inches shorter than a standard Wrangler and even uses simple painted steel wheels. Inside there are low-cut seats with tartan inserts and classic Jeep-style cut-down doors. It's pretty awesome looking, we reckon - simpler is better.
There are two Renegade-based concepts, the Renegade Commander, which is basically a paint-and-decals job added to which are the MySky pop-out roof panels, higher suspension and underbody protection and some upgraded seats and interior trim. The Comanche concept is a little more extreme (and again looks very much like something that might be destined for production) as it chops the Renegade down into a two-door pickup, one with a rather cool fifties-hot-rod-style roofine. It gets a longer wheelbase to be able to handle the big rear load bed and a specced up interior too.
There's one other Wrangler-based concept - the Trailstorm, which has extra space for tools and bigger fuel tanks and a camouflage exterior finish so that if you park it in the woods, you'll never find it again.
Finally, there's the FC150 - not a concept at all, but a thorough restoration job of a classic forward-control-style Jeep pickup (sensing a theme here?) from 1960. Originally built to tackle both challenging rocky trails and the harshness of a western cattle ranches, the FC150 is based on the old CJ-5 Jeep and this one has been beautifully restored, not to mention uprated. It keeps its original 4.0-litre straight-six engine and three-speed auto gearbox, but Jeep has added Wrangler chassis components underneath its gorgeously patinated body to make sure it can keep up with the young 'uns.