From ‘Jeep’ to Jeep: The Origins and Acquisition of the Trademark Name

Updated on Jul 18, 2023

Branding is a funny game, especially in the automotive industry. Traditionally, a company shares the namesake of its founding members, as is the case of Henry Ford to Ford, Louis Chevrolet to Chevrolet, and the Dodge brothers–Horace and John–to Dodge. So what about America's favorite 4x4?

Believe it or not, there was never a Joey Jeep, Jeep brothers, or any other namesake to found the brand, save Jeep's first parent company–Willys-Overland Motors–founded by John North Willys. The title “Jeep” is entirely its own, but where does it originate from?

In this article, our experts unpack the history of the "Jeep" brand, including history, the name's supposed origins, and the lengthy, obstacle-riddled trademarking process.

The History of the Jeep

The modern-day Jeep we know descends from rich, WWII-era military history. With tensions rising in the West and the United States’ entry into the Second World War on the horizon, the U.S. military direly needed a lightweight, four-wheel-drive reconnaissance vehicle.

The government sent out bids, to which three auto manufacturers responded: Willys-Overland, Ford Motor Company, and the American Bantam Car Company. While Bantam produced the first design–the BRC–the model came in overweight, granting Willys and Ford the opportunity to engineer their own revised versions of Bantam’s design.

Eventually, the revised Willys Quad stole the contract from Bantam, while Ford hijacked any overflow production due to its far greater manufacturing capabilities. The Willy’s quad developed into the Willys MA, which was later revised into the Willys MB and Ford GPW we’re all familiar with!

The Origins of "Jeep"

As you’ve probably noticed, none of the aforementioned models or manufacturers have anything to do with the title “Jeep,” so where did it come from?

While the title's origin is a topic of debate, the consensus is that "Jeep" stems from slang terminology used by soldiers during the war. While Willys branded its version of the 4x4 the “MB,” where “M” stands for “Military” and “B” relates to the model’s second revision (after the MA), Ford’s identical counterpart received “GPW” branding. Ford’s title is an acronym, though commonly misconstrued. “GP” was thought to mean “general purpose”; however, “G” actually stands for “Government,” “P” represents “80-inch wheelbase reconnaissance,” and “W” stands for “Willys.”

Regardless, both the Willys MB and Ford GPW were often shortened to “GP,” or “Jee-Pee” phonetically; try saying that quickly a few times, and you’ll likely hear the familiar term “Jeep.” Once the name gained traction, paired with mumbled and slurred speech, the "Jeep" was born!

Name Acquisition and Trademarking

After a few years, the slang title extended beyond the Willys MB and Ford GPW. Soldiers began referring to any multi-purpose, light-duty, four-wheel-drive chassis as a “Jeep." The term became so popular that, once Willys began manufacturing civilian 4x4s in the early 1940s, they dubbed the slightly-modified MB the “CJ-2A,” or “Civilian Jeep.”

Though the CJ-2A was easily recognizable as a “Jeep,” Willys hadn't yet trademarked the name. As a result, the company played loosely with the title in advertising campaigns without actually branding the CJ as a "Jeep.” Unlike modern ads for Wranglers, you’ll often see vintage CJ-2A advertisements (pre-1950) using "Jeep" in quotation marks to represent the slang terminology rather than the unregistered trademark.

When Willys-Overland first applied for ownership of the Jeep name in 1943, issues arose over which manufacturer–Bantam, Willys, or Ford–deserved the title. Since Bantam held the first design, Willys engineered the revised unit used in battle, and Ford’s GPW likely spawned the terminology, Willys faced several hiccups. However, Willys-Overland eventually won the title in 1950 and, thus, earned the right to brand its vehicles as “Jeeps.”

Though it's impossible to know where the company would be had Willys lost the trademark dispute, one thing’s for certain: the term “Jeep” has grown far beyond its humble, slang roots. The title sparks a sense of off-road adventure, unlike any other auto manufacturer, due primarily to the MB/GPW’s rich military heritage and Willys’ successful acquisition of the title. And quite frankly, can you imagine referring to the iconic, seven-bar-grille-sporting 4x4 as anything but a Jeep?