Gladiator
Camp Jeep returned to the 2025 Toronto Auto Show with an even bolder, more extreme course—solidifying its place as one of the show’s most talked-about attractions. This year’s course introduced new obstacles that pushed the limits of off-road excitement, giving fans a chance to experience the capability and control of Jeep vehicles in a dynamic and immersive way.
Precision drivers from Gordinier Group once again led the charge, expertly navigating guests through the expanded course filled with steep climbs, curved articulation wedges, and the kind of rugged terrain Jeep is built for. The experience wasn’t just about thrills—it gave thousands of attendees a real-world feel of Jeep’s legendary 4×4 performance. As one guest put it, “Camp Jeep is taking adventure to the next level!”
From adrenaline-seekers to families looking for a fun ride, Camp Jeep offered something for everyone. Social media buzzed with excitement, calling the activation a “great experience for the family” and “highly recommended.” With long lines and enthusiastic crowds throughout the show, the popularity of the attraction underscored Jeep’s unique blend of adventure, innovation, and community.
As the Auto Show wrapped up, one thing was clear—Jeep, alongside Gordinier Group, delivered an unforgettable off-road experience that set a new standard for what guests expect from interactive auto show exhibits.
Camp Jeep brought serious excitement to the 2025 Houston Auto Show, thrilling guests with heart-pounding rides and unforgettable experiences. Across the five-day event, the course stayed busy as word spread quickly about the steep Jeep hill and the skilled drivers behind the wheel. With every turn, tilt, and climb, our product specialists showcased the true capability of Jeep vehicles—safely and confidently.
Guests were blown away by what they experienced firsthand. “That was really impressive,” said one rider after conquering a 35-degree incline and 30-degree side tilt. Another marveled at the 4xe hybrid’s electric mode, calling it “super quiet and incredibly smooth.”
One visitor even confessed, “I have a Bronco, but this hill descent alone makes me want to consider a Wrangler.”
The articulation obstacle drew attention to the Wrangler’s unmatched suspension, while the entire course gave guests a new perspective on Jeep’s versatility—on and off the trail. Reactions ranged from surprise to admiration, with many guests commenting on how much more capable their own vehicles were than they realized.
As our team put the final touches on the Camp Jeep course outside the main entrance of Javits Center, the excitement began to set in. This year we celebrated our 20th anniversary of sharing the Camp Jeep Experience with the guests of the New York International Auto Show.
We’ve had 20 years of thrill rides along 11th Ave on the west side of Manhattan. 20 years of being exposed to the elements. This year was no different. Wind, rain, sleet, you name it. The team adapted and continued to provide a memorable experience for our guests.
Little did we know Mother Nature had an anniversary surprise for us. At 10:20 AM on April 5th, a 4.8 magnitude earthquake struck the NYC region. It was the largest seen in the last century but resulted in no damage and everyone remained safe.
Despite the challenges posed, some unprecedented, Gordinier Group delivered some impressive metrics for the show.
- Over 31,000 passengers
- Over 12,000 safe laps of a challenging course
- Countless smiles
And to quote some of our guests:
- “I missed the Jeep track at the Philly Auto show, so I made my way to NY when I saw that Jeep was here. This track has become an annual thing for our family, and we are so happy we were able to do it this year.”
- “Thank you for being the best thing at the auto show again and again, no one has topped this ride yet.”
- “Glad to see Jeep at the show this year, I bought my 2023 Gladiator last year after riding on this track.”
- “We love the vibe at Jeep. Always a great time.”
We can’t wait to see what the next 20 years have in store! Thank you, NYC!
The team arrived early to complete our most ambitious show floor buildout to date. The layout designed by our partners at George P Johnson consisted of the following:
- 200+ tons of flagstone and boulders
- 50 live trees
- 350 yards of dirt and mulch
Once complete, these natural elements coupled with large-scale graphics and extreme driving obstacles created the perfect setting for our guests to experience three separate activations.
First up, the media reveal of the 2024 Jeep Gladiator line-up. Our precision drivers made dynamic entrances into the presentation space to showcase three different trim levels of the new mid-sized truck. The crowd was large, and media impressions were strong! Goal one…check.
Once the show opened to the public, goals two and three came in quick succession. The Camp Jeep Team hosted over 20,000 guests while navigating new and challenging obstacles which included a 23-foot hill with a 40-degree incline/decline, a narrow crevasse, and an off-camber articulation bridge.
Meanwhile, our RAM Truck Territory Team had a bit of fun while hosting over 15,000 guests. New assets on the course included an 18-foot hill with a 30-degree incline/decline, a log crawl, and dual-turn articulation wedges.
Both activations ran flawlessly for the duration of the show enabling guests to experience the innate capability, strength, and comfort of both Jeep and RAM vehicles. A win for all and on our home ice too (so to speak)! Thank you, Detroit!
