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Although Jeep made an announcement at the start of this week for its new flagship Wrangler, its most capable off-roader was shown for the first time in person to journalists at the 2017 King of the Hammers today.

Jeep sponsored the media tent this year at the 11th running of the Hammers, taking over as media sponsor from Mopar. “It’s important for us as a company to be here… mining this community for ideas, seeing how our products are used, and gathering suggestions for the brand,” said Scott Brown, West Coast Public Relations for Jeep.

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The Rubicon Recon was unveiled to the media this evening as the Smittybilt Everyman Challenge was finishing up for the day, and most of the media (at least those not still out on the course) were in attendance. The new Jeep model replaces the Hard Rock as the top dog in terms of Wrangler capability thanks to a reinforced front axle that features strengthened tubes, thicker knuckles and heavy-duty cast front and rear differential covers. The Recon also features rock rails that are shortened slightly to accommodate 35-inch tires.

The Jeep Wrangler Rubicon Recon is arriving in dealerships now.

MORE: 2017 King of the Hammers

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