#Desert

Corporate tie-ups with successful gearheads aren’t new – witness any number of NASCAR sponsorships, for example – but those partnerships often just extend to a few photos of the star holding up examples of the product du jour and mugging for the camera.

That’s why it’s always a good day when the mashup results in a ten-minute film that's arguably better than some of the tripe trotted out by Hollywood. 

If you’ve felt something is missing from your new Porsche 911 – say, an ability to blast dunes or conquer snow and ice – then a variant scheduled for the L.A. Auto Show should be right up your alley.

Jeeping in Moab isn’t only a neologism — it’s also a tradition. Like most traditions (anniversaries, birthdays, etc.) it’s hard to pin when the rites began, why they started, or – most importantly – why they continue. For people who live in and around Moab, Jeeping is a mostly tolerable exercise that pours money into the small, southern Utah town that welcomes more its hikers, bikers and frequent hitchhikers to its two spectacular national parks than any rolling convoy of rock-crawling muscle.

I’m guessing very few people in the town can remember why the first person took a motorized vehicle up a beautiful geological formation and into the sand behind it.

Jeeping is also mildly entertaining for locals, up until the moment someone rolls up the hill in a car that looks like it has very little business being there. Then it becomes wonderfully fascinating for everyone.