Jeep as brand came into existence at the advent of World War II when the American military commissioned Willy’s Overland and Ford to build a general purpose wagon. To be exclusively built for the armed forces, it had to be light, sturdy and immensely capable. So, when all the engineering brains came together, the Jeep was born and then went on to become the hallmark of off-road capability for the better half of the 20th century.
In India, the Mahindra brothers bought rights to build the CJ3B in the sixties and the Jeep began its journey in the country. On its own, Jeep attempted to enter the Indian market but had to wait a few years until they launched the Wrangler and the Grand Cherokee in 2016. Known for their rugged flair and difficult-to-match off-roading capabilities, the Jeep entered the lesser known Indian waters with the plans to localise production of the two cars within a year.
The American marque plans to expand its production capabilities by adding more models to the line-up and also setting up India as their export base for the ASEAN countries. Jeeps are premium, especially with the pricing that they have been introduced with and will be concentrating on exclusivity rather than volumes. In the global line-up Jeep has the Renegade, the Compass and the Patriot along with the Cherokee.