Jeep is entering 2026 with a clear message: capability doesn’t have to come with a premium price tag. The iconic SUV brand has unveiled “Jeep Things,” a new global marketing and advertising campaign designed to spotlight its latest price repositioning—alongside expanded standard features and significant price reductions across its 4x4 lineup.

The campaign launches with a 60-second hero spot running across Jeep’s social and digital channels, supported by a 30-second broadcast version that began airing during recent football games. Together, the spots aim to reset perceptions around what Jeep ownership costs—and what customers get for their money.

Pricing as a brand statement, not just a promotion

Unlike traditional automotive campaigns that focus narrowly on incentives or short-term discounts, “Jeep Things” frames pricing as part of the brand’s identity. The campaign follows Jeep’s announcement of new starting prices across its SUV range, combined with a sharper focus on features and technologies customers value most.

According to the company, the updated lineup delivers an average of more than $4,000 in added value per vehicle. Some models, including the Jeep Grand Wagoneer and Grand Cherokee, now offer as much as $10,000 in additional value through pricing adjustments and enriched standard equipment.

For Jeep, this repositioning is about removing a long-standing tension in the market: the assumption that serious off-road capability is inherently unaffordable.

“‘Jeep Things’ isn’t only a thrilling reminder of all the amazing ways that Jeep brand drivers can blaze their own path,” said Olivier Francois, global chief marketing officer at Stellantis. “It also serves as an opportunity to let our fans and followers know that they shouldn’t be confusing capability and unaffordability.”

A campaign built on brand mythology

Creatively, “Jeep Things” leans heavily into the brand’s cultural shorthand—those unspoken moments Jeep owners instantly recognize. The voice-over moves quickly through a mix of humor, grit, and Americana: unexpected wildlife encounters, questionable grooming decisions, mud-as-exfoliation, and the kind of freedom that treats gravity as optional.

The message is clear without being preachy. Jeep isn’t selling luxury polish or status signaling. It’s selling experiences—often messy, occasionally uncomfortable, and unmistakably authentic.

One of the campaign’s sharpest lines draws a direct line between brand values and pricing strategy:
“Making a Jeep vehicle for only people with cash like him? Not a Jeep thing.”
“Making adventure affordable? Now that’s a Jeep thing.”

That framing positions affordability not as a compromise, but as a feature—arguably one of the most important ones in a market where vehicle prices have steadily climbed.

A strategic reset for the Jeep portfolio

From a product perspective, the campaign reflects broader changes across Jeep’s SUV lineup for 2026. CEO Bob Broderdorf emphasized that the company has rethought both pricing and content across every nameplate, from the entry-level Jeep Compass to the flagship Wrangler.

“For 2026, across our entire Jeep SUV lineup, we have smarter pricing and a sharper focus on the features, content and technologies Jeep customers care about most,” Broderdorf said. “Every nameplate now brings more substance, more technology, and more Jeep authenticity for the money.”

That emphasis on “authenticity” matters. Jeep has spent decades cultivating an image rooted in freedom, exploration, and utility. By tying pricing directly to those values, the brand is attempting to protect its core identity while expanding its appeal to more cost-conscious buyers.

Marketing meets a milestone year

The timing of “Jeep Things” is also symbolic. In 2026, the Jeep brand celebrates its 85th anniversary—a milestone that will be marked by yearlong product and marketing initiatives, including Wrangler Twelve 4 Twelve and Gladiator special-edition Convoy campaign drops.

In that context, the campaign reads as both a celebration of heritage and a recalibration for the future. Rather than leaning solely on nostalgia, Jeep is using the anniversary as a platform to modernize how it talks about value, access, and relevance in a crowded SUV market.

The broader market signal

Jeep’s approach reflects a wider shift in automotive marketing. As consumers grow more price-sensitive and skeptical of premium positioning, brands are under pressure to justify cost through tangible value, not abstract lifestyle promises.

By anchoring its campaign in pricing transparency and feature richness—while still delivering humor and emotional resonance—Jeep is attempting to bridge that gap. It’s a reminder that strong brand storytelling doesn’t have to ignore economic realities; it can incorporate them directly.

If successful, “Jeep Things” could do more than move metal. It could help reposition Jeep as a brand that understands the modern buyer: one who still wants adventure, freedom, and capability—but also wants to feel confident they’re getting real value for their money.

Get in touch with our MarTech Experts.