The stunning desert vistas of the semi-remote Utah town of Moab will once again tremble to the sights and sounds of the Easter Jeep Safari next week.
Normally a haven for mountain bikers, the area is often used in film and television, often doubling for alien landscapes.
Offering such huge scope for off-road exploration, the event has become something of a Jeep-owners' hoedown; fans pour into the rural community of less than 5000 from all over the US.
Jeep also uses the event to show off its design directions and, this year, no less than six concepts will be along for the aficionados to examine, mostly for clues as to what's on the horizon for Jeep.
Of the six, we've seen three teased in sketches in a style reminiscent of comic books or classic propaganda poster art.
The three concepts here are the Mighty FC concept, Jeep J-12 concept and the Jeep Wrangler Apache.
The concepts have come together in collaboration with Mopar, Chrysler's OEM parts manufacturer, so expect lots of 'accessorisation' such as canoes, winches and things.
The Easter Jeep Safari kicks off on March 31 and lasts until April 8.