Jeep® Legacy - History, Icons & Concept Vehicles

The Jeep® Brand Legacy
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For generations, the Jeep_® Brand has stood for freedom, capability and adventure. Explore the legacy that shaped an icon and continues to inspire every adventure ahead.
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Five Times We Changed the Game
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From the very beginning, our vehicles were engineered to serve those who drive them. And together, we’ve tackled many missions and sought out different adventures across the decades. The result? A history of defining moments made from a shared spirit and the endless pursuit of freedom. Here are five times our community helped us reimagine what’s possible.
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1941
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The Birth of the Off-Road SUV
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When freedom hung in the balance of “The Great War,” the Willys MB was built, packaged into crates and dropped into battle from airplanes to help allied troops navigate treacherous terrain. And so, the template for off-road utility vehicles was created. And a Jeep_® Brand vehicle became shorthand for capability.
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1945
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The SUV Goes Mainstream
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After World War II, the CJ brought the wartime SUV concept vehicle to farms and worksites. It helped normalize four-wheel drive for non-military buyers, demonstrating that off-road capability has great utility in everyday life. Culturally, the CJ gave shape to a rugged vehicle lifestyle well before SUV became a common term.
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1962
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Wagoneer and the Formula for the Family SUV
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Wagoneer reimagined what an SUV could be, blending 4x4 capability with space and comfort for families. It showed the world that utility vehicles could be refined and practical on-road, helping set a template for the mainstream SUV market to follow.
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1984
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Engineering the Modern SUV
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The dawn of the daily SUV. Cherokee XJ made sport utility vehicles smaller and even more practical without sacrificing 4x4 capability. Its mass appeal reshaped expectations for size, efficiency and versatility—helping plenty of families tackle everyday tasks and weekend adventures.
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Preproduction model shown. Actual production model may vary. Limited quantities available.
2026
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SUV Drop Culture Comes Full Circle
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Inspired by the Willys MB parachuting out of military planes, the Jeep_® Twelve 4 Twelve Program took a bold approach to a vehicle launch. Twelve limited-edition Jeep Wrangler models dropped over 12 months. Whether a fan-favorite model or a unique take on a classic, each drop brought fans and drivers something special.
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Keep Exploring Our History

This is just the beginning. Jeep_® Brand history spans over 8 decades and is full of even more defining moments.

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con•cept
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The 10 Wildest Concept Vehicles in Easter Jeep_® Safari History

It’s hard to choose favorites among the bold, enhanced beasts mutants that have kicked up dust across the badlands of Moab, Utah. But here are 10 Jeep_® Brand concept vehicles that have most surprised us with just how wild things can get.

Jeep_® 1978 Cherokee Concept Vehicle

'70s swagger recharged! It’s a Jeep® Cherokee 4xe fusing retro soul with Rubicon-framed electric slide. Doot, dooda doot.

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Jeep_® Jeepster Beach Concept Vehicle

Throwback to the '60s legend, this tubular showpiece blends an exterior retro surf soul with modern, biting performance.

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Luminator Concept Vehicle

Turning night into noon with heavy-duty off-road lighting performance.

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FC-150 Concept Vehicle

Classic FC frame, blue-collar soul. Durable and ready to haul and crawl.

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Overland Concept Vehicle

Flipping luxury on its head. A grand kind of adventure best suited for a Grand Wagoneer.

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Sideburn Concept Vehicle

Bright on the horizon, hard to miss—wrench, rest and let ‘er rip.

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Jeep_® Chief Concept Vehicle

Cowabunga, dude! This ‘70s surf wagon brings you the ocean with its bright blue color and powerful capability.

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JL Nacho Concept Vehicle

Rubicon strength with ridiculous capability, Nacho keeps us well-fed on the trail.

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JT Scrambler Concept Vehicle

Retro graphics, modern fit. And one hell of a capable ride.

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Jeep_® Mojo Wrangler Concept Vehicle

Bright orange and trail hungry. Looks extreme and feels extreme. Drink it down on the rocks.

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Previous Years’ Concept Vehicles

Over the years, Easter Jeep_® Safari has featured some of the most creative and ambitious concept vehicles imaginable. Explore our concept vehicles from over the years and relive the outrageous excitement that the Jeep Brand brings to Moab.

Customize Your Ride
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With Mopar® authentic parts, you can put your imagination to work and customize your SUV or pickup truck. And we haven’t forgotten about our furry friends. Mopaw^TM features lots of ways to outfit your vehicle with pet-friendly accessories.
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Learn More About Your Ride

The Jeep® Brand Legacy

Five Times We Changed the Game

The Birth of the Off-Road SUV

The SUV Goes Mainstream

Wagoneer and the Formula for the Family SUV

Engineering the Modern SUV

SUV Drop Culture Comes Full Circle

Keep Exploring Our History

con•ceptve•hi•cle(noun)

The 10 Wildest Concept Vehicles in Easter Jeep® Safari History

Jeep® 1978 Cherokee Concept Vehicle

Jeep® Jeepster Beach Concept Vehicle

Luminator Concept Vehicle

FC-150 Concept Vehicle

Overland Concept Vehicle

Sideburn Concept Vehicle

Jeep® Chief Concept Vehicle

JL Nacho Concept Vehicle

JT Scrambler Concept Vehicle

Jeep® Mojo Wrangler Concept Vehicle

Previous Years’ Concept Vehicles

Wrangler Concept Vehicles

Gladiator Concept Vehicles

Grand Wagoneer Concept Vehicles

Grand Cherokee Concept Vehicles

Custom Concept Vehicles

Customize Your Ride

More to Explore

Lifestyle

Community

Jeep® 101

con•cept
ve•hi•cle
(noun)

The 10 Wildest Concept Vehicles in Easter Jeep_® Safari History

Jeep_® 1978 Cherokee Concept Vehicle

Jeep_® Jeepster Beach Concept Vehicle

Jeep_® Chief Concept Vehicle

Jeep_® Mojo Wrangler Concept Vehicle

Jeep_® 101