Jeep is Voted Most Patriotic Brand for 24th Straight Year

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At a time when there is great uncertainty in the automotive sector and huge concern about tariffs affecting prices, Jeep is once again being honored for its patriotism. The Jeep Brand is being recognized as America’s Most Patriotic Brand for the 24th consecutive year. While most people consider the Jeep Wrangler when being asked about patriotic vehicles, the award honors the entire Jeep lineup.
“Being named America’s most patriotic brand for nearly a quarter century straight simply reminds anyone who’s ever been in a Jeep vehicle what they inherently already know to be true; that owning or driving a Jeep vehicle brings with it an intense amount of pride,” said Bob Broderdorf, CEO, Jeep brand. “A brand first forged in freedom over 80 years ago now carries that freedom and adventure forward, no matter the road ahead. We’re incredibly humbled by the connection customers have to our brand and the vital values it represents for them.”
Jeep’s Patriotic History
I have written extensively about various Jeep models, inIcluding the Willys, over the years. In July 1940, the U.S. military told automakers that it needed a “light reconnaissance vehicle.” It invited 135 manufacturers to bid on production. The new vehicle had to have a 600-lb. load capacity, wheelbase less than 75 inches, height less than 36 inches, a smooth-running engine from 3 to 50 mph, a rectangular-shaped body, four-wheel drive with a two-speed transfer case, fold-down windshield, three bucket seats, blackout and driving lights and a gross vehicle weight below 1,300 lbs.
After several prototypes, the Army asked Jeep’s predecessor, Willys-Overland, to build 1,500 examples of its Quad. Further testing and evaluation led to the Army’s selection of the Willys vehicle as the standard. A contract was signed on July 15, 1941, to begin production. With modifications and improvements, the Willys Quad became the MA and later the MB. But the Army, and the world, came to know it as the Jeep. According to Jeep, “Some claimed that the name came from the slurring of the letters “GP,” the military abbreviation for “general purpose.” Others say the vehicle was named for a popular character named Eugene the Jeep in the Popeye cartoon strip.”
“Willys-Overland produced almost 360,000 Jeep vehicles at the Toledo, Ohio, plant between October of 1941 and August 1945. WWII reporter Ernie Pyle once said, “It did everything. It went everywhere. Was as faithful as a dog, as strong as a mule, and as agile as a goat. It constantly carried twice what it was designed for and still kept going.”
Willys trademarked the Jeep name and, even before WWII was over, began building the brand’s first civilian model, the CJ-2A.
Why the Award Matters Even More Now
President Trump has shown loyalty to the American automotive companies and has instituted various tariffs to try and level the playing field, making it more advantageous to buy American-made vehicles. While the Jeep brand is owned by a foreign automaker, Jeeps are primarily produced in Ohio and Michigan. The legendary off-road brand has been synonymous with freedom and is celebrated across America for its open-air freedom, adventure and rugged capability.
The Brand Keys Survey
Brand Keys surveyed more than 7,460 consumers, 18 to 65 years of age, balanced for gender and political affiliation. The consumers were asked about 1,381 brands. Brand Keys rated the answers for emotional engagement. The assessments evaluated brand resonance for the single value of patriotism, and the Jeep brand was identified as the best for meeting today’s patriotism challenges.
“The Jeep brand has been ranked as America’s No. 1 Most Patriotic Brand by Brand Keys since we began the survey 24 years ago,” said Robert Passikoff, president and founder of Brand Keys. “Jeep is seen as the most patriotic because it connects emotionally charged ideas of freedom, military heritage, adventure and rugged individualism to the American spirit. When it comes to Jeep, consumers aren’t just buying a vehicle – they’re affirming a true cultural identity. And at a time when trust in traditional institutions is shaky, brands like Jeep have become emotional proxies for national pride. They deserve our praise and our congratulations again this year!”
Brand Keys announced the top 10 brands. The complete 50 Most Patriotic Brands list will be released June 9, 2025.
The Jeep brand includes the Jeep Cherokee, Compass, Gladiator, Grand Cherokee, three-row Grand Cherokee L, Grand Cherokee 4xe, Wrangler, Wrangler 4xe, Wagoneer, Grand Wagoneer and the Jeep Wagoneer S. The Wagoneer S is Jeep’s first all-electric vehicle. The Jeep Wrangler 4xe is America’s best-selling PHEV.
Jeep Continually Engages the Military
Jeep takes great pride in its connection to the military. The Jeep brand offers a military incentive program. Military personnel are eligible for military bonus cash to use toward select Jeep brand vehicles. Active, active reserve, retired military, retired military reserve, 100% disabled veteran and honorably discharged veterans, within 12 months of discharge date, are eligible under the program. The offer applies to purchases and leases on select 2025 and 2024 Jeep brand vehicles.
The Jeep brand and the USO are also marking a longtime partnership. Jeep has offered support to the USO for 17 years. The USO helps keep military personnel connected to services. According to the organization’s website, the United Service Organizations (USO) is a private, non-profit organization that supports the U.S. military and their families. It was founded in 1941 to serve military personnel. The USO’s mission is to connect service members and their families to home, create strong communities, and promote wellness and resilience.
Jeep Photo
Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.
Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.