Jeep 4x4 Day

Jeep 4x4 Day was first observed in 2016 in honor of the 75th anniversary of the first Jeeps, the Willys MBs, which started being made in 1941 and were used in World War II. The event takes place on the fourth day of the fourth month, a reference to 4x4, which means four-wheel drive. It celebrates all things Jeep and celebrates and is celebrated by Jeep enthusiasts and owners. It celebrates the freedom of off-road driving and is a day when people get outdoors with their Jeep.

The theme of the first observance was "Save the Dirt." In the lead-up to the day, fans were encouraged to be proud of the rugged and "dirty" look of their Jeep and to get their Jeep dirty and not wash it until after Jeep 4x4 Day. They were encouraged to share their best photos on the day and to consider the dirt in their photos as a badge of honor. The Jeep Snapchat channel was also launched in honor of the first observance.

In 2017, the custom Snapchat lens "Jeep Hair, Don't Care" was created in honor of the day, which allowed users to see themselves behind the wheel of an open-air Jeep Wrangler. For the 2019 observance, there was a pre-order opportunity for the Jeep Gladiator Launch Edition—which sold out on the day. Those who participated also were entered into a "Find Your Freedom" contest, which gave them a chance to win $100,000. In 2019, Jeep also posted content from fans, owners, influencers, and forums to create an Instagram Story celebration on the day.

The Willys-Overland Motor Company of Toledo, Ohio, received the first contract to make the original Willys MB Jeeps for the United States military on July 16, 1941. The construction led to a fast, tough, and nimble vehicle which helped the Allies win World War II. It was used as an ambulance and to tow anti-tank weapons. Machine guns were mounted on it to fight infantry, it was used to ford rivers, and for much more. Although military contracts followed after the war, as the war concluded, the MB was modified for civilian use, becoming the Willys CJ-2A, with improved seats and headlights, including a tailgate. Other versions of the Willys Jeep followed that same decade, like the Willys Station Wagon in 1946 and the Jeep pickup in 1947.

In 1950, "Jeep" became a registered trademark of Willys-Overland, and in 1953 the company became Willys Motors Inc. after being purchased by Henry J. Kaiser for $60.8 million. The CJ model (civilian Jeep) was updated that year and was followed by the CJ-5 in 1955. The company started being marketed as "the world's largest maker of four-wheel-drive vehicles." It was a time when recreational vehicles were on the rise, and seven models of Jeeps were made during the decade, one of them being the Jeep Forward Control. Jeep Jamborees were also first held during the decade.

Jeep made 14 models in the 1960s, including the Jeep Wagoneer starting in 1962. It had the first automatic transmission and independent suspension in a 4x4 vehicle. The Jeep Gladiator (SJ) pickup was introduced the same year. The company changed its name to Kaiser Jeep Corporation in 1963.

In 1970, Kaiser sold Jeep to American Motors (AMC) for about $75 million. The Quadra-Trac 4x4 System was introduced in 1972, "the first automatic full-time four-wheel-drive system." The Jeep Cherokee (SJ) hit the road in 1974 and won the 4x4 of the Year award, and the CJ-7 debuted in 1976.

American Motors had record sales in the 1980s. Jeep Cherokee (XJ), the first compact four-door SUV, first uniframe construction, and "first full-time 4x4 system with shift-on-the-fly capability," hit the market in 1984. With development influenced by the 1979 energy crisis, it was a smaller vehicle. It became one of the most popular Jeeps, with over 2.7 million being produced over the next 18 years. More changes took place over the decade. The CJ-series was discontinued, the Jeep Grand Wagoneer was introduced in 1984, and the Jeep Wrangler (YJ) came out in 1986. In 1987, AMC sold to the Chrysler Corporation, and Jeep became part of the Jeep-Eagle Division of Chrysler.

Known for its balance of on-road and off-road capability, and for being a smooth ride, being larger, more spacious inside, and more luxurious than previous Jeep Cherokees, Jeep Grand Cherokee (ZJ) arrived with the 1993 model. Looking very similar to the CJ-7, the Wrangler (TJ) rolled out in 1997. In 1998, Chrysler Corporation merged with Daimler-Benz. Jeep Grand Cherokee (WJ) came to be with the 1999 model, and Jeep Liberty (KJ) replaced the Jeep Cherokee (XJ) in 2001. The four-door Jeep Wrangler Rubicon
came in 2003 and the Jeep Commander (XK), which had an option for seven-passenger seating, ran from 2006 through 2010.

The Jeep Compass, Jeep Patriot (MK74), Jeep Wrangler (JK), and Jeep Wrangler Unlimited (JK) were introduced in 2007. The Jeep Liberty (KK) came out the following year. In 2009, Chrysler Group LLC formed a global alliance with Fiat S.p.A. Jeep Cherokee (KL) replaced the Jeep Liberty (KJ) in 2014, and the Jeep Renegade (BU) was first produced the following year. In 2016, global Jeep sales hit their highest point, with 1.41 million vehicles being sold. The Jeep Compass (MP) hit the road in 2017, and the Jeep Gladiator pickup was reintroduced in 2019. Early in the new decade, the three-row deep Jeep Grand Cherokee L, the Jeep Wrangler Rubicon 392, and hybrid electrics like the Jeep Wrangler 4xe and Jeep Grand Cherokee 4xe started being sold. Stellantis took over ownership of Jeep in 2021. More than 80 years after its start, with much change along the way, Jeep remains a brand of unparalleled success and is celebrated today with Jeep 4x4 Day.

How to Observe Jeep 4x4 Day

• Get outdoors and celebrate with your Jeep. Driving on trails through mud is ideal.
• Take part in a Jeep Jamboree.
• Post on social media, share photos, and use the hashtag #Jeep4x4Day.
• If you don't have a Jeep, make a plan to buy one.
• Check out Jeeps from each decade of their existence.
• In past years there have been promotions on gear on the Jeep website on the day, so keep a lookout for similar offers.
• Follow the Jeep Facebook and Instagram pages and check for any special promotions being organized for this year's observance.
• Read a book about Jeeps such as Jeep: The History of America's Greatest Vehicle or Jeep: Eight Decades from Willys to Wrangler.

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