Jeep is again the title sponsor of the event, so, in addition to the usual splash of corporate branding and hospitality, Fiat Chrysler's SUV brand has teamed with Garage Italia Customs to create a one-off vehicle.
According to the marque, the Renegade Hell's Revenge is a "tribute to Harley owners and to all bikers who share the same values and lifestyle and confirms the strong affinities between the two brands".
The company's design centre chose flames for its motif as they "represent passion, a main value in both the Harley and Jeep worlds". The fluorescent flames are said to recall "the particular airbrushing technique used on motorcycle tanks".
Garage Italia Customs has also given the interior of the Hell's Revenge the flame treatment, with the entire dashboard mould painted in striking yellows, oranges and reds. The Renegade's seats are trimmed in a mixture of Foglizzo Nappa leather and black denim, and finished off with yellow highlights and orange stitching.
To give the Renegade a little extra off-road cred, the Hell's Revenge is fitted with a suspension lift kit, a new skid plate, and black alloy wheels with off-roading tyres. There are also LED spotlights mounted at the base of the A-pillars.
Motivation for the Hell's Revenge comes from a 125kW 2.0-litre turbo-diesel engine, which is hooked up to a nine-speed automatic transmission.