Jeep at 80: we roll the icons Car News

But although built for nature, Jeeps were increasingly used on the roads. In 1986, AMC responded and made the bold decision to withdraw the CJ Line, replacing it with the Wrangler. The name change marked a significant change in philosophy: the new machine was still a compact and capable off-roader, but there was a determined change to add more comfort and functionality to passenger cars. The first Wrangler took its basic design from the CJ-7, but the mechanics were pretty much all new.

Shortly after the Wrangler’s launch, Jeep got new owners. AMC had struggled for a long time, despite the success of its all-terrain brand, and in 1987 it was bought out by Chrysler.

Sure enough, Jeep’s popularity continued to grow, with the Wrangler complemented by a growing line of even more road-oriented products, helping Chrysler to grow significantly in turn. In 1998 the company merged with Daimler, but it was a disastrous endeavor that lasted less than a decade. Two years later, Chrysler went bankrupt during the 2009 financial crisis.

It was saved by Fiat, whose boss, Sergio Marchionne, recognized the potential of the Jeep brand. He rejuvenated the lineup and kept it focused on the Wrangler, still the all-purpose and all-rounder heart of the brand. Jeep became the cash cow of the Fiat Chrysler empire, and at times it pretty much backed all other brands.