Jeep isn't used to not being the center of attention, it seems.

All eyes are on Ford this week as, after a wait of more than three years, the company reveals the brand new 2021 Ford Bronco - an off-road SUV par excellence, which might just be poised to take the fight to Jeep's iconic Wrangler model range.

But Jeep isn't taking the news lying down, attempting to siphon interest away from Ford's new Bronco and back to the Wrangler, first unveiling a V8-powered Jeep Wrangler Rubicon 392 concept, and later teasing its forthcoming Wrangler 4xe plug-in hybrid in a new ad.

The ad shows the Jeep Wrangler 4xe driving off-road at a decent clip as some horses graze and nap nearby, with the message: "So quiet it won't disturb naptime." The promise of quiet operation has become a key focal point in Jeep's messaging as the 4xe draws closer to launch - a benefit of its pure-electric power mode.

That's similar to how Ford has approached selling its new hybrid F-150, touting the usefulness of its onboard battery pack as a mobile power source for the worksite instead of trying to sell customers solely on its superior fuel economy.

The 2021 Jeep Wrangler 4xe was first announced at the 2020 Consumer Electronics Show, and it's set to launch this year in the US before making its way to Europe and China in 2021. Power will come from the Wrangler's familiar turbocharged 2.0L four-cylinder, working in tandem with an electric motor through an eight-speed automatic transmission.

Total output isn't expected to be any more than the current 2.0L Wrangler's 270 peak horsepower, but fuel economy should be substantially improved. We're sure its silent pure-electric mode will be a welcome perk to customers who spend any time Overlanding with the top down, however long its battery range ends up being.