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Jeep Voted Most Patriotic Brand for 23rd Year

It sounds like a broken record, but it is a record any brand would love to have. Jeep has been selected as the most patriotic brand yet again. Ford Motor came in second.

The Jeep brand prides itself on being started as a military vehicle more than eight decades ago. Jeep has once again been named as America's most patriotic brand. For the 23rd year in a row, the Jeep brand is America's most patriotic, according to Brand Keys Most Patriotic Brands survey. Consumers who were surveyed assessed brands that best embody the value of patriotism in 2024. The 2024 Jeep Wrangler is the brand's most recognizable vehicle. It is available with a number of engines. Its  plug-in hybrid model called the 4xe is the most popular PHEV in America. 

"Being recognized as America's most patriotic brand for the 23rd consecutive year is a testament to our passionate owners and enthusiasts who whole-heartedly embrace the outdoor adventure and freedom that our Jeep 4x4s offer, which is second to no other," said Bill Peffer, senior vice president and head of Jeep brand North America.

The Brand Keys Survey

Brand Keys surveyed more than 7,460 consumers, 18 to 65 years of age, balanced for gender and political affiliation, assessed 1,381 brands in 143 B2C and B2B categories, using Brand Keys emotional engagement measures. The assessments evaluated brand resonance for the single value of patriotism, and the Jeep brand was identified as the best for meeting today's patriotism challenges.

“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,” said Robert Passikoff, president and founder of Brand Keys. “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.”

Jeep’s Patriotic History

I have written about the patriotism survey for a number of years now. Not only was the Jeep brand founded to help solve military access issues, it has also created a number of special editions honoring different branches of the Armed Forces with Freedom Editions. Jeep has always stressed that it was built on freedom and offers frequent discounts for military members and retired military.

Jeep and the USO

The Jeep brand and the USO are also marking 16 years together to help support and keep the members of the nation's military connected to everything that gives meaning to their service.

Additionally, through the Jeep brand's Military Incentive Program, select military personnel are eligible for military bonus cash to use toward select Jeep brand vehicles. Active, active reserve, retired military, retired military reserve, 100% disabled veteran and honorably discharged veterans, within 12 months of discharge date, are eligible under the program. The offer applies to purchases and leases on select 2024 and 2023 Jeep brand vehicles.

Jeep Photo

Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.

Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.