What Does Rubicon Stand for From the Jeep Brand?

Worldwide, there is only one brand that remains completely synonymous with off-roading: Jeep. While all are built to tackle whatever comes your way, there is none as equipped to tackle the harshest off-road experiences as the Jeep Rubicon. The origin story for which the Jeep Rubicon is named is as unique as the Rubicon itself. Learn more about the Jeep Rubicon and find out what it stands for below.

Rubicon stands for off-road power

Jeep Rubicon | Scott Olsen via Getty Images

In Roman times, as a small river that marked the official border between Italy and Cisalpine Gaul. Cisalpine Gaul was a region south of the Alps ruled by Julius Caesar. In accordance with Roman law, any provincial governor who led troops across the border into Italy established himself as public enemy number one. Crossing the Rubicon meant declaring war.

the Rubicon brand name has its roots in California.

What does Rubicon mean?

In the 1800s, a river in California was named the Rubicon after the Rubicon River in Italy. Soon after, a road was built that crossed the Rubicon River and connected the cities of Georgetown and Lake Tahoe. This road has also been given the name of Rubicon. Rubicon Road connected two hotel complexes, Wentworth Springs and Rubicon Springs. Eventually, both locations were closed and the Rubicon road was completely abandoned.

In the 1950s, off-roaders began to rediscover the Rubicon road. Soon, the nearby city of Georgetown decided to organize a Jeep tour from Georgetown to Lake Tahoe via the Rubicon Trail. In August of 1953, the event came to life when 55 Jeeps and over 150 participants took off on a 22-mile course that contains some of the toughest but also the most beautiful off-road experiences. The event was officially named “.” This unique off-road experience along the Rubicon Trail is held on the last weekend of July every year.

Check out the three Rubicon finishes offered by Jeep


The Rubicon has a long history in the Jeep lineup as a hallmark of rugged off-road power. In 2023, Jeep offers three Rubicon trim levels. Two Rubicon trims are offered on the Wrangler and one is offered as a trim on the Gladiator. Either way, the Rubicon trims turn out to be the models that offer the most off-road capabilities.

When it comes to the Jeep Wrangler, Jeep reports that the MSRP of an entry-level 2023 Wrangler is $31,195. With the Wrangler comes the choice of two updated Rubicon trim levels. reports that the 2023 Wrangler 4-Door Rubicon 4×4 has an MSRP of $47,495. By comparison, it has an MSRP of $82,495.

According to , the MSRP of a 2023 pickup-style Jeep Gladiator is $38,775. By comparison, the updated 2023 Gladiator Rubicon 4×4 trim level has an MSRP of $51,490. While Rubicon trims are a bit more expensive, with the extra cash comes the Rubicon’s legendary off-road capabilities.

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