The History of the Jeep

Scott Carline • September 11, 2020

If you’ve been too busy unplugging and offroading in your Jeep, it’s likely that you haven’t seen pictures of the models being released next year to celebrate the brand’s 80th anniversary. We’re pretty excited about these new vehicles — which you should now be able to request from the dealership — but how exactly did the Jeep brand become what it is today, 80 years later? Let’s take a look back at the history of the Jeep.

When the US became involved in World War II, the Army reached out to dozens of companies to create a four-wheel drive vehicle. Of those companies, only two were up for the job — American Bantam Car Company and Willys-Overland. The Bantam prototype was created first, after only 4 days of development, and the vehicle was designed to be assembled from car parts already in production.

Although the Army liked the Bantam prototype, the company couldn’t produce the volume of vehicles that were needed. The design was then sent to Willys and carmaker Ford, which resulted in similar prototypes; the Willys design evolved into what we now know of as a Jeep and became widely used by all branches of the US Military.

When the war ended, Willys started thinking about how to incorporate the Jeep into civilian life. The company produced the Willys CJ-2A along with a station wagon built completely of steel. They also released the 1947 Jeep pickup. While these were popular vehicles, the bulk of Jeeps were manufactured and sold as a part of military contracts.

Willys-Overland was purchased by Kaiser Manufacturing Co. in 1953, and 10 years later the company’s name was changed to Kaiser-Jeep Corp. In 1969, the company was acquired by American Motors Corporation (AMC). It was under this ownership that the XJ Cherokee was created and produced, and in 1984 the SUV was deemed innovative and somewhat revolutionary for its unibody design.

Head of Chrysler, Lee Iacocca, had long been a fan of the Jeep and purchased AMC for $1.5 billion in 1987. As SUVs became more popular and Chrysler’s bottom line grew, Daimler AG took notice and merged with Iacocca’s company in 1998. While this move helped to shine a spotlight on the Jeep brand, it also was the era of the Jeep Compass and Patriot — the outcasts of the Jeep vehicle line. 

After struggling with what some people claim is the “Jeep Curse,” Chrysler (and Jeep) filed for bankruptcy in 2009 — but Fiat came to the rescue. Fiat CEO, Sergio Marchionne, understood the history of and love for Jeeps and worked hard to revive the vehicle line.

Along with improving the Compass and Patriot, Marchionne beefed up the Grand Cherokee with internal tweaks and optimized powertrain. He also replaced the hugely unpopular Liberty with a reimagined Jeep Cherokee. Fiat also added the Renegade and a Wrangler pickup truck and brought back the idea of re-introducing the Wagoneer. Since being acquired by Fiat, the Jeep brand has been breaking production and shipping records left and right.

Just recently, Jeep has made several announcements about how they’ll be celebrating its 80th anniversary. The Grand Wagoneer concept has been announced along with a hybrid plug-in, both arriving in the model year 2022. We’re most excited about the upgraded 2021 Wrangler and the exciting new features it offers. Here’s what to expect according to The Torque Report:

The big tech upgrade for the 2021 Wrangler is a new TrailCam, which is a forward-facing camera that lets you know what’s in front of you via the 8.4-inch touchscreen, which is accessed through the available Off-road Pages. The Wrangler Rubicon also gets an Off-Road Plus mode that adjusts the throttle, transmission shift points and traction control. There are two more USB ports to charge your phone and a Select Tire Fill Alert system is now standard with 7- and 8.4-inch Uconnect touchscreens and is also included in the Technology Group.

Whatever the future holds for Jeep, there’s one thing we know for sure: The best part of owning one, however old or new it may be, is modding it out to be the Jeep of your dreams. Our experts live the Jeep life and know exactly what it takes to mod your Jeep and keep it running for (maybe) another 80 years. Why not celebrate the history of YOUR Jeep with some professional upgrades? Get in touch!

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By Scott Carline April 7, 2025
So we're back inside at Axleboy Offroad. We've got our 2020 Jeep Gladiator Sport S. This is still bone stock. I haven't made any modifications to it yet. We have ordered and been receiving a lot of the components from our supplier partner. They're going to end up on this Jeep Gladiator. One thing that's going to be probably the most dramatic cosmetically and performance and everything else from the outside, is the lift kit, and the wheels, and the suspension. Yeah. So right now behind us is bone stock. Let's talk about suspension first. Why don't you tell us what we have here from TeraFlex? Sure. So from TeraFlex, we're doing the adjustable alpine IR arms. IR stands for independent rotation. Now this is a really new product and it's amazing in the fact that it uses the bushing, so we're going to retain the same sound dampening and the same ride quality as we would when we're stock. But the inner sleeve that the bolt actually goes on... Okay. This is actually on a bearing. Okay. And it's a sealed bearing and unlike standard bushings where once the bolt clamps down, it's captive in the rubber and the rubber has to flex in order for this arm to move through its travel. The independent rotation allows free movement, no binding whatsoever, and this is huge in terms of ride quality, in terms of flex when you're off road or when you're on the RTI ramp at a Jeep show, or whatever it may be. We get the best of both worlds. We get the reliability of a good rubber bushing. We get the flexibility of a flex joint, but we don't have the parts that wear out or they get loose and make noise like the flex joints do. So it's kind of the best of both worlds. We expect that these bushings are going to last the vehicle's lifetime. This is a new product, this independent rotation bushing, been in testing and development for quite a while. We expect these to do amazing. What does installing an adjustable control arm do? What's the benefit for me as the Gladiator? Yeah, that's a great question. So we're going to lift it and we're going to raise the suspension. And the way that the geometry works, as we raise, this control arm is going to drop down further away. Now if you notice when this control arm swings down, it moves back. We actually lose some wheelbase when we lift it and it's just the nature of basic geometry. There's nothing we can do about that unless we put in an adjustable control arm. In this case, we can extend the length of this. We can recover our wheelbase, we can recover our alignment angles and our pinion angles as needed. So this gives us the ability to affectively adjust the front axle forward and backward. So we can make sure that the front axle is exactly where we want it. Exactly where we want it with the correct angle and the correct rotation. This is going to make the vehicle drive amazing. We're going to be able to keep caster where we want it, which is important because as we lift it caster drops out. Caster is the alignment angle that gives us stability going down the highway. We can roll it back in. Terrific. What else do we have here from TeraFlex? Well, we also have the new Falcon series three shocks. These are the brand new SP two shocks. Now I know in the past you and I have talked about how nice the Falcon shocks are because we have the quick adjust knobs. So we can turn this knob and we can go from soft ride to firm ride or tow, or if you're particularly picky like I know you are, you can go into setting number two, which gives you micro adjust on the small knob. You can literally dial in the ride as you drive. Now the SP two adds a new feature to it. Okay? It allows us to control the dampening, so this isn't as quick adjust or as easy, but what we can do, if you come in and say, "Dude, I am going to run down a gravel road and I'm going to run this thing hard." You can take the shock off and you can twist it, turn the bottom, and it goes into performance mode. Now this isn't going to be something you're changing in and out of every day. It's something you're probably going to do on install, but it gives you the ability to take the entire shock range and move it to more of a performance setting or to move it more to a comfort setting. Okay. So it just adds one more layer of adjustability to these shocks. These shocks are made up in Utah at the TeraFlex plant in the Falcon plant, handmade up there. Everything is amazing. We've been up on this line. It's the most spotless incredible thing you've ever seen. They've put a lot of time and development into this and these are definitely the best riding shock out there for the JK, and JL, and Gladiators. And it's going to look really cool. Oh yeah. How do you go wrong with all the big, all the billet, all the anodizing, the badging? They cut no corners on this thing at all. So I'm going to guess we've got a front and a back. Yeah. Yeah. So this will be the back. And so the importance with the back is... So it's a gladiator, right? So we're probably going to load it up with stuff, right? I mean, bicycles, kayaks, tent. So we're going to be taking weight in and out of it all the time. And that's really where the quick adjust knob is going to come in for us. So as you add that weight, all your shock dampening needs to change. It's easy now. Reach in there through the wheel-well, make a flip, and go. Going down the road or as a daily driver, what setting would I want to put it on? Well, I'll let you have it as far as a personal preference, but I know when I'm going down the road, just genuinely driving down the highway, I like a softer setting. I don't need to really feel the road. When we go to the firm settings, you're going to feel more input from the road. Now that's going to be great in certain situations. So if you're particularly driving sporty or driving heavy, you're going to want to have that road feel where you can feel the bumps and know what the vehicle is doing. With that, we're going to get a lot of roll control. So the vehicle is going to corner better and it will be able to handle the washboard gravel roads. Because I know like when you're out camping, you're driving down the- Gravel road. Yeah, yeah. You know how it is. You hit the bump and you bounce off the road, not with these, you move it to a firm setting and yeah, it's going to feel like you're zipping across the desert in a Baja race there. So really good stuff. Very adjustable, tunable to how you want it. So typically when you're off road or you're driving in let's say a spirited fashion, if you will, we're going to put them on firm. That's great. Well, thanks a lot to TeraFlex and to Axleboy Offroad. To learn more, you go to teraflex.com or visit us at axleboy.com.
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