At this year’s SEMA Show in Las Vegas, Bestop once again grabbed the spotlight with the debut of the all-new 2-Door Bronco eTop, an expanded lineup of vibrant new color options, and updates to its EZ-Roll and EZ-Fold Tonneau covers.
The 2-Door Bronco eTop: Power Meets Pure Freedom
For years, Bronco owners have asked for it. Following the success of the 4-Door Bronco eTop and the Jeep Wrangler versions, the new 2-Door Bronco eTop brings the same effortless, powered convertible experience to the two-door market for the very first time. Compatible with Bronco model years 2021 and newer, the eTop transforms the vehicle from fully enclosed to open-air in seconds — no panels to store, no zippers to wrestle, no limits.
Under the fabric, it’s all precision engineering. The eTop is built on a foundation of laser-cut steel framing, driven by Bosch-powered motors, and wrapped in a nine-layer fabric with triple-layer insulation for all-season performance. The 30-percent tinted, convertible-grade windows reduce glare and remain neatly integrated when retracted, offering a seamless open-air experience without ever needing to remove them. Every press of the button is a reminder that freedom can be engineered — and that convenience doesn’t have to come at the expense of capability.
“Expanding the eTop line to accommodate the 2-Door Bronco market was a natural next step,” said Ken Friedman, Chief Executive Officer for Bestop. “Our mission is to make open-air driving as seamless and accessible as possible — giving every driver, from the daily commuter to the seasoned trail veteran, the freedom to live their open-air adventure with just the push of a button.”
The 2-Door Bronco eTop comes standard in black with an MSRP of $4,995, while additional color options are priced at $5,395. Pre-orders are now open at bestop.com/etop.
Life’s Better in Color: Introducing the eTop Color Collection
At SEMA, Bestop didn’t just showcase technology — it brought color to the conversation. Four new eTop shades made their debut: Merlot, Champagne, Admiral, and Smoke.
Merlot is a deep, luxurious red that evokes the warmth of a desert sunset. Champagne brings a refined, golden tan to the trails — a color that feels equally at home in the mountains or downtown. Admiral is a confident navy that recalls open skies and endless coastlines, while Smoke delivers a sleek, modern gray that pairs effortlessly with any terrain or trim.
“Open-air off-roading has always been about expression — of self, style, and adventure,” said Cassie Jordy, eTop Product Line Manager at Bestop. “These new colors fuse that spirit with the craftsmanship and innovation Bestop is known for, giving Wrangler and Bronco owners a refined way to stand out.”
Each color is crafted from the same durable, weather-resistant fabrics that define Bestop’s reputation for quality. Available for 2021 and newer Broncos and 2007 and newer Jeep Wranglers, these made-to-order tops retail for $5,395 before installation and can be ordered through bestop.com/etop.
Tonneau Covers That Go the Distance
While the spotlight shines on the eTop, Bestop also used SEMA to highlight its continued evolution in truck bed protection. The latest EZ-Roll and EZ-Fold soft tonneau covers bring premium materials and user-friendly design to the forefront. Lightweight yet durable, these covers combine sleek aesthetics with easy access and secure protection, reflecting the same commitment to craftsmanship that has defined Bestop’s products for decades.
Soft Tops Go Hard: A Campaign That Defines the Drive
To celebrate its latest innovations, Bestop is launching its new “Soft Tops Go Hard” campaign — a bold tribute to the off-road community and the people who make adventure a way of life. The campaign captures the heart of the open-air lifestyle, showcasing real stories and authentic moments from the trail, the highway, and everywhere in between. It’s about alpine climbs that test grit, spontaneous weekend escapes that rekindle connection, and those golden-hour drives that remind us why we go exploring in the first place.
“Soft Tops Go Hard” highlights the products that define Bestop’s legacy — from the powered eTop to the Sunrider for Hardtop, and the company’s rugged EZ-Roll and EZ-Fold Tonneau covers. Each product represents a different side of the same spirit: the pursuit of freedom, simplicity, and style. For Bestop, this campaign isn’t just marketing — it’s a statement of identity. Because for those who live with their top down and spirits open, freedom isn’t optional. It’s engineered.
