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Jeep is a special name in the history of vehicle design. In 1940, the US Army realised it needed a light utility vehicle to help fight in the coming war. In less than 50 days, American Bantam Car Co and Willys-Overland combined to create the famous four-wheel drive with the iconic seven-slot grill, the power to climb steep hills and light enough to be carried in gliders or dropped by parachute.
The 'Jeep' name appears to derive from a Popeye character, Eugene the Jeep, a small pet able to move between dimensions and solve seemingly impossible problems. The GI's took the similarities to heart and so did the Allies to whom the Jeep was supplied. Waterproofed, fitted with extended platforms for weapons or adapted as ambulances, the Jeep became ubiquitous. Willys-Overland, Ford and others produced 640,000 during WWII. Willys-Overland application to register 'Jeep' as a trademark was granted in 1950, soon after they began civilian production.
The post war surplus of Jeeps across the globe led to one of the strangest versions, the Jeepney, the beautifully chromed and decorated buses and taxis created in the Philippines.
The marque went through several owners, until passing to the American Motor Corporation in 1970. Although Chrysler later bought the brand in 1987, AMC used the famous grill for what became the Hummer, producing a court case that continues.
Jeep cars began appearing in a new variety of vehicles, starting with the 1984 Cherokee, a compact SUV that helped define the modern SUV and the base for the Comanche pick-up. A larger version, the Grand Cherokee, came along in 1993 to meet the expanding market. In 1987, the Wrangler appeared, retaining a close visual link back to the original Jeep cars, with revised designs in 1997 and 2007.
As the company moves forward, the greatest achievement of the Jeep brand has been its ongoing success following its initial use during times of conflict. The success and availability of second hand Jeeps is ever growing and new vehicles like the Patriot are now entering the used Jeep market.
