Freedom, Authenticity, Adventure & Passion
Quick Answer: What Do Jeep’s Core Values Mean?
Jeep’s core values Freedom, Authenticity, Adventure, and Passion represent more than a brand message. They define the Jeep lifestyle. These values reflect the ability to explore without limits, stay true to who you are, push beyond the pavement, and build meaningful connections through shared experiences. Every Trail Rated® Jeep is engineered to support these values in real-world conditions.
The Jeep brand is like no other out there. Jeep’s core values are freedom, adventure, authenticity, and passion. As Jeep owners throughout history, we have learned "Go Anywhere, Do Anything" is more than just a slogan - for Jeepers it’s our way of life.
Watch more ➤➤ How the Jeep Trail Rated 4x4 Badge is Earned
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| Jeep Trail Rated 4x4 Badge |
Jeep Changed My Life
I have embraced that way of life and it has changed me. I have experienced amazing adventures, met some of the greatest people who are now my lifelong friends, and found my passion in all things Jeep. Those core values are a reflection of myself. It’s a connection like no other.
Four Core Values
The Jeep Brand has embodied those four core values into the DNA of every Jeep they make. Not just the Wranglers and their predecessors but the Compass, Cherokee, Grand Cherokee, the Renegade and so many more. The one thing that ties all those Jeeps together is the Trail Rated 4x4 Badge and we need to appreciate ALL of those Jeeps because they all are so capable and unique in their own ways. Sometimes people joke about the badge, and you need to realize it’s not just a badge they stick on the Jeep. It is earned.
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| Jeep Trail Rated 4x4 Badge |
Trail Rated 4x4 Badge
Every Jeep vehicle with that Trail Rated 4x4 badge has succeeded against a series of grueling tests in five categories: Traction, Water Fording, Maneuverability, Articulation and Ground Clearance. Trail Rated is an industry-leading methodology initially established by the Nevada Automotive Test Center (NATC) and Jeep Engineering to objectively measure off-road performance for all Jeep vehicles.
4x4 Testing
First the testing begins at Jeeps US Headquarters where the Jeeps endure the bitter angry cold weather in Northern Michigan. then it’s out to some of the most challenging terrain on earth. The Rubicon Trail located high in the Sierra Nevada Mountains, the Rubicon Trail is 22 miles of incredible rocky, grueling beautiful landscape. It’s a natural off-road adventure park populated by massive rocks and unforgiving boulders. Weather and constant use mean the trail is always changing to provide new challenges for vehicles hoping to be Trail Rated®.
Pushing to the Limits
Jeep says, "Pushing our vehicles as far as they can go is part of the Jeep Brand DNA.” They strive for groundbreaking capability so we as Jeep owners can pursue our exhilarating adventures. Jeep says their vehicles will continue to be tested to battle everything you may encounter.
If a Jeep vehicle is affixed with the trail rated badge you know it has passed the test in five performance categories.
- Traction that tells you that vehicle is capable to conquer some of the toughest terrain in mud, sand and on rocks.
- Water Fording features additional electrical and body sealing along with a high air intake to help you navigate streams and flooded underpasses.
- Maneuverability means that Jeep is capable to navigate narrow gaps, dodge emergency situations and avoid cosmetic damage thanks to precision steering and optimized wheelbases, which allow for expert navigation.
- Articulation means those trail rated suspensions enhance off-road performance maximizing flexibility, axle articulation and wheel travel.
- Ground Clearance
is more than just the area under your Jeep when you drive over obstacles it
also includes approach, break over and departure angles to ensure the vehicle
can clear logs, rocks and uneven ground.
So remember the next time you see that trail rate 4x4 badge on your Jeep or other Jeeps know it’s not just a badge it’s a lot more! Jeep says they don’t make Jeep. We do. Revel in all things Jeep… that unstoppable spirit that makes our Jeep community and our Jeep experiences what it means to live the Jeep life.
FAQs: Jeep Core Values & the Trail Rated® Badge
What does “Go Anywhere, Do Anything” really mean?
“Go Anywhere, Do Anything” is more than a slogan—it reflects Jeep’s commitment to real capability. For Jeep owners, it means having the confidence to explore diverse terrain, tackle challenges, and pursue adventure without limitations.
Is the Trail Rated® badge just marketing?
No. The Trail Rated® badge is earned through extensive real-world testing conducted by Jeep engineers in extreme environments, including cold-weather testing in Michigan and demanding terrain like the Rubicon Trail in California.
Do only Jeep Wranglers earn the Trail Rated® badge?
No. While Wranglers are well known for off-road capability, other Jeep models—including the Cherokee, Grand Cherokee, Compass, Renegade, and Gladiator—can also earn the Trail Rated® badge if they meet Jeep’s performance standards.
