Editing Jeep (section)

==Brand, trademarks and image==
[[File:A jeep's-eye view of the seabees in action - NARA - 513727.jpg|thumb|Willys wartime advertisement promoting its Jeeps' contribution to the war effort]]
The "Jeep" brand has gone through many owners, starting with [[Willys|Willys-Overland]], which filed the original trademark application for the "Jeep" brand-name in February 1943.<ref name="Statham"/> To help establish the term as a Willys brand, the firm campaigned with advertisements emphasizing Willys' prominent contribution to the Jeep that helped win the war.<ref name="Statham">{{cite book|last=Statham|first=Steve|title=Jeep Color History |year=2002 |publisher=MBI |isbn=978-0-7603-0636-9|url= https://archive.org/details/jeepcolorhistory00stev |url-access=registration|access-date=28 October 2010|pages= [https://archive.org/details/jeepcolorhistory00stev/page/26 26]–27}}</ref> Willys' application initially met with years of opposition, primarily from Bantam, but also from [[Minneapolis-Moline]]. The [[Federal Trade Commission]] initially ruled in favor of Bantam in May 1943, largely ignoring Minneapolis-Moline's claim, and continued to scold Willys-Overland after the war for its advertising.<ref>{{cite journal |url=https://www.hemmings.com/magazine/hcc/2010/06/The-Industrial-Jeep---1943-NTX/3396821.html |title=The Industrial Jeep – 1943 NTX |journal=Hemmings Motor News |first=Daniel |last=Strohl |date=June 2010 |access-date=16 January 2022 |archive-date=February 22, 2018 |archive-url=https://web.archive.org/web/20180222225832/https://www.hemmings.com/magazine/hcc/2010/06/The-Industrial-Jeep---1943-NTX/3396821.html |url-status=live }}</ref> The FTC even slapped the company with a formal complaint, to cease and desist any claims that it "created or designed" the Jeep – Willys was only allowed to advertise its contribution to the Jeep's development.<ref>{{cite book|url= https://archive.org/details/americandesignad0000pulo |url-access= registration |page=[https://archive.org/details/americandesignad0000pulo/page/20 20] |title=The American Design Adventure, 1940–1975 |first=Arthur J. |last=Pulos |publisher=MIT Press |year=1988 |isbn=978-0-262-16106-0 |access-date=25 January 2018}}</ref> Willys however proceeded to produce the first [[Jeep CJ|Civilian Jeep (CJ)]] branded vehicles in 1945. Being the only company that continually produced "Jeep" vehicles after the war, Willys-Overland was eventually granted the name "Jeep" as a registered trademark in June 1950.<ref name="Statham"/> Aside from Willys, [[King Features Syndicate]] has held a trademark on the name "Jeep" for their comics since August 1936.<ref name=AllparName>{{cite web |url=https://www.allpar.com/SUVs/wrangler/jeep-name.html |title=How the Jeep got its name |first1=Ken |last1=Massey |first2=David |last2=Zatz |website=allpar.com |access-date=27 January 2018 |archive-date=December 27, 2017 |archive-url=https://web.archive.org/web/20171227235923/https://www.allpar.com/SUVs/wrangler/jeep-name.html |url-status=live }}</ref>

Willys had also seriously considered the brand name ''A<small>GRI</small>J<small>EEP</small>'', and was granted the trademark for it in December 1944, but instead the civilian production models as of 1945 were marketed as the "Universal Jeep", which reflected a wider range of uses outside of farming.<ref>{{cite web |url=http://www.fourwheeler.com/features/1507-the-oldest-restored-civilian-jeep/ |title=The Oldest Restored Civilian Jeep |last=Allen |first=Jim |date=27 July 2015 |website=FourWheeler.com |publisher=Extreme Ventures |access-date=17 October 2020 |archive-date=February 22, 2018 |archive-url=https://web.archive.org/web/20180222165444/http://www.fourwheeler.com/features/1507-the-oldest-restored-civilian-jeep/ |url-status=live }}</ref>

[[FCA US|FCA US LLC]], the most recent successor company to the Jeep brand, now holds trademark status on the name "Jeep" and the distinctive 7-slot front grille design. The original 9-slot grille associated with all World War II jeeps was designed by Ford for their GPW, and because it weighed less than the original "Slat Grille" of Willys (an arrangement of flat bars), was incorporated into the "standardized jeep" design.

The history of the HMMWV ([[Humvee]]) has ties with Jeep. In 1971, Jeep's Defense and Government Products Division was turned into AM General, a wholly-owned subsidiary of American Motors Corporation, which also owned Jeep. In 1979, while still owned by American Motors, AM General began the first steps toward designing the Humvee. AM General also continued manufacturing the two-wheel-drive DJ, which Jeep created in 1953. The General Motors [[Hummer]] and Chrysler Jeep have been waging battle in U.S. courts over the right to use seven slots in their respective radiator grilles. Chrysler Jeep claims it has the exclusive rights to use the seven vertical slits since it is the sole remaining assignee of the various companies since Willys gave their postwar jeeps seven slots instead of Ford's nine-slot design for the Jeep.

===Off-road abilities===
[[File:Rockcrawling.JPG|thumb|right|Jeep Wrangler off-roading]]
Jeep advertising has always emphasized the brand's vehicles' off-road capabilities.<ref>{{cite web|url=http://news.top100.biz/shopping/Toledo-built-Jeeps-sales-results-abroad-mirror-those-in-North-American-market/ |title=Toledo-built Jeeps' sales results abroad mirror those in North American market |publisher=Top100.biz |date=2007-11-13 |access-date=2010-07-04 |archive-url=https://web.archive.org/web/20110706145841/http://news.top100.biz/shopping/Toledo-built-Jeeps-sales-results-abroad-mirror-those-in-North-American-market/ |archive-date=2011-07-06 }}</ref> Today, the [[Jeep Wrangler|Wrangler]] is one of the few remaining four-wheel-drive vehicles with solid front and rear axles. These axles are known for their durability, strength, and articulation. New Wranglers come with a [[Dana 44]] rear [[differential (mechanical device)|differential]] and a [[Dana 30]] front differential. The upgraded Rubicon model of the JK Wrangler is equipped with electronically activated locking differentials, [[Dana 44]] axles front and rear with 4.10 gears, a 4:1 [[transfer case]], electronic [[sway bar]] disconnect, and heavy-duty suspension.

Another benefit of solid axle vehicles is they tend to be easier and cheaper to "lift" with aftermarket suspension systems. This increases the distance between the axle and chassis of the vehicle. By increasing this distance, larger tires can be installed, which will increase the [[ground clearance]], allowing it to traverse even larger and more difficult obstacles. In addition to higher ground clearance, many owners aim to increase suspension articulation or "flex" to give their Jeeps greatly improved off-road capabilities. Good suspension articulation keeps all four wheels in contact with the ground and maintains traction.

Useful features of the smaller Jeeps are their short wheelbases, narrow frames, ample [[approach angle|approach]], [[breakover angle|breakover]], and departure angles, thus enabling them to traverse through places where full-size four-wheel drives have difficulty.

The Jeep's design does have some drawbacks however. The short wheelbase and lighter weight make climbing steeper inclines more difficult, as the weight cannot be as evenly distributed on an angle compared to longer wheelbase off-roaders. The usage of solid axles affects ground clearance, as their design makes them the lowest point to the ground regardless of the height of the body. Earlier Jeeps lacked basic safety equipment such as doors, seatbelts or roll cages, making them extremely dangerous if rolled over.