Jeep is one of the most iconic car brands in the world, and is associated with adventure, exploration, reliability, and off-roading prowess. Naturally, the question of which car company owns Jeep has been on many car-lovers’ and auto-enthusiasts’ minds for quite some time. To answer that, the short answer is that Jeep is owned by the multinational automotive giant, Stellantis. But, the story of Jeep’s ownership is much more complex, uncertain, and interesting than a single sentence could ever tell.
In 1941, Jeep was first released and produced by the Willys-Overland Motor Company, and it soon spawned a civilian version and alternative renditions, such as the Jeep station wagon, capable of taking families and small teams on trips. Since then, Jeep has been part of a few different automotive corporations. In 1970, American Motors (AMC) bought Jeep from Willys-Overland, and in 1987, Chrysler Corporation acquired American Motors and, with it, rights to the Jeep brand.
The Jeep brand was positioned as a subsidiary to the Dodge car company but often seen as separate from them, each having different markets, goals, and sales figures. In 1998, Daimler-Chrysler merged, and the combined powerhouse of Jeep and the Dodge car brand were seen as a major driving force in the automotive industry. Perhaps one of the most interesting turns in the story of Jeep is when it was owned by Cerberus Capital Management. They decided to move the US operations of Jeep overseas, but luckily, the plans didn’t come to fruition.
Chrysler decided to take ownership back of the Jeep brand in 2009 and continued until 2014, when Fiat acquired a major stake in the company. This then led to the formation of the Fiat Chrysler Automobiles (FCA) with the Jeep brand as an integral part of the lineup. In 2021, Stellantis was born when PSA merged with FCA, a deal that made Stellantis the fourth-largest auto manufacturer in the world; a major powerhouse in the four-wheeled market. So, after 110 years of production, and traversing the entirety of the auto industry from Willys-Overland to Stellantis, Jeep has settled with one major player – one that surely understands the culture and heritage of the legendary vehicle and has big plans laid out for its future.
Design And Image History
The distinctive look of the Jeep is based on the original originated design of a pilot vehicle made for the United States Army by Willys-Overland. They received the contract to manufacture the vehicle as a pilot batch. Subsequent batches were produced by Ford that had a nearly identical look. The vehicles became known as “Jeeps” in reference to their devotion to the cause, whether being the savior of a situation or a risky venture. The term became so popular in media and the vernacular that it eventually went on to become the name of the entire car brand.
Today, automotive brands actively seek out ways to increase brand awareness and corresponding sales. As far as the Jeep brand is concerned, they’ve done an excellent job of leveraging the off-roading ethos and adventure-seeking vibe associated with the name. Furthermore, they’ve also sought to capitalize on the ‘toughness’ inherent in the name, making Jeep cars a representation of courage, power, and relentless perseverance. This strategy has clearly panned out well, as the Jeep brand has become synonymous with all of the values mentioned above.
Evolving Models And Expansion
The car company has come a long way since the Willys-Overland days, with a multitude of models available on the market. The most recognizable model is arguably still the Jeep Wrangler, an off-road icon that was just recently remodeled for the 2021 model year, providing a blend of volumetric and classic design choices. A new and interesting addition to the lineup is the Jeep Grand Cherokee L, an extended 3-row version of the Jeep Grand Cherokee released in 2020.
Jeep is also in the process of offering many electrified variants of the iconic models and brand-new vehicles. The Jeep Renegade was the first vehicle from the brand to get the plug-in hybrid treatment, but the rennaissance of the brand to offer many more green-friendly options like the Jeep Wrangler 4xe and Jeep Compass 4xe are available to compete with modern electric models.
Not to be confused with the electric vehicles, Jeep has also released two plug-in hybrid models, the Jeep Renegade and Compass PHEVs. These two vehicles are designed to appeal to daily drivers who need a reliable all-rounder that delivers good gas mileage and a reasonable all-electric range without having to break the bank. Furthermore, the plug-in hybrid technology is also complemented by a 4×4 system and a customizable driving experience, something that is unique to the Jeep brand.
Jeep Off-Road Capabilities
The Jeep brand has been one of the pioneers in providing off-road driving capabilities in civilian vehicles and enabling folks to explore the wild and daring outdoors. In fact, with the distinctive four-wheel-drive system, Jeep can easily go where most cars have never gone. This four-wheel-drive system is capable of providing exceptional grip, power, balance, and maneuverability, differentiating Jeep from other off-road brands like Land Rover and Toyota.
To accommodate the needs of different types of terrain and applications, Jeep has four different off-road features on offer. These include the Rock-trac 4-wheel drive system, designed for the most hazardous conditions and to provide the most torque and power; Quadra-Lift Air Suspension, providing smoother rides and up to 10.8 inches of wheel articulation; Selec-terrain System, a series of different traction profiles for different types of surfaces; and Selec-speed Control, a system that automatically maintains selected vehicle speed in different terrains and situations.
Jeeps Popularity and Reputation
The reputation of Jeep today is at an all-time high, and the brand commands one of the most loyal customer bases in the industry. Office parks, urban centers, small towns, and every imaginable terrain and setting has been seen sporting the Jeep logo. The company’s success can also be attributed to their digital marketing campaigns and outreach, leveraging customer stories and imagery of Jeep vehicles in taking people on extraordinary adventures, reinforcing the brand image of exploration and being a driving force against the status quo.
Jeep’s customer base often mention the joy of engaging with a brand that shares the same passions and values. Furthermore, the customer base of Jeep often refers to owning a vehicle from the company as being part of a larger community; where you’re part of a collective of adventurers, innovators, and storytellers, sharing similar ideals and perspective.
Real World Applications and Competitors
The Jeep brand has had a long and storied history of supplying military and everyday consumers with reliable and robust vehicles. Today, the military still uses Jeeps, alongside Humvees and other vehicles. Furthermore, organizations like the Red Cross and other troops have also used the Jeep name with great success in the real world.
In terms of consumer markets, Jeep stands toe to toe with fierce competitors like Toyota, Ford, GM, and other multinational auto giants. Recently, Jeep also faced good competition from Chinese companies like Geely and Zhong en. Jeep not only faced the challenge of taking on competitors that have been in the market longer but additionally, the rise of new entrants with a wide array of fresh, competitive offerings.
Financial Performance and Expert Insights
The Jeep brand currently holds 13% of the global auto-market share, an incredibly impressive figure. It boasts a net income of $8.4 billion and total assets of $168.1 billion. What is even more impressive is the growth shown by the brand in North America,which accounted for 67.4% of the brand’s total global revenue.
With such rapid success, the company has also become experts in the field, providing insights and assisting other automotive giants. For example, previous CEO and President, Sergio Marchionne, was credited with steering Fiat Chrysler and leading their transition plans to ensure their success in the US market and beyond, while taking strong measures to modernize the brand and create an accessible offering.
The expert knowledge, skill, and insight brought to the table by the Fiat Chrysler-Stellantis team has clearly been an important factor in the success of Jeep and will continue to be so in times to come.
Social Impact Of Jeep
Jeep has become more than just an auto brand, it has also become a social phenomenon. The company works closely with numerous conservation organizations and charities, to help promote environmentally-friendly products, clean up waterways and restore wells. Jeep has been a major part of outdoor environmental conservation projects, helping to instill a sense of respect for nature among audiences.
For corporate social responsibility, Jeep donates sizable funds each year to charity and seldomly speaks publicly about donations. Examples of initiatives that Jeep has been involved in include cleaning up bodies of water, planting endangered species, teaching sustainability through recycled materials, and awareness campaigns.
Besides its social and environmental initiatives, Jeep sponsors numerous events and organizations, from small local events to bigger global initiatives. Jeep has also teamed up with notables charities such as the American Cancer Society, American Red Cross and the San Antonio-based United Way, providing monetary donations as well as offering vehicles for charity events and drives.
Future Of Jeep
The Jeep brand is set to advance their ideas further in the near future. With the launch of the Jeep Gladiator and the Wrangler, the car company has firmly cemented its legacy in the off-roading and pick-up truck market. That said, the brand will continue to fine-tune the technology and use expert knowledge to build resilient and reliable cars.
The brand also plans to revamp the interior technologies to stay competitive and up to date with new trends and advancements. Along with more advanced interior technologies and EV models, Jeep also has a goal of selling 1 million EV vehicles per year by 2022. Finally, the company plans to extend its reach beyond the US market and explore complex markets in the Middle East and Asia.
