Jeep Turns 85 Years of Heritage Into a New Marketing Strategy With “This Is Jeep Country”

Jeep is turning 85 years of brand history into the foundation of a new marketing strategy, using heritage, community and cultural identity to reposition one of the automotive industry’s most recognizable names.

The Stellantis-owned brand launched its new integrated campaign, “This Is Jeep Country,” on September 9. Rather than centering the campaign primarily on vehicle specifications or new technology, Jeep is building the message around its relationship with American culture and generations of owners who have helped shape the brand.

The campaign was developed in partnership with Chicago-based creative agency Highdive, a longtime Jeep collaborator, and is running across television, streaming, digital, social media, experiential marketing and out-of-home advertising.

From Military Origins to Modern Brand Culture

Jeep’s latest campaign reaches back to the company’s origins in 1941, when its vehicles became closely associated with the U.S. military during World War II.

That history becomes the starting point for a broader narrative connecting Jeep with ideas including freedom, capability, resilience and exploration.

One of the concepts behind the campaign, according to Highdive creative director Jeremy Adams, was the idea that “America was the Jeep brand’s first customer.”

The main campaign film combines historic material with newly produced footage and user-generated content from Jeep owners. Instead of presenting the vehicle as the sole focus, the creative places Jeep inside a wider story involving outdoor culture, travel, owner communities and American landscapes.

Jeep CEO Branden Coté said the brand’s history has been shaped by building vehicles for people willing to take difficult paths and explore beyond conventional boundaries.

The campaign features products from across Jeep’s current portfolio, including the Wrangler, Gladiator, Grand Cherokee, Cherokee, Compass, Grand Wagoneer and the all-electric Jeep Recon.

Jeep Expands the Campaign Across Multiple Audiences

“This Is Jeep Country” is not being distributed as a single piece of creative.

Jeep has also developed digital extensions aimed specifically at Hispanic and African-American audiences, adapting the broader campaign message to different cultural contexts while keeping the main brand identity intact.

Lindsay Dyer Fifelski, head of U.S. advertising for Jeep, told Marketing Dive that the company wanted these executions to feel culturally grounded while remaining connected to the larger campaign.

The approach reflects a broader challenge for major consumer brands: maintaining one recognizable global identity while adapting messaging for increasingly fragmented audiences.

Instead of producing completely separate brand strategies for different groups, Jeep is attempting to build variations around one central platform.

Streaming, Football and Connected TV Become Major Distribution Channels

Jeep is also giving the campaign a broad media footprint.

The company confirmed placements around NFL and football programming as well as digital, connected television and streaming distribution across platforms including Disney+, Paramount+, Max and Peacock.

That media mix illustrates how large brand campaigns continue to move beyond the traditional television model.

A campaign that might once have been built primarily around a national TV commercial can now appear across streaming services, connected televisions, social platforms, digital advertising, live events and outdoor media at the same time.

The result is a campaign designed less around one advertisement and more around a continuous brand platform.

A New Marketing Tone Under New Leadership

The campaign also arrives during a period of leadership change at both Jeep and parent company Stellantis.

Marketing Dive reported that Branden Coté became Jeep CEO in August, while Stellantis has also been reshaping its broader leadership and business strategy. Dyer Fifelski described “This Is Jeep Country” as representing a somewhat bolder tone for Jeep’s marketing.

That shift matters because Jeep is not abandoning its traditional identity.

Instead, the company is attempting to reinterpret familiar brand assets — history, off-road capability, adventure and its owner community — for a modern media environment.

The underlying strategy is essentially to turn decades of accumulated brand recognition into something that can compete for attention across today’s fragmented marketing channels.

The Campaign Arrives as Jeep Builds Sales Momentum

The marketing push also comes against a changing business backdrop.

According to figures cited by Marketing Dive, Stellantis recorded its fourth consecutive quarter of year-over-year North American growth in the second quarter of 2026. U.S. sales increased 6% compared with the same period a year earlier, while the overall U.S. industry declined slightly during the period.

That gives Jeep an opportunity to reinforce brand awareness while also supporting a portfolio that now includes combustion-engine vehicles, hybrids and fully electric models.

The inclusion of the new Jeep Recon in the campaign is particularly notable.

Rather than creating an entirely separate identity for its electric vehicles, Jeep appears to be positioning electrification as another chapter within the same brand story.

Why This Matters for Marketers

“This Is Jeep Country” provides an interesting example of how an established company can use brand heritage without turning a campaign into simple nostalgia.

Jeep is not only reminding consumers that the company has existed for 85 years.

It is trying to convert that history into a competitive marketing asset.

The strategy connects several elements — product, history, customers, user-generated content, cultural identity and community — under one recognizable idea.

That distinction is increasingly important in markets where technical product advantages can be temporary and competitors can often introduce similar features quickly.

A brand’s history and the community surrounding it are much harder to reproduce.

Jeep’s campaign therefore represents something larger than another automotive advertising launch. It demonstrates how legacy companies can take existing brand equity and rebuild it for a marketing environment dominated by streaming, social media, cultural segmentation and constantly shifting consumer attention.

“This Is Jeep Country” may begin with Jeep’s history, but the strategy is clearly focused on what the brand wants to become next.

Sources

Jeep / Stellantis — Official “This Is Jeep Country” announcement
Official Jeep campaign announcement

Marketing Dive — How Jeep is charting a new course for its marketing
Marketing Dive coverage