One of the most beloved and durable brands in U.S. automotive history, Jeep is the father of the modern SUV and remains a crown jewel in the Fiat-Chrysler conglomerate. When the U.S. Army sought a "light reconnaissance vehicle" to replace its motorcycle in 1940, Willys-Overland won a three-way competition and produced the MA, and later the MB. It's unclear why the rugged four-wheel-drive vehicle quickly became known as the "Jeep"; one theory is that it came from the slurring of the letters "GP," the military abbreviation for General Purpose. In any event, Jeep became ubiquitous at the European front and helped win World War II.
After the war, Willys produced civilian Jeeps, and then the brand had a succession of owners. Jeep remained largely a niche line with American consumers until Chrysler bought it in 1987 shortly after the mainstay Jeep CJ-7 was replaced with the now-iconic Wrangler. Soon, Chrysler broadened the Jeep franchise with a variety of larger models, still emphasizing their off-road capabilities. The most notable of these is the Grand Cherokee which continues to be a top competitor in midsize SUVs to this day. Since then, Jeep has remained synonymous with the ever-proliferating SUV market, now offering a wider range of products than ever like the Renegade subcompact SUV, the compact Cherokee, the Gladiator midsize pickup, and more.
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