Jeep was born in 1941, not as a civilian vehicle, but as a response to a United States Department of Defense tender seeking a lightweight, multi-purpose vehicle with rigorous specifications. Willys Overland thus developed the “General Purpose Vehicle,” from which the name Jeep was derived.
In 1945, after the end of World War II, the Jeep CJ was launched as the first model for the civilian market
As a military vehicle, the Jeep achieved extraordinary success. Designed to transport troops, it proved extremely versatile: it became a command vehicle, ambulance, weapons support, snowplow, and artillery towing vehicle. At the end of World War II, soldiers returning to the United States spread the fame of this robust and surprising vehicle.
The enthusiasm was such that the civilian version didn’t take long to arrive. In 1945, just a few months after the end of the war, the Jeep CJ-2 debuted, bringing the same practicality and robustness demonstrated in the military sphere to American roads. The vehicle was enriched with new features such as the rear cargo compartment, tow hook, and canvas top, abandoning the military khaki color for vivid tones like green, yellow, and red.
Although initially intended for American farmers, the Jeep CJ won over a very diverse audience, remaining in production for forty years. Today, the Wrangler represents its direct descendant, preserving its adventurous spirit.
These were the first steps of the Jeep brand, which became a worldwide symbol of freedom and adventure. In 1949, the brand anticipated the SUV trend by launching the Willys Wagon, a versatile vehicle capable of transporting seven passengers, carrying goods, and tackling difficult terrain thanks to its four-wheel drive.
From the beginning, Jeep has been synonymous with durability and capability. Among its most iconic models is the Wagoneer from 1963, which set a new standard for SUVs by focusing on comfort and luxury. This vision continues in the new generation of Wagoneer and Grand Wagoneer, launched in the American market in 2022.
In 1992, the Grand Cherokee revolutionized the market with modern design, advanced technologies, and excellent performance both on and off-road, establishing Jeep among the world’s leading SUV manufacturers. The fifth generation now includes 380 HP 4xe hybrid versions, with 51 km of electric range in the city and three driving modes.
Recently, with the Avenger, Jeep has embraced sustainable mobility by offering a fully electric SUV that combines the brand’s tradition with a more ecological future. Designed and produced in Europe, it targets a dynamic audience looking for a compact vehicle for the city that is also technologically advanced, spacious, and reliable for any adventure.