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Passion. Dedication. Loyalty. They are just a few words to describe how nearly all Jeep owners feel about their respective vehicles.

And because of all those factors, not to mention the die hard fanaticism of those who travel all over and attend anything from Jeep Jamboree events right down to club meet and greets, Jeep owners now have a new title they can claim.

Cult status.

Well, specifically a 2018 ‘Cult Brand Honoree’ status thanks to an organization called the Society of Cult Brands, which awarded Jeep the honor at an annual meeting called The Gathering.

Jeep is the first automotive brand to be recognized as a ‘Cult Brand Honoree’ since the Society of Cult Brands began handing out awards in 2014.

“Other automotive brands have been nominated over the years, but it’s so fitting that Jeep is the first (automaker) Cult Brand Honoree,” said Chris Kneeland, co-founder and Chair of the Brand Selection Committee. “It’s an iconic brand with vehicles that stand apart from any other in the automotive category. Their marketing, product innovation and customer engagement are best-of-breed and represent exactly how cult brands foster internal and external brand engagement.”

According to the group, Jeep earned the status as a result of its “outstanding courage, and unconventional thinking, in achieving enviable brand engagement and reaping the benefits of cult-like status.”

“Having the Jeep brand acknowledged as a Cult Brand Honoree, just as the all-new 2018 Jeep Wrangler and new 2019 Jeep Cherokee begin to arrive in dealerships, is a testament to the people who since 1941 have dedicated themselves to building the world’s most capable SUVs with off-road capability that is second to none,” said Jeep’s Head of Brand Mike Manley. “The global Jeep community is like no other. There is no other automotive brand that is so instantly recognizable and woven into the history of its home nation yet recognized around the world, and one that is protected with such a passion by its owners, fans and followers.”

Jeep is one of eight 2018 Cult Brand Honorees, alongside products such as Beats by Dr. Dre, Gatorade, Jack Daniel’s Tennessee Whiskey, Snickers, PlayStation, Vans and charity: water.

Founded in 2013, The Gathering is an event that focuses on honoring the principles and practices employed by the world’s most successful brands, which have come to dominate their industries or categories by winning the loyalty and devotion of customers and fans worldwide.

Previous honorees include Levi's Jeans, Mountain Dew, ChapStick, Make-A-Wish, Converse, Airbnb, Carhartt, Molson Canadian, Tim Hortons, Disney Channel, Nintendo, Red Bull, GoPro, Harley-Davidson, the NHL, Madden, Las Vegas and the Dallas Cowboys.


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