You all know the Jeep story.

The GI’s personnel transport system is a legend worldwide for its off-road prowess, but is there a brand trait that more accurately describes Jeep?

Yes.

We would argue its deliberately simple designs helped the Jeep to excel in three other areas:

–build-ability from scratch

–durability once assembled

–repair-ability once damaged

These three abilities make any Jeep a superhero in your driveway and in harm’s way with shells landing nearby.  

A fourth ability? Perhaps this new skill should be adaptability. The Jeep brand name itself is evolved from the short-hand for its name, and the use and purposes of Jeeps outside wartime have evolved along with society. Imagine a returning soldier turning 45 around 1975 — and needing cool but hardy family transport. Enter the Grand Wagoneer.

Imagine his first sons picking a useful 4×4 that was not too big in the early 1980s — Cherokee is born.

Imagine his granddaughters needing comfort and luxury in the 1990s — and poof, a Grand Cherokee.

If anything, the flexibility of the Jeep brand is the reason it will keep going strong for a dozen generations to come.

Here is a look back at Jeep and Willys heritage since the Great War, loosenly broken out by decade.

JEEP Heritage and Icons – Mega Gallery

1950s

1960s

1970s

1980s

1990s

2000s