The timeless tale of the legendary icon Jeep
Throughout its history, Jeep owners have learned that “Go Anywhere. Do Anything” is a way of life
MUSCAT: For over 75 years the Jeep brand has been indelibly linked to freedom, adventure, authenticity and passion - core values that are embedded in the DNA of every Jeep vehicle. Throughout its history, Jeep owners have learned that “Go Anywhere. Do Anything.” is a way of life, not just a slogan and that the Jeep badge stands for more than just a brand in truth, it is a badge of honour.
Jeep is the authentic sportutility vehicle (SUV) with classleading capability, craftsmanship and versatility for people who seek extraordinary journeys. Today, the Jeep brand continues to deliver an open invitation to live life to the fullest by offering a broad line-up of vehicles that give owners the sense of security to handle any journey with confidence.
The Jeep story began way back in July 1940, when the U.S. military informed automakers that it was looking for a light reconnaissance vehicle with a very specific set of criteria: 600-lb. load capacity; a wheelbase less than 75 inches; height less than 36 inches; smooth-running engine from 3 to 50 miles per hour; rectangularshaped body; four-wheel drive with two-speed transfer case; fold-down windshield; three bucket seats; blackout and driving lights; gross vehicle weight below 1,300 lbs.
Willys-Overland Vice President of Engineering Delmar G. Roos designed the Willys Quad, and prototypes were produced for testing in record time and delivered to the Army in the summer of 1940 - approval to build 70 sample vehicles was then granted and these were delivered in November 1940. The next round of contracts was issued in March 1941, with Willys producing a further 1,500 Quads, and following further testing and evaluation the Army selected the Willys vehicle as the primary manufacturer.
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. 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 after “Eugene the Jeep”, a popular character from the Popeye cartoon strip. Whatever its origin, the name entered into American vocabulary and, for a while, served almost as a generic title for off-road vehicles.
Willys-Overland went on to build more than 368,000 vehicles, and the rugged, reliable olive-drab vehicle would forever be known for helping win a world war. Willys trademarked the ‘Jeep’ name after the war and planned to turn the vehicle into an off-road utility vehicle for the farm - the civilian Universal Jeep.
One of Willys’ slogans at the time was “The Sun Never Sets on the Mighty Jeep,” and the company set about making sure the world recognised Willys as the creator of the vehicle.
Even today, the excitement and innovation keep coming from Jeep, the brand that never stops evolving and innovating.