The Jeep brand currently owned by Chrysler first began as Willys-Overland Motors founded by John Willys in 1908 when he bought Overland Automotive. The company experienced the same sort of expansion and shortly thereafter deterioration that the 20's boom and 30's depression brought. When WWII came Willys produced the U.S. army's small trucks that soon became nicknamed the Jeep by soldiers who were reminded of the Eugene the Jeep from the cartoon pop eye that was a mysterious dog from the fourth dimensional land of Jeep that was able to teleport and solve very complex problems, qualities the soldiers claimed the vehicle had as well. With the massive success of the Jeep the company decided simply to focus on off road rugged utility vehicles and would even later be the creator of the first ever SUV, the Wagoneer, which coined the term 'Sport Utility Vehicle' in its first brochure, thirty years before the term was popularized.
After the Jeep name was established (Willys had it trademarked by 1950), various companies bought and sold the brand to complement their range. It first started with Kaiser Mortors in 1953 that in ten years became Kaiser-Jeep. In 1970 American Motors Company snagged it up in order to accompany their passenger cars and expand their lineup variety and size while sharing many parts with the new more rugged vehicles that created a quite cost efficient enterprise that was only thwarted by a poor market place. This unsavory market affected AMCs prosperity allowing Renault to put investments in the brand, however Renault ran into monetary troubles as well, allowing Chrysler an uncompetitive purchase of AMC in 1987.
Chrysler has maintained ownership since and though originally kept the popular vehicles the same, steady changes of the brand and the cars have created a market available to people who have no need for rugged vehicles. Despite this shift the Wrangler, formerly the CJ (civilian Jeep), has remained essentially unchanged in its capabilities and foundational styling.
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