Although Jeep wasn't the first 4x4, it has undoubtedly become the ultimate symbol of rugged and off-road capability. For many, Jeep represents the gold standard of vehicles that can tackle mountain trails and challenging terrains. Interestingly, the term "jeep" in lowercase was once a generic label for compact, tough off-roaders produced by brands like Bantam, Willys, and Ford before World War II, and this general usage continues today. In contrast, "Jeep" with the capital "J" specifically refers to the brand that Willys-Overland officially trademarked in 1950 now prominent here at Landmark Dodge of Morrow.
The origins of the name "Jeep" go back to June 1940, when the U.S. Army requested proposals from 135 companies for a small, versatile 4x4 that could handle light reconnaissance and even carry a machine gun. The design needed to be simple and durable—easy to fix in the field but tough enough for military duties.
Bantam came through first, submitting their prototype, the Reconnaissance Car (BRC). Accounts vary on what happened afterward: one version suggests that Ford and Willys representatives were present when Bantam's model debuted at Camp Holabird, while another says that Bantam's blueprints and engineering details were available to both companies to create their models. Willys came up with the Quad prototype, and Ford developed the Model GP—often mistaken to stand for "General Purpose."
The “G” in Ford's “GP” stood for a government-issued vehicle, while the “P” indicated its 80-inch wheelbase. Later on, Ford added a “W” at the end—forming the GPW designation—to recognize that this final model was built to Willys’ specifications. Together, these early models from Ford, Willys, and Bantam became collectively known as "jeeps," a name that stuck.
The term "jeep," however, had been around long before these rugged vehicles made their debut in the 1940s. During World War I, “jeep” was military slang for anything untested, often referring to new recruits or unfamiliar equipment. Think of it as an early version of “rookie.”
In the 1930s, “Jeep” got a unique twist when it popped up in the popular “Thimble Theatre” comic strip by E.C. Segar. A magical pet named Eugene the Jeep, owned by Popeye’s quirky love interest Olive Oyl, debuted in 1936 and became known for his extraordinary abilities. As a result, “Jeep” took on a broader meaning, suggesting something exceptional or out of the ordinary.
Before Jeeps became icons on the battlefield, they had their moment in the spotlight with an unforgettable publicity stunt. In February 1941, a Willys Quad made a bold climb up the steps of the U.S. Capitol in Washington, D.C. As driver Irving "Red" Housman reached the top, surrounded by a crowd of reporters, someone asked, "What is that thing?" His reply: "It's a Jeep." The next day, that dramatic photo and his response were splashed across the front pages of newspapers nationwide.
This moment sparked something incredible. Soldiers who had used the term “Jeep” during World War I instantly recognized it. Civilians were already familiar with “Eugene the Jeep” from the beloved Popeye comic strip. And now, with these rugged, all-terrain GP vehicles (now called “jeeps”) heading to the European front, the name was here to stay.
Ready to experience the power, heritage, and versatility that’s made Jeep a legend? From its daring origins on the battlefields to its iconic status as the go-to for rugged terrain, the Jeep brand has been about breaking boundaries and setting standards. Today’s models carry that same fearless DNA, designed to take on any adventure, big or small.
Whether you’re navigating city streets or heading off-road, a Jeep offers the freedom and capability to handle it all. Step into the legend for yourself and feel the difference – book a test drive today to see why Jeep remains the ultimate name in adventure-ready vehicles!
