What Is The Jeep Lifestyle? Jeep’s Brand Personality Explained

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One of the most common things that pushes drivers to make the switch to the Jeep world is the so-called “Jeep Lifestyle” that comes with these vehicles. But what exactly is the Jeep Lifestyle, and what does it entail?

The Jeep Lifestyle refers to the tightly knit Jeep community and the overwhelming sense of pride that members typically feel from being a part of it. The Jeep Lifestyle represents the feelings of freedom, heroism, rebellion, and creativity that are associated with owning a Jeep vehicle.

If you’re interested in potentially owning a Jeep, the Jeep Lifestyle isn’t about the features or logical benefits of owning a Jeep. Instead, it’s the emotional side of the story, attempting to capture the satisfaction of being a Jeep driver. Let’s take a closer look at the Jeep Lifestyle and whether it sounds like a good fit for you.

What Is the “Jeep Lifestyle”?

Jeep Wrangler driving a forest road

As we mentioned above, the “Jeep Lifestyle” refers to the community of Jeep owners and the sense of pride they get from being part of that community. The Jeep Lifestyle is for people who treat their Jeeps not just as vehicles that get them from point A to point B, but instead as part of their identity.

People living the Jeep Lifestyle treat the Jeep as a main passion in life. Many of the friends they’ve made in their life have been made via the Jeep community; they spend their days off either working on or driving their Jeeps; and in the average conversation they hold, Jeep tends to come up sooner or later.

The Jeep Lifestyle isn’t referred to as the Jeep Community because for these people, owning a Jeep is literally a way of life. It defines who they are and what decisions they make. Members of the Jeep Lifestyle and their Jeeps are partners for life.

Jeep’s Distinct Brand Personality

The Jeep Lifestyle has a very distinct brand personality that sets it apart from any other car brand out there. Watch a car commercial from any other car brand and you’ll typically see a car driving smoothly as calming narration tells you how safe and comfortable the car is. Soft music will attempt to play to your emotions, letting you know that in this car’s care, you’ll have nothing to worry about.

On the other hand, a Jeep commercial will usually show the Jeep bumping around over rocks and getting dirty while driving through mud. It will feature a gruff manly voice and heavier music featuring guitars. These commercials may inspire you to get out on the road and get dirty.

This is due to the fact that the Jeep crowd is very different from any other car’s target audience. The Jeep Lifestyle promotes ruggedness, a rebellious spirit, and those who aren’t afraid to get out there and ride the unpaved paths.

When Was Jeep’s Brand Personality Established?

According to Jeep themselves, the Jeep brand is linked to freedom, adventure, authenticity, and passion. They claim that this brand personality has existed for the last 80 years, which reflects the history of the Jeep company.

Back in the 1940s, the Jeep brand 4×4 was used to help the Allied soldiers fight in World War II. This gives the brand the distinct image of heroism and patriotism that makes it popular with people who value those principles.

It wasn’t until the 1950s that Jeep began making recreational vehicles that everyday citizens could buy. In order to distinguish themselves from other car brands, Jeep decided to go all in on its off-road potential. This gave the Jeep brand the imagery of freedom since you can truly take a Jeep brand vehicle wherever you want.

Other off-road car brands existed at the time, but to distinguish itself from these brands, Jeep found a clever balance between on- and off-road capabilities to further add to the freedom of the brand. Not only could you drive a Jeep off-road through the dirt, but you could also drive it on paved city roads at a reasonable speed.

Sense of Community Between Jeep Owners

One of the most powerful aspects of the Jeep Lifestyle is the sense of community that grows between Jeep owners. You can find forum post after forum post describing Jeep owners helping other Jeep owners with their problems.

As an example, one Jeep owner described the time his Jeep ran out of gas before he could get to a gas station, and while he was pushing his Jeep, another Jeep owner and his son pulled over and began to help him.

There are also forums dedicated to Jeep owners helping Jeep owners with problems concerning their vehicles. Look up almost any problem you could ever have with a Jeep, and one of the first results you’ll will likely be a Jeep forum post with tons of replies sharing potential fixes.

Another aspect of the Jeep Lifestyle is something known as the “Jeep Wave.” Simply put, when Jeep owners drive past each other, they’ll give each other a wave. This just goes to show that Jeep owners will show respect even to complete strangers simply for owning a Jeep.

Individualism and Adventure

SUV fording river

Another important aspect of the Jeep lifestyle is the individuality that a Jeep allows and the encouragement of adventure and creativity. Many Jeep owners feel that they can fully express themselves with their Jeep alone.

By far one of the best things about Jeeps is their seemingly limitless customizability. If it’s hot outside, you can take off the windows and even the roof. If you don’t like the round headlights your Jeep came with, take them out and replace them with square ones. If you think your Jeep is too small, raise it up a few inches.

If you own a Jeep, you don’t actually just own “a” Jeep. You own “your” Jeep, and you have the power to make it the perfect Jeep for you.

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