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Every year, the Brand Keys research firm releases a Most Patriotic Brands ranking based on 7,000+ surveys. This year, the Jeep brand again took home #1. But of all the brands nominated, #2 went to an automaker as well (Ford). Motor Vehicles also claimed #7 (Harley Davidson) and #38 (John Deere). Here are the top 15:

  1. Jeep
  2. Ford
  3. Levi Strauss
  4. Coca-Cola
  5. Disney
  6. Walmart
  7. Harley Davidson
  8. Apple
  9. Jack Daniels
  10. Amazon
  11. Hershey’s
  12. Ralph Lauren
  13. Wrangler
  14. Dunkin’
  15. American Express

Jeep’s media team was quick to add that it is the brand’s “23rd consecutive year as America’s most patriotic brand.” For Jeep’s part, the automaker has invested in its position as the most patriotic automaker. It cited, “Jeep and the USO partnership, offering assistance to America military members, marks 16 years,” it also said, “As another means of support, the Jeep brand also offers a Military Incentive Program” to potential buyers.

Jeep can trace its roots back to WWII when the Willys corporation answered the Army’s call for a lightweight 4WD “quad” to transport Allied troops across war-torn Europe. Immediately after the war, Willys began selling a “civilian Jeep” or “CJ” version of the vehicle to soldiers returning home. That CJ went through several generational redesigns making it more roadworthy, and leading to today’s Wrangler. In the intervening decades, the American Motor Company bought Willys and spun “Jeep” off as its own brand with multiple models. In 1987, Chrysler Corporation bought AMC.

The red white and blue interior of the Grand Wagoneer Vactionaer concept suv.
2024 Jeep Wagoneer Vacationeer Concept | Stellantis

What does Jeep mean? Nobody actually knows for sure. But here are the most popular Jeep name theories. One, that Jeep was GI slang for “GP” (General Purpose Vehicle). Two, Jeep was named for a Popeye show cartoon character who could climb walls. Three, that Jeep is military slang (dating back to WWI) for an untested/prototype vehicle.

Robert Passikoff, president and founder of Brand Keys and its Most Patriotic Brands survey points out that 23 consecutive #1 wins is no joke.

“Patriotism is one of the most powerful values a brand can own. Jeep has primary ownership of that value, with a real emotional underpinning. Jeep has a history forged in the past and the present…And if there’s such a thing as ‘patriotic DNA,’ it shows up in our Most Patriotic Brands emotional engagement assessments. In a more political and partisan marketplace, Jeep has been able to create a bond with all consumers, which is why Jeep shows up at the top of the list every year.”

Robert Passikoff, president and founder of Brand Keys.

Jeep continues to double down on its place as the ‘most patriotic’ brand, even printing USA flags near the doors of its new Wagoneer SUVs and even its Wagoneer S EV, which will be available later in 2024.

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Staff Writer

Henry Cesari

Henry Cesari joined MotorBiscuit in 2021 and brings his deep interest in vintage cars, trucks, and motorcycles to the site. Having restored his first classic car at just 16 years old, Henry has wrenched on everything from overland campers to Japanese motorcycles and even pre-war Bugattis. Henry is also an avid attendee at local car shows and genuinely enjoys connecting with fellow auto enthusiasts.

Henry earned a Bachelor’s in Anthropology and English from the University of Vermont. He has since incorporated his love of the written word with his admiration of classic cars. While Henry is interested in vintage cars, he believes the golden age of cars is yet to come. He is confident journalists will play an important role in this revolution by exposing the industry as it is now and envisioning its possible future.