Area served Worldwide
Headquarters Toledo, Ohio, U.S.
|Key people Michael Manley (CEO of Jeep Division)Sergio Marchionne (CEO of FCA US LLC)|
Similar Dodge, Land Rover, Chevrolet
Jeep is a brand of American automobiles that is a division of FCA US LLC (formerly Chrysler Group, LLC), a wholly owned subsidiary of Fiat Chrysler Automobiles. The former Chrysler Corporation acquired the Jeep brand, along with the remaining assets of its owner American Motors, in 1987. The division is headquartered in Toledo, Ohio. Jeep's current product range consists solely of sport utility vehicles and off-road vehicles, but has also included pickup trucks in the past.
- Bantam Reconnaissance Car
- Willys MA and Ford GP
- Origin of the name
- World War II Jeeps
- Post war military Jeeps
- The CJ V35U
- The M715
- The Jeep brand
- Off road abilities
- Historical and military models
- Jeep Forward Control Jeep Jeepster Jeep FJ
- Jeep CJ
- Jeep DJ
- Jeep SJ
- Jeep Cherokee XJ
- Jeep Comanche
- Jeep Wrangler
- ZJ WJ and WK models
- XK models
- KJ models
- MK model
- Current models
- Future models
- Concept vehicles
- Jeeps around the world
- Jeep apparel and sponsorships
The original Jeep was the prototype Bantam BRC. Willys MB Jeeps went into production in 1941 specifically for the military, arguably making them the oldest four-wheel drive mass-production vehicles now known as SUVs. The Jeep became the primary light 4-wheel-drive vehicle of the United States Army and the Allies during World War II, as well as the postwar period. The term became common worldwide in the wake of the war. Doug Stewart notes:
The spartan, cramped, and unstintingly functional jeep became the ubiquitous World War II four-wheeled personification of Yankee ingenuity and cocky, can-do determination.
The first civilian models were produced in 1945. It inspired a number of other light utility vehicles, such as the Land Rover. Many Jeep variants serving similar military and civilian roles have since been designed in other nations.
Bantam Reconnaissance Car
When it became obvious that the United States was eventually going to become involved in the war raging in Europe, the U.S. Army contacted 135 companies asking for working prototypes of a four-wheel-drive reconnaissance car. Only two companies responded to the request: American Bantam Car Company and Willys-Overland. The Army had set what seemed like an impossible deadline of 49 days to supply a working prototype. Willys asked for more time, but was refused. The bankrupt American Bantam Car Company had no engineering staff left on the payroll and solicited Karl Probst, a talented freelance designer from Detroit. After turning down Bantam's initial request, Probst responded to an Army request and commenced work, initially without salary, on July 17, 1940.
Probst laid out full plans for the Bantam prototype, known as the BRC or Bantam Reconnaissance Car, in just two days, working up a cost estimate the next. Bantam's bid was submitted, complete with blueprints, on July 22. While much of the vehicle could be assembled from off-the-shelf automotive parts, custom four-wheel drivetrain components were to be supplied by Spicer. The hand-built prototype was completed in Butler, Pennsylvania, and driven to Camp Holabird, Maryland, for Army testing September 21. The vehicle met all the Army's criteria except engine torque.
As World War II had already begun in Asia, with Japan expanding in China, Manchuria and Southeast Asia, the Imperial Japanese Army was using a small four-wheel-drive car for reconnaissance and troop movements, having introduced the Kurogane Type 95 in 1936.
Willys MA and Ford GP
The Army felt that the Bantam company was too small to supply the number of vehicles it needed, so it supplied the Bantam design to Willys and Ford, who were encouraged to make their own changes and modifications. The resulting Ford "Pygmy" and Willys "Quad" prototypes looked very similar to the Bantam BRC prototype, and Spicer supplied very similar four-wheel drivetrain components to all three manufacturers.
Fifteen hundred of each of the three models (Bantam BRC-40, Ford GP, and Willys MA) were built and extensively field-tested. Delmar "Barney" Roos, Willys-Overland's chief engineer, made design changes to meet a revised weight specification (a maximum of 1,275 lb (578 kg), including oil and water). He was thus able to use the powerful but comparatively heavy Willys "Go Devil" engine, and win the initial production contract. The Willys version of the car would become the standardized Jeep design, designated the model MB and was built at their plant in Toledo, Ohio. The familiar pressed-metal Jeep grille was actually a Ford design feature and incorporated in the final design by the Army.
Since the War Department required a large number of vehicles to be manufactured in a relatively short time, Willys-Overland granted the United States Government a non-exclusive license to allow another company to manufacture vehicles using Willys' specifications. The Army chose Ford as the second supplier, building Jeeps to the Willys' design. Willys supplied Ford with a complete set of plans and specifications. American Bantam, the creators of the first Jeep, built approximately 2700 of them to the BRC-40 design, but then spent the rest of the war building heavy-duty trailers for the Army.
Origin of the name
Many explanations of the origin of the word jeep have proven difficult to verify. The most widely held theory is that the military designation GP (for Government Purposes or General Purpose) was slurred into the word Jeep in the same way that the contemporary HMMWV (for High-Mobility Multi-purpose Wheeled Vehicle) has become known as the Humvee. Joe Frazer, Willys-Overland President from 1939 to 1944, claimed to have coined the word jeep by slurring the initials G.P. There are no contemporaneous uses of "GP" before later attempts to create a "backronym."
A more detailed view, popularized by R. Lee Ermey on his television series Mail Call, disputes this "slurred GP" origin, saying that the vehicle was designed for specific duties, and was never referred to as "General Purpose" and it is highly unlikely that the average jeep-driving GI would have been familiar with this designation. The Ford GPW abbreviation actually meant G for government use, P to designate its 80-inch (2,000 mm) wheelbase and W to indicate its Willys-Overland designed engine. Ermey suggests that soldiers at the time were so impressed with the new vehicles that they informally named it after Eugene the Jeep, a character in the Thimble Theatre comic strip and cartoons created by E. C. Segar, as early as mid-March 1936. Eugene the Jeep was Popeye's "jungle pet" and was "small, able to move between dimensions and could solve seemingly impossible problems."
The word jeep, however, was used as early as 1914 by US Army mechanics assigned to test new vehicles. In 1937, tractors which were supplied by Minneapolis Moline to the US Army were called jeeps. A precursor of the Boeing B-17 Flying Fortress was also referred to as the jeep.
Words of the Fighting Forces by Clinton A. Sanders, a dictionary of military slang, published in 1942, in the library at The Pentagon gives this definition:Jeep: A four-wheel drive vehicle of one-half- to one-and-one-half-ton capacity for reconnaissance or other army duty. A term applied to the bantam-cars, and occasionally to other motor vehicles (U.S.A.) in the Air Corps, the Link Trainer; in the armored forces, the ½-ton command vehicle. Also referred to as "any small plane, helicopter, or gadget."
This definition is supported by the use of the term "jeep carrier" to refer to the Navy's small escort carriers.
Early in 1941, Willys-Overland demonstrated the vehicle's off-road capability by having it drive up the steps of the United States Capitol, driven by Willys test driver Irving "Red" Haussman, who had recently heard soldiers at Fort Holabird calling it a "jeep." When asked by syndicated columnist Katharine Hillyer for the Washington Daily News (or by a bystander, according to another account) what it was called, Irving answered, "It's a jeep."
Katharine Hillyer's article was published nationally on February 19, 1941, and included a picture of the vehicle with the caption:LAWMAKERS TAKE A RIDE- With Senator Meade, of New York, at the wheel, and Representative Thomas, of New Jersey, sitting beside him, one of the Army's new scout cars, known as "jeeps" or "quads", climbs up the Capitol steps in a demonstration yesterday. Soldiers in the rear seat for gunners were unperturbed.
Although the term was also military slang for vehicles that were untried or untested, this exposure caused all other jeep references to fade, leaving the 4x4 with the name.
The original trademark brand-name application was filed in February 1943 by Willys-Overland. It is also used as a generic term as the lowercase "jeep" for vehicles inspired by the Jeep that are suitable for use on rough terrain.
World War II Jeeps
Final production version Jeeps built by Willys-Overland were the Model MB, while those built by Ford were the Model GPW (G=government vehicle, P designated the 80" wheelbase, and W = the Willys engine design). There were subtle differences between the two. The versions produced by Ford had every component (including bolt heads) marked with an "F". Willys also followed the Ford pattern by stamping its name into some body parts, but stopped this in 1942. The cost per vehicle trended upwards as the war continued from the price under the first contract from Willys at US$648.74 (Ford's was $782.59 per unit). Willys-Overland and Ford, under the direction of Charles E. Sorensen (Vice-President of Ford during World War II), produced about 640,000 Jeeps towards the war effort, which accounted for approximately 18% of all the wheeled military vehicles built in the U.S. during the war.
Jeeps were used by every service of the U.S. military. An average of 145 were supplied to every Army infantry regiment. Jeeps were used for many purposes, including cable laying, saw milling, as firefighting pumpers, field ambulances, tractors and, with suitable wheels, would even run on railway tracks. An amphibious jeep, the model GPA, or "seep" (Sea Jeep) was built for Ford in modest numbers but it could not be considered a huge success—it was neither a good off-road vehicle nor a good boat. As part of the war effort, nearly 30% of all Jeep production was supplied to Great Britain and to the Soviet Red Army.
Post-war military Jeeps
The Jeep has been widely imitated around the world, including in France by Delahaye and by Hotchkiss et Cie (after 1954, Hotchkiss manufactured Jeeps under license from Willys), and in Japan by Mitsubishi Motors and Toyota. The utilitarian good looks of the original Jeep have been hailed by industrial designers and museum curators alike. The Museum of Modern Art described the Jeep as a masterpiece of functionalist design, and has periodically exhibited the Jeep as part of its collection. Ernie Pyle called the Jeep, along with the Coleman G.I. Pocket Stove, "the two most important pieces of noncombat equipment ever developed." Jeeps became even more famous following the war, as they became available on the surplus market. Some ads claimed to offer "Jeeps still in the factory crate." This legend persisted for decades, despite the fact that Jeeps were never shipped from the factory in crates (although Ford did "knock down" Jeeps for easier shipping, which may have perpetuated the myth).
The Jeepney is a unique type of taxi or bus created in the Philippines. The first Jeepneys were military-surplus MBs and GPWs, left behind in the war-ravaged country following World War II and Filipino independence. Jeepneys were built from Jeeps by lengthening and widening the rear "tub" of the vehicle, allowing them to carry more passengers. Over the years, Jeepneys have become the most ubiquitous symbol of the modern Philippines, even as they have been decorated in more elaborate and flamboyant styles by their owners. Most Jeepneys today are scratch-built by local manufacturers, using different powertrains. Some are even constructed from stainless steel.
In the United States military, the Jeep has been supplanted by a number of vehicles (e.g. Ford's M151) of which the latest is the Humvee.
After World War II, Jeep began to experiment with new designs, including a model that could drive under water. On February 1, 1950, contract N8ss-2660 was approved for 1,000 units "especially adapted for general reconnaissance or command communications" and "constructed for short period underwater operation such as encountered in landing and fording operations." The engine was modified with a snorkel system so that the engine could properly breathe under water.
In 1965, Jeep developed the M715 1.25-ton army truck, a militarized version of the civilian J-series Jeep truck, which served extensively in the Vietnam War. It had heavier full-floating axles and a foldable, vertical, flat windshield. Today, it serves other countries, and is still being produced by Kia under license.
The CJ ("Civilian Jeep") series began in 1945 with the CJ-2A, followed by the CJ-3B in 1953. These early Jeeps are commonly referred to as "flatfenders" because their front fenders were flat across the front, the same as their military precedents, the Willys MB and identical Ford GPW models. The CJ-4 exists only as a 1951 prototype, and is the "missing" link between the flat-fendered CJ-2A and CJ-3B and the round-fendered CJ-5 first introduced in 1955.
The Jeep brand
The brand has gone through many owners, starting with Willys, which produced the first Civilian Jeep (CJ) in 1945. As the only company that continually produced Jeep vehicles after the war, in June 1950 Willys-Overland was granted the privilege of owning the name "Jeep" as a registered trademark. Willys was sold to Kaiser Motors in 1953, which became Kaiser-Jeep in 1963. American Motors Corporation (AMC) purchased Kaiser's money-losing Jeep operations in 1970. The utility vehicles complemented AMC's passenger car business by sharing components, achieving volume efficiencies, as well as capitalizing on Jeep's international and government markets.
The French automaker Renault began investing in AMC in 1979. However, by 1987, the automobile markets had changed and even Renault itself was experiencing financial troubles. At the same time, Chrysler Corporation wanted to capture the Jeep brand, as well as other assets of AMC. Chrysler bought out AMC in 1987, shortly after the Jeep CJ-7 was replaced with the AMC-designed Jeep Wrangler or YJ. Chrysler merged with Daimler-Benz in 1998 to form DaimlerChrysler. DaimlerChrysler eventually sold most of their interest in Chrysler to a private equity company in 2007. Chrysler and the Jeep division operated under Chrysler Group LLC, until December 15, 2014, when the name was changed to FCA US LLC.
Jeeps have been built under licence by various manufacturers around the world, including Mahindra in India, EBRO in Spain, and several in South America. Mitsubishi built more than 30 different Jeep models in Japan between 1953 and 1998. Most of them were based on the CJ-3B model of the original Willys-Kaiser design.
Toledo, Ohio has been the headquarters of the Jeep brand since its inception, and the city has always been proud of this heritage. Although no longer produced in the same Toledo Complex as the World War II originals, two streets in the vicinity of the old plant are named Willys Parkway and Jeep Parkway. The Jeep Wrangler and Jeep Cherokee are built in the city currently, in separate facilities, not far from the site of the original Willys-Overland plant.
American Motors set up the first automobile-manufacturing joint venture in the People's Republic of China on January 15, 1984. The result was Beijing Jeep Corporation, Ltd., in partnership with Beijing Automobile Industry Corporation, to produce the Jeep Cherokee (XJ) in Beijing. Manufacture continued after Chrysler's buyout of AMC. This joint venture is now part of DaimlerChrysler and DaimlerChrysler China Invest Corporation. The original 1984 XJ model was updated and called the "Jeep 2500" toward the end of its production that ended after 2005.
A division of FCA US LLC, the most recent successor company to the Jeep brand, now holds trademark status on the name "Jeep" and the distinctive 7-slot front grille design. The original 9-slot grille associated with all World War II jeeps was designed by Ford for their GPW, and because it weighed less than the original "Slat Grille" of Willys (an arrangement of flat bars), was incorporated into the "standardized jeep" design.
The history of the HMMWV (Humvee) has ties with Jeep. In 1971, Jeep's Defense and Government Products Division was turned into AM General, a wholly owned subsidiary of American Motors Corporation, which also owned Jeep. In 1979, while still owned by American Motors, AM General began the first steps toward designing the Humvee. AM General also continued manufacturing the two-wheel-drive DJ, which Jeep created in 1953. The General Motors Hummer and Chrysler Jeep have been waging battle in U.S. courts over the right to use seven slots in their respective radiator grilles. Chrysler Jeep claims it has the exclusive rights to use the seven vertical slits since it is the sole remaining assignee of the various companies since Willys gave their postwar jeeps seven slots instead of Ford's nine-slot design for the Jeep.
Jeep advertising has always emphasized the vehicle's off-road capabilities. Today, the Wrangler is one of the few remaining four-wheel-drive vehicles with solid front and rear axles. These axles are known for their durability, strength, and articulation. New Wranglers come with a Dana 44 rear differential and a Dana 30 front differential. The upgraded Rubicon model of the JK Wrangler is equipped with electronically activated locking differentials, Dana 44 axles front and rear with 4.10 gears, a 4:1 transfer case, electronic sway bar disconnect and heavy duty suspension.
Another benefit of solid axle vehicles is they tend to be easier and cheaper to "lift" with aftermarket suspension systems. This increases the distance between the axle and chassis of the vehicle. By increasing this distance, larger tires can be installed, which will increase the ground clearance, allowing it to traverse even larger and more difficult obstacles. In addition to higher ground clearance, many owners aim to increase suspension articulation or "flex" to give their Jeeps greatly improved off-road capabilities. Good suspension articulation keeps all four wheels in contact with the ground and maintains traction.
Useful features of the smaller Jeeps are their short wheelbases, narrow frames, and ample approach, breakover, and departure angles, allowing them to fit into places where full-size four-wheel drives have difficulty.
Historical and military models
Jeep Forward Control, Jeep Jeepster, & Jeep FJ
(Forward Control Jeep)
(Full Size Jeep)
Jeep Cherokee (XJ)
(Metric Ton Jeep Comanche)
ZJ, WJ, and WK models
(Jeep Grand Cherokee)
The Jeep brand currently produces five models, but 8 vehicles are under the brand name or use the Jeep logo:
Jeeps around the world
Jeeps have been built and/or assembled around the world by various companies.
Jeep apparel and sponsorships
Jeep is also a brand of apparel of outdoor lifestyle sold under license. It is reported that there are between 600 and 1,500 such outlets in China, vastly outnumbering the number of Jeep auto dealers in the country.
In April 2012 Jeep signed a shirt sponsorship deal worth €35m ($45m) with Italian football club Juventus.
In August 2014 Jeep signed a sponsorship deal with Greek football club AEK Athens F.C..