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America’s Most Patriotic Brand 23 Years in a Row

Jeep shows no signs of slowing down


The Jeep brand, celebrating more than eight decades of freedom, adventure, passion and authenticity, has again been named as America’s most patriotic brand. For the 23rd year in a row, the Jeep brand is America’s most patriotic, according to Brand Keys Most Patriotic Brands survey. Consumers who were surveyed assessed brands that best embody the value of patriotism in 2024.

“Being recognized as America’s most patriotic brand for the 23rd consecutive year is a testament to our passionate owners and enthusiasts who whole-heartedly embrace the outdoor adventure and freedom that our Jeep 4x4s offer, which is second to no other,” said Bill Peffer, senior vice president and head of Jeep brand North America.

2024 Jeep Low Down Concept

To determine the 2024 rankings, Brand Keys surveyed more than 7,460 consumers, 18 to 65 years of age, balanced for gender and political affiliation, assessed 1,381 brands in 143 B2C and B2B categories, using Brand Keys emotional engagement measures. The assessments evaluated brand resonance for the single value of patriotism, and the Jeep brand was identified as the best for meeting today’s patriotism challenges. 

Jeep Wrangler Magneto 3.0 Concept

“Patriotism is one of the most powerful values a brand can own. Jeep has primary ownership of that value, with a real emotional underpinning. Jeep has a history forged in the past and the present,” said Robert Passikoff, president and founder of Brand Keys. “And if there’s such a thing as ‘patriotic DNA,’ it shows up in our Most Patriotic Brands emotional engagement assessments. In a more political and partisan marketplace, Jeep has been able to create a bond with all consumers, which is why Jeep shows up at the top of the list every year.”

The Jeep brand and the USO are also marking 16 years together to help support and keep the members of the nation’s military connected to everything that gives meaning to their service. More information can be found at



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