Jeep - The Jeep Brand

The Jeep Brand

The brand has gone through many owners, starting with Willys, which produced the first Civilian Jeep (CJ) in 1945 and who were the first granted the trademark in 1950. 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 now operate under the name Chrysler Group 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 marque 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.

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 Chrysler Group 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.