Jeep® Named America’s Most Patriotic Brand for the 24th Consecutive Year

AUBURN HILLS, Mich., May 16, 2025 /PRNewswire/ —

Jeep® holds top spot in Brand Keys’ annual ‘Most Patriotic Brands’ survey for the 24th consecutive year
Survey ranks brands on emotional resonance with patriotism; full top 50 list to debut June 9, 2025
Jeep and USO celebrate a 17-year partnership dedicated to military support and community engagement
Military incentive program provides bonus cash and discounts on Jeep vehicles for service members and veterans

For nearly a quarter-century, the Jeep® brand has worn the crown of America’s Most Patriotic Brand, a distinction reaffirmed today by the Brand Keys 2025 Most Patriotic Brands survey. In an era where brand loyalty often hinges on emotional alignment rather than product specs, Jeep’s enduring connection to American ideals of freedom and rugged individualism remains unmatched.

The automaker, born on the battlefields of WWII, has evolved from wartime necessity to cultural icon, capturing the hearts of 7,460 consumers surveyed across 143 product categories. This year’s recognition underscores Jeep’s ability to tether its heritage to modern relevance, offering everything from the award-winning Wrangler series to its first all-electric U.S. model, the Jeep Wagoneer S—a signal of the brand’s pivot toward sustainable adventure without abandoning its core identity.

“For 24 years running, our customers have delivered a clear message: Jeep isn’t just a vehicle, it’s a symbol,” said Bob Broderdorf, CEO of Jeep. “That legacy, forged in freedom over eight decades ago, continues to drive us—not just in engineering innovation, but in supporting the values our community holds sacred.”

Robert Passikoff, founder and president of Brand Keys, attributed Jeep’s longstanding dominance to its unique emotional chemistry. “Patriotism isn’t about waving flags anymore,” Passikoff explained. “It’s cultural affiliation, an unwavering association between a brand and the ideals consumers want to embody. Jeep checks every box: military roots, all-American capability, ownership as a statement. In a climate where trust in governments and institutions wavers, brands like Jeep have become emotional proxies for national pride.”

The annual survey, which evaluates emotional engagement across 1,381 brands, reflects Jeep’s multifaceted strategy to stay relevant. From its collaboration with the USO since 2008—aiming to strengthen ties with military families—to its military incentive program offering up to $500 off for eligible service members, the brand consistently markets itself as both a participant in and a benefactor of American values.

Beyond patriotism, Jeep’s 2025 product roadmap hints at transformation. Alongside the Wrangler 4xe, which remains the U.S.’s top-selling plug-in hybrid SUV, the electric Wagoneer S targets a demographic seeking zero-emission capability while retaining the brand’s iconic design cues. “Adventure isn’t bound by a powertrain,” Broderdorf noted.

As the automotive landscape shifts toward electrification, Jeep’s ability to balance heritage with progress—and sustain its reputation as a cultural flag-bearer—highlights a critical case study in brand longevity. With the full 50 Most Patriotic Brands list set for release next month, competitors may find themselves measuring not just against rivals, but against a legacy of patriotism that moves wheels and hearts alike.

*Data reflects Brand Keys 2002-2025 survey trends

*Jeep Wrangler 4xe and Grand Cherokee 4xe sales benchmarks: S&P Global Mobility U.S. State Registrations through March 31, 2025

Jeep Brand Overview
Now an 80-year-old testament to capability, Jeep continues to innovate at the intersection of adventure and American craftsmanship. Its current lineup bridges the gap between tradition and tomorrow, offering internal combustion, hybrid, and all-electric variants while maintaining the iconic seven-slot grille identity it adopted in 1941. The Jeep Wave owner experience program further extends this ethos, delivering 24/7 support and loyalty perks that reinforce the brand’s commitment to ‘freedom’ beyond retail transactions.

Connect with Jeep
Company blog: http://blog.stellantisnorthamerica.com
Media insights: http://media.stellantisnorthamerica.com
Official site: www.jeep.com
Social channels: Facebook | Instagram | X (Twitter) | LinkedIn | YouTube

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