At Jeep, model names aren’t chosen randomly. Each designation carries precise meaning, often tied to travel, freedom, and American culture. While the brand initially followed alphanumeric logic, it soon preferred evocative names capable of telling a story of identity and lifestyle.
Jeep: model names are invitations to adventure, exploration and discovery
As a brand deeply rooted in North American culture, Jeep has drawn from Wild West imagery, epic pioneer enterprises, and legends that still populate movies, books, and stories today. From this heritage come names like Grand Cherokee, Wrangler, and Wagoneer.
Used since 1974, the Cherokee and Grand Cherokee names pay homage to the Native American nation, now based in Oklahoma. This choice reflects respect for the nobility, pride, and resilience of First Nations, values that Jeep aims to embody in its vehicles.
The Wrangler, introduced in 1986 to replace the CJ, takes its name from the American term for cowboy: one who lives close to nature, dealing with horses and cattle. But Wrangler can also indicate someone who knows how to face difficult situations with determination and free spirit, a perfect definition for one of the most iconic off-road models ever.
The Wagoneer name dates back to 1963 and evokes the great migrations toward the American West. Drawing from station wagons and pioneer wagons, it symbolizes the desire for adventure and the search for new frontiers, in line with the brand’s spirit.
Designed for Europe, the Jeep Avenger inherits a name already known within Stellantis, previously used by Dodge and Chrysler. It represents the balance between high performance and compact dimensions, with a name that also draws from the collective imagination of superheroes, TV series, and pop culture.
The Compass, the brand’s first crossover SUV, has been Jeep’s true compass toward new markets and production challenges. Built in facilities in Mexico, Brazil, India, China, and Italy, it represents the brand’s global soul and ambition to reach unexplored territories.
The Renegade, true to its name, broke the rules: it was the first Jeep produced entirely outside North America, bringing the brand to Italy, Brazil, and China. Rebellious, versatile, nonconformist, the Renegade became the manifesto of a new approach to Jeep tradition.
The reference to the legendary Rubicon Trail cannot be missed, one of the world’s most difficult off-road routes that gave its name to extreme versions of some Jeep models. It’s on these terrains that the brand’s reputation was built: ruggedness, reliability, and the ability to face the impossible.
Today Jeep looks to the future with the new-generation Compass and the debut of the Wagoneer S, the brand’s first 100% electric SUV capable of developing up to 600 horsepower: it will be the fastest ever produced by Jeep, combining performance, luxury, and innovation.
Finally, the name Recon, chosen for a model expected in 2026 and launched with a Super Bowl commercial featuring Harrison Ford, has roots in the brand’s military history. It recalls the Jeep Willys reconnaissance vehicle from World War II, evoking exploration, freedom, and the desire to rewrite the rules.
