Jeep® Brand Launches New Marketing and Advertising Campaign 'Jeep Things'
Rhea-AI Summary
Jeep (STLA) launched a new marketing and advertising campaign called "Jeep Things" on Jan 22, 2026, tied to a price repositioning across its 4x4 lineup. The campaign includes a 60-second spot for social/digital channels and a 30-second broadcast spot that began airing during football games.
The company says the portfolio now delivers an average of $4,000 in added value for customers, with some models such as the Grand Wagoneer and Grand Cherokee offering up to $10,000 in additional value. Jeep also announced yearlong 85th anniversary Wrangler Twelve 4 Twelve and Gladiator special-edition Convoy product drops. Creative partner: Highdive, Chicago.
Positive
- Average added value of $4,000 per vehicle
- Up to $10,000 additional value on Grand Wagoneer and Grand Cherokee
- National ad campaign with 60s digital spot and 30s broadcast spot
- 85th anniversary product drops (Wrangler Twelve 4 Twelve, Gladiator Convoy)
Negative
- None.
News Market Reaction
On the day this news was published, STLA declined 1.31%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
STLA gained 5.98%, outpacing peers like F (2.72%), HMC (2.23%) and XPEV (0.69%). No peers appeared in the momentum scanner, suggesting a more company-specific move tied to Jeep-focused headlines.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 20 | Sponsorship partnership | Positive | -2.5% | Jeep expands exposure as presenting and exclusive auto partner at X Games. |
| Jan 15 | Product launch | Positive | -1.5% | Nationwide order launch for high-performance Jeep Wrangler Moab 392 model. |
| Jan 14 | Award recognition | Positive | +0.7% | Dodge Charger multi-energy lineup wins 2026 North American Car of the Year. |
| Jan 13 | Corporate calendar | Neutral | -3.4% | Company publishes 2026 results and AGM schedule, plus potential dividend timing. |
| Jan 12 | Auto show lineup | Positive | -3.4% | Showcase of new Jeep, Ram and Dodge vehicles and large U.S. investment plans. |
Recent product and partnership news for Stellantis/Jeep has often been followed by flat to negative next-day moves, even when headlines appeared operationally positive.
Over the past weeks, Stellantis has highlighted multiple Jeep and Dodge initiatives. On Jan 12–15, 2026, it promoted new vehicles, including the 2026 Jeep Cherokee and Wrangler Moab 392, alongside major U.S. investment and job plans, yet shares saw declines of about 3.35% and 1.47%. A positive Dodge Charger award on Jan 14 aligned with a modest 0.69% gain. The X Games Aspen Jeep partnership on Jan 20 coincided with a -2.5% move, contrasting with today’s stronger reaction to value-focused Jeep messaging.
Market Pulse Summary
This announcement centers on Jeep’s new "Jeep Things" campaign and price repositioning, highlighting more than $4,000 in average added value and up to $10,000 on select models. Context from recent news shows a stream of product launches, partnerships and auto show activity around Jeep and other Stellantis brands. Investors may track how this affordability message supports volumes and mix ahead of key 2026 reporting dates and Jeep’s 85th anniversary promotions.
Key Terms
hybrid technology technical
all-electric drivetrains technical
social/digital media channels technical
AI-generated analysis. Not financial advice.
AUBURN HILLS, Mich., Jan. 22, 2026 /PRNewswire/ --
- Campaign speaks to Jeep® brand's new price repositioning, giving customers more value for their money
- "Jeep Things" marketing and advertising campaign launches with a 60-second spot across the brand's social/digital media channels and a 30-second broadcast spot
- Jeep brand celebrates its 85th anniversary in 2026, which will include yearlong Wrangler Twelve 4 Twelve and Gladiator special-edition Convoy campaign product drops
Jeep® brand continues to make waves in 2026 with new price repositioning and the launch of its new marketing and advertising campaign, "Jeep Things." A nod to the brand's recent announcement, speaking to new starting prices across its 4x4 lineup, a suite of new standard features that customers want most and significant price reductions across its lineup, the exhilarating new campaign reminds everyone that freedom, adventure and off-road capability are there for all.
The 60-second "Jeep Things" spot will run across the brand's social media and digital channels, while a 30-second broadcast spot began airing during football games last weekend.
"'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, Stellantis. "It also serves as an opportunity to let our fans and followers know that they shouldn't be confusing capability and unaffordability, and that adventure and freedom come standard with every Jeep 4x4 vehicle."
"For 2026, across our entire Jeep SUV line up, we have smarter pricing and a sharper focus on the features, content and technologies Jeep customers care about most," said Bob Broderdorf, Jeep CEO. "The Jeep portfolio now delivers an average of more than
"Jeep Things" Voice-over:
Freedom? That's a Jeep thing.
Freedom to ignore this? That's a Jeep thing.
Sacrificing facial hair to nature and involuntary blood donations? Jeep things.
No one signs up for an eight-hundred-pound bear chase. But if it happens, Jeep thing.
VIP parking, exfoliating, treating gravity like a suggestion, saying 'it'll dry', free-range parenting, forgetting if that's a moose or elk? All Jeep things.
Remembering without saying it, couldn't be more of a Jeep thing.
Sweating your tail off, freezing your tail off
An American saving another American's tail? Jeep things.
Making a Jeep vehicle for only people with cash like him? Not a Jeep thing.
Or confusing capability with unaffordability? No, not a Jeep thing.
Making adventure affordable? Now that's a Jeep thing.
So we're bringing you more Jeep things this year.
Because Jeep things, should be everyone's thing.
"Jeep Things" was created in partnership with
Jeep Brand
For nearly 85 years, Jeep has been a global leader in SUVs, delivering legendary off-road capability, advanced technology and exceptional versatility for those who seek fun and adventure. With a commitment to innovation, the Jeep brand offers a diverse lineup of vehicles powered by internal combustion engines, hybrid technology and all-electric drivetrains. Built on a heritage of freedom, adventure, authenticity and passion, Jeep continues to set the standard for rugged and refined vehicles designed to conquer it all.
Follow Jeep and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Jeep brand: www.jeep.com
Facebook: www.facebook.com/jeep
Instagram: www.instagram.com/jeep
Twitter: www.twitter.com/jeep
LinkedIn: www.linkedin.com/company/jeep
YouTube: www.youtube.com/thejeepchannel or https://www.youtube.com/StellantisNA
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SOURCE Stellantis
FAQ
What is Jeep's new pricing change announced Jan 22, 2026 for STLA?
How much added value did Jeep say STLA models now include?
What advertising assets launched with the "Jeep Things" campaign for STLA?
Who created the "Jeep Things" campaign for Jeep (STLA)?
What special editions did Jeep announce for its 85th anniversary in 2026?
Will the "Jeep Things" campaign emphasize affordability for STLA buyers?
