Not all carmakers are created equal, and Jeep’s new brand wants you to know it. “Freedom, Adventure, Authenticity, and Passion” are the four words Jeep has chosen to describe its vehicles and company culture, four words that ring with that bootstraps-American vibe Jeep’s been oozing with in recent campaigns.

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“Freedom, Adventure, Authenticity, and Passion” is more than an advertising gimmick, though; Jeep seems to have internalized it. A recent press release by Jeep stated that the brand aims “to deliver an open invitation to live life to the fullest by offering a full line of vehicles that provide owners with a sense of safety and security to handle any adventure with confidence.”

Building off an 80-year reputation of making durable, super-capable sport vehicles, Jeep’s new brand feels like a realistic summarization of what owning a Jeep model can make a driver feel.

For us at Roger Williams, this is what Jeep’s words bring to mind:


As vehicles engineered with America’s involvement in WWII in mind, “freedom” feels like a very natural choice. Jeeps are meant to let you go anywhere and do anything; isn’t that the essence of freedom?


This one feels closely related to “freedom” in a lot of ways. Mainly, it seems that Jeep wants to encourage its customers to use their Jeep how it was meant to be used, to answer that “call of the wild” adventurous spirits sometimes feel but can’t always reply to.


A Jeep is what it is. It’s a strong vehicle, capable of going the extra mile (or, in most cases, many miles) for its driver. It doesn’t call itself luxury. It doesn’t claim to be what it’s not. It’s just a good, old-fashioned top-of-the-line utility vehicle.


After being in the vehicle-making business since 1941, you’d hope that Jeep is still passionate about its product (no worries, it is). Jeep wants both its makers and owners to be as enthusiastic about Jeep vehicles as is humanly possible. It’s what makes them special in a world of automakers more concerned with mass production than quality production.