• by Karl Greenberg , January 6, 2016

Jeep started as a government/general purpose (GP, or “jeep” if you slur it) vehicle in 1940 to fulfill a requirement for a World War II field car. Now, the current steward of the brand, Fiat Chrysler Automobile, is launching 75th Anniversary models across the entire range. A spokesperson says a marketing campaign will support the program. 

The Jeeps, which the company says will be in dealerships this quarter, will stand out for their military hues, bronze wheels, special badges denoting the day they rolled out into the field, and a roster of customized interior appointments and features. 

Mark Allen, head of Jeep design, said, in a corporate presentation on the new special edition vehicles, that the products come in a range of colors. “We didn’t want to have same color on everything, but came up with a range of military colors.” The key hues are versions of khaki. The Cherokee comes in a dark hue that Jeep calls “Recon Green”; Wrangler is olive drab, “but not ‘drab’” he says. That would be “Sarge Green.” The Renegade has a brighter, “Jungle Green.” 

Typically, Wrangler has been the vehicle that gets thematic customizations, with many limited-edition versions over the years such as the Sahara, and the current Back Country, Black Bear, Rubicon, and Freedom. In 2013 there was a 10th Anniversary Rubicon Ready edition, and there has been a “Call of Duty” Black Ops version, and, of course, the Tomb Raider Wrangler, part of an association with Paramount’s “Tomb Raider II: Cradle of Life” film back in 2003, among others. That is the same year that, under then-parent DaimlerChrysler, the company did the unthinkable, making some of its vehicles less than “Rubicon Ready,” replacing it with a “Trail Rated” badge.

Allen points out that the Wrangler, which, like the Porsche 911, has a profile that is unmistakable, is the spiritual descendent of the originals — the Willys, Bantam, and later the Ford GP. “The model has not changed much over the years; it is essentially the same, with a slotted grill, profile square top, and flat front end. It’s the core of our brand.” He points out that there has been a Wrangler in pretty much in production since it first appeared. “It has never gone out of production.” 

The suggested sticker for the Wrangler 75th Anniversary edition is $34,575, and $38,375 for the four-door Unlimited. Other colors are Black, Rhino, Mojave Sand, Bright White, Billet Silver and Granite Crystal. The 2016 Jeep Grand Cherokee 75th Anniversary edition comes in at $36,775 with 4X4. There is also a Cherokee edition at $29,875, also in all-wheel-drive. And there are Renegade, Patriot and Patriot Sport, and Compass anniversary editions.