Jeep launches 2012 Wrangler Call of Duty MW3 Special Edition
Built on the Rubicon, the 2012 Jeep Wrangler Call of Duty: MW3 Special Edition combines game-inspired design, Mopar upgrades and a marketing push aimed at gaming and off-road fans.
Jeep brought the world of gaming and off-roading together in late 2011 with the launch of the 2012 Wrangler Call of Duty: MW3 Special Edition. This limited-run model, based on the Wrangler Rubicon, arrived in dealerships in November 2011 to coincide with the release of Activision’s "Call of Duty: Modern Warfare 3".
Distinctive features and Mopar upgrades
The MW3 Special Edition stands out with a set of aggressive 32-inch BFGoodrich Mud Terrain tyres mounted on semi-gloss black Rubicon wheels. The exterior is offered in Black or Bright Silver, both finished with "Call of Duty: MW3 Special Edition" graphics on the front fenders and a spare tyre cover. Jeep added a Mopar power-dome bonnet, winch-ready front bumper, heavy-duty rear bumper, rock rails, taillamp guards and a fuel-filler door, all designed to echo the military aesthetic of the video game. For buyers wanting even more off-road capability, dealer-installed options included a Warn winch, a 2-inch lift kit and classic five-spoke wheels.
Under the bonnet, the special edition uses Jeep’s 3.6-litre Pentastar V6, producing 285hp and paired with the Rubicon’s Trail Rated 4WD system. This means live axles with locking differentials front and rear, plus a two-speed transfer case. Jeep claimed up to 21mpg on the highway for this engine in the 2012 Wrangler.
Interior and branding details
Inside, the MW3 edition features black leather seats with Call of Duty and MW3 logos, unique gauge cluster graphics, a serialized dashboard plaque, and a dashboard grab handle with the logo. Accent stitching appears on the armrest, console lid and steering wheel. Mopar slush mats and a cargo mat (on Unlimited models) also carry the special branding, reinforcing the link to the game throughout the cabin.
Marketing campaign and partnership
The launch was supported by a multi-channel campaign that included television, print, digital and social media, as well as experiential events at GameStop locations in New York and Chicago. Jeep ran sweepstakes to give away the first MW3 Special Edition built, and even created a Facebook mini-game. Electroluminescent billboards in major US cities promoted the model with day-and-night imagery, and the tagline "The toughest vehicle in the world. Any world." was introduced to tie the Wrangler’s reputation to its in-game persona.
This was Jeep’s second collaboration with Activision, following the 2010 Black Ops Wrangler. The MW3 edition’s arrival coincided with a growing trend for manufacturers to target younger buyers through partnerships with entertainment brands, and the in-game appearance of the Wrangler model further cemented its crossover appeal.
Position among Wrangler special editions
The 2012 Call of Duty: MW3 Special Edition joined a series of limited-run Wranglers, each with its own theme and set of upgrades. The MW3 stands out for its direct tie-in with a blockbuster video game franchise and the depth of its Mopar accessory package. For buyers, it offered the appeal of exclusivity, off-road capability and pop culture cachet in a single package.
Pricing for the MW3 edition was not published at launch, but the model’s specification and marketing campaign positioned it as a premium variant within the Wrangler range for 2012. Its combination of Rubicon hardware and game-inspired branding made it a collector’s item among Jeep and Call of Duty enthusiasts.
- 32-inch BFGoodrich Mud Terrain tyres
- Mopar power-dome bonnet and winch-ready bumpers
- Black or Bright Silver paint with MW3 graphics
- 3.6-litre Pentastar V6, 285hp
- Available in two- and four-door forms
