Jeep Brand History & Story

Xtreme Performance

Jeep®, founded in 1941, is a registered trademark of Stellantis (formerly DaimlerChrysler), primarily applied to its four-wheel-drive off-road vehicles. Renowned globally for distinctive styling and superior performance, the brand rose to fame after rigorous field tests throughout World War II.

Since 1941, Jeep® has stood as an icon of freedom and conquest. Engineered with unstoppable vitality, its products deliver peak performance amid harsh terrain, traversing swamps, woodlands, deserts and mountainous regions with effortless ease. Tempered by brutal warfare and extreme natural conditions, Jeep® has forged its unparalleled legacy.

Automotive culture, cinema culture and fast-food culture rank as America’s three core modern cultures, with Jeep® serving as the most iconic representative of American automotive culture. Embodied with Americans’ adventurous spirit and perseverance, Jeep® is widely regarded as a tangible symbol of American ethos and an elite American heritage brand.

Jeep® Xtreme Performance (Jeep Outdoor) is an outdoor lifestyle brand licensed by Stellantis. Boasting an over 82-year illustrious heritage, the brand is built on boundless vitality, pursuing premium performance and inspiring consumers to explore the outdoors.

Inheriting Jeep®’s core brand values, Jeep® Xtreme Performance develops high-performance outdoor footwear and gear for outdoor enthusiasts. Built to excel in extreme environments, its products offer comprehensive protection for unrestricted outdoor adventures, embodying the Jeep® spirit of Freedom, Passion & Exploration.