Branded Content: Jeep - Stories begin where the roads end

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Jeep has been the authentic SUV for nearly 80 years now. It’s the go-to vehicle for people who seek class-leading capability, craftsmanship, and extraordinary journeys. As the manufacturer’s Indian arm turns three, we take a look at the brand’s journey here and relive the success of the world’s foremost SUV brand.

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THE BIRTH OF A LEGEND

The 1940 Willys Quad was the first Jeep 4x4 ever made, but the Willys MA (‘M’ stood for ‘Military’ and model ‘A’), built in 1941, is equally iconic. Built to US Army specs just before WW-II, the MA had headlights on top of the fender, a Spicer 18 transfer case, and 3-speed manual transmission.

The go-anywhere, do-anything 1942 Jeep Willys MB was cut out for combat. It could be fitted with guns, was used for desert patrol, and also served as fire-fighting pumpers, field ambulances – and hell, fitted with appropriate wheels, it would even run on railway tracks.

When the war ended, Jeep returned to a hero’s welcome in the United States. In due course, the first Civilian Jeep (or CJ) was born. The CJ-2A, a modified version of the Willys MB, featured better shock absorbers, springs, and more comfortable seats.

The Wrangler YJ was the genesis of the Wrangler line. Launched in 1986, it came with four- and six-cylinder engines and updates to the 4x4 system such as Command-Trac and Selec-Trak.

WHAT JEEP STANDS FOR

Jeep is a thoroughbred SUV brand that was created nearly 80 years ago. It was purpose-built to help carry American armed forces safely over unforgiving terrain. Since then, with its legendary 4x4 engineering technology, Jeep has earned an iconic status because it created authentic SUV products, ushering in a new ‘4x4’ era in mobility. Jeep SUVs soon captured the imagination as they accorded a lifestyle of freedom and adventure. Over the years, Jeep has evolved into this brand that brings people together, builds communities and allows people to go anywhere and do anything. Today, Jeep is a household name, with vehicles that cater to all needs. Even as the brand has evolved, Jeep vehicles take pride in being rooted to their origin. Today, Jeep products retain their signature seven-slot grille, trapezoidal wheel arches, and unmatched and ever-improving 4x4 capability. Jeep has captured the imagination to become an inspiration and remain a beacon amongst Sports Utility Vehicles. It has the integrity of originality at its core. A quality we all value, aspiring to rise above mediocrity. We see in our choices, a reflection of who we are, or who we want to become. There is and will be only one Jeep.

— Dr Partha Datta, President and Managing Director, Fiat Chrysler Automobiles, India.

JEEP IN INDIA

Launched in 2019, the Jeep Compass Trailhawk isn’t fazed by anything. Steep ascents, rutted tracks, acres of mud: it’s all in a day’s work for this rugged-set version of the Compass.