Jeep Tone of Voice — Adventurous & Rugged

Tagline: "Go Anywhere. Do Anything."

Industry: Automotive

Sector: Automotive

How Jeep Communicates

Jeep ties its 4x4s to unlimited freedom and terrain. "Go Anywhere. Do Anything." frames the vehicles as passports to adventure with no road required — rugged, adventurous, free. The voice is trail-conquering and bold, selling the promise that nowhere is off-limits.

Tone Words

Jeep's brand voice is defined by the following tone words: Adventurous, Rugged, Free.

Communication Style

Language Style: Trail-conquering
Sentence Type: Command
Tense: Command
Expression: Straightforward

Jeep Brand Story

Jeep is an American icon of freedom and capability, born in WWII and beloved by adventurers.

Brand Message

Freedom and adventure since 1941

Brand Mission

To enable life's extraordinary journeys

Brand Positioning

Core Concept: Freedom Adventure

Central Tension: Heritage vs. Modern

About Jeep

Jeep is an American automobile brand, now owned by multi-national corporation Stellantis. Jeep has been part of Chrysler since 1987, when Chrysler acquired the Jeep brand, along with other assets, from its previous owner, American Motors Corporation (AMC). Jeep's current product range consists solely of sport utility vehicles—both crossovers and fully off-road worthy SUVs and models, including one pickup truck. Previously, Jeep's range included other pick-ups, as well as small vans, and a few roadsters. Some of Jeep's vehicles—such as the Grand Cherokee—reach into the luxury SUV segment, a market segment the 1963 Wagoneer is considered to have started. Jeep sold 1.4 million SUVs globally in 2016, up from 500,000 in 2008, two-thirds of which in North America, and was Fiat-Chrysler's best selling brand in the U.S. during the first half of 2017. In the U.S. alone, over 2400 dealerships hold franchise rights to sell Jeep-branded vehicles, and if Jeep were spun off into a separate company, it is estimated to be worth between $22 and $33.5 billion—slightly more than all of FCA (US). Bob Broderdorf is the current CEO of the Jeep brand worldwide. Prior to 1940 the term "jeep" had been used...

Frequently Asked Questions About Jeep

What is Jeep's tone of voice?

Jeep uses a adventurous, rugged, free tone of voice. Their communication is trail-conquering, typically using command-style sentences in the command tense. Their tagline "Go Anywhere. Do Anything." exemplifies this voice.

How does Jeep communicate with customers?

Jeep is an American icon of freedom and capability, born in WWII and beloved by adventurers.

What is Jeep's brand message?

Jeep's core message: Freedom and adventure since 1941 Their mission: To enable life's extraordinary journeys

What is Jeep's slogan?

Jeep's slogan is "Go Anywhere. Do Anything.". It carries their adventurous, rugged, free voice.

What is Jeep's mission?

Jeep's mission: To enable life's extraordinary journeys

What makes Jeep's brand voice unique?

Jeep stands out through their adventurous, rugged, free communication style. Their central brand tension, "Heritage vs. Modern", shapes how they communicate across the Automotive sector.

What language style does Jeep use?

Jeep uses trail-conquering language, with straightforward messaging, in command-style sentences, using the command tense.