The Jeep® Brand Enters Strategic Partnership With Off-road Racing Star Casey Currie
Rhea-AI Summary
Jeep (NYSE:STLA) announced a strategic partnership with off-road racer Casey Currie and a retailing agreement bringing Currie Enterprises products into the Mopar Affiliated Accessories program.
Currie will race a Jeep-sponsored "Trophy Jeep" at King of the Hammers (Feb 7) and Jeep will host fan activations and vehicle walkarounds at The Forty, with a $100,000 Stellantis sweepstakes prize.
Positive
- Currie Enterprises joins Mopar Affiliated Accessories, enabling dealer retail distribution
- Mopar program offers more than 1,500 affiliated accessories for U.S. dealerships
- Jeep sponsorship of Casey Currie highlights vehicle capability at King of the Hammers on Feb 7, 2026
- Fan activations at The Forty include guided walkarounds and co-branded merchandise, boosting engagement
Negative
- None.
News Market Reaction
On the day this news was published, STLA declined 6.74%, reflecting a notable negative market reaction. Argus tracked a trough of -30.3% from its starting point during tracking. Our momentum scanner triggered 34 alerts that day, indicating elevated trading interest and price volatility. This price movement removed approximately $2.03B from the company's valuation, bringing the market cap to $28.05B at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
STLA is up 3.13% with autos showing mixed but notable strength: traditional peers like F (0.73%) and HMC (0.76%) are higher, while several EV-focused names such as XPEV and RIVN are down. Momentum scanner only flags NIO (+9.24%) in motion, suggesting stock-specific branding news atop a modest sector tailwind.
Previous Partnership Reports
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 20 | Sports event partnership | Positive | -2.5% | Jeep named presenting and exclusive automotive partner for X Games Aspen 2026. |
| Oct 28 | Robotaxi collaboration | Positive | +3.4% | Global Level 4 robotaxi collaboration with NVIDIA, Uber and Foxconn announced. |
| Jun 18 | Film tie-in partnership | Positive | -0.3% | Jeep launches co-branded marketing campaign with Jurassic World Rebirth franchise. |
| May 22 | National celebration deal | Positive | -2.1% | Chrysler, Dodge, Jeep and Ram partner with America250 for 250th anniversary events. |
| Mar 07 | Motorsports extension | Positive | -0.2% | Dodge and Tony Stewart Racing announce multi-year NHRA partnership extension. |
Partnership and branding announcements have often been met with muted or negative next-day moves, with only one of five same-tag events showing a positive reaction.
Over the past year, Stellantis and its Jeep and Dodge brands have repeatedly used high-visibility partnerships to reinforce positioning. Events include X Games Aspen 2026 presenting sponsorship on Jan 23–25, 2026, a global robotaxi collaboration with NVIDIA, Uber and Foxconn, a co-branded Jurassic World campaign, and America250 celebrations. These prior partnership headlines produced mixed-to-negative next-day price reactions, framing today’s Casey Currie off-road partnership as another brand- and event-focused initiative in that pattern.
Historical Comparison
In the past, STLA’s partnership announcements have led to an average next-day move of -0.33%. Any reaction to this Jeep–Casey Currie deal can be benchmarked against that modest, slightly negative history.
Recent partnership news maps a consistent strategy of experiential and promotional tie-ins, from major sports events and national celebrations to film franchises and motorsports programs.
Market Pulse Summary
The stock moved -6.7% in the session following this news. A negative reaction despite a promotional partnership would fit prior patterns, as same‑tag announcements have averaged -0.33% next-day moves. Historically, several Jeep and Dodge branding tie-ins were followed by soft trading, suggesting that marketing deals alone have not consistently supported the stock. Any sharp decline could reflect skepticism about commercial impact versus headline value, making it useful to track follow-on data from future strategic updates or Investor Day.
Key Terms
rear-end assemblies technical
axle components technical
drivetrain components technical
AI-generated analysis. Not financial advice.
AUBURN HILLS, Mich., Feb. 5, 2026 /PRNewswire/ --
- New marketing and retail experiences kick off this weekend as Currie competes in the 20th Anniversary King of the Hammers in
Johnson Valley, California - Jeep® brand sponsors Currie Racings "Trophy Jeep" in the main event, The Race of Kings on Sat., Feb. 7
- Jeep Experience at The Forty at King of the Hammers, from 2 to 8 p.m. (PST) daily
- Currie Enterprises joins Mopar Affiliated Accessories program, making legendary Currie off-road parts available through Jeep and Ram dealerships
This weekend, professional off-road racer Casey Currie will pilot his "Trophy Jeep®" in the King of the Hammers in
It's also the perfect location for the Jeep® brand and Mopar to launch a strategic partnership and retailing agreement with Casey Currie, as he demonstrates how true off-road performance is built while inspiring fans and customers to keep pushing the limits with parts and accessories designed and engineered for the most extreme terrains.
"King of the Hammers is the ultimate proving ground for off-road performance, and there's no better partner than Casey Currie to showcase what Jeep vehicle capability is all about," said Bob Broderdorf, Jeep CEO. "This race demands strength, durability and precision at every turn. That's exactly where Jeep engineering shines. Designed, tested and proven in the most extreme conditions on Earth for the most extreme off-road community anywhere."
"Jeep has been a big part of my family for generations. It's an honor to be sponsored by Jeep and join the Mopar family of affiliates to offer our performance off-road products," Currie said. "To have Jeep with us at King of the Hammers and the iconic Jeep name on my Trophy Jeep is beyond exciting to me."
In addition to his racing and marketing efforts, Currie's family business Currie Enterprises has entered into a retailing agreement with Mopar Affiliated Accessories, making a wide array of high-performance rear-end assemblies, differentials and axle components for off-road racing, rock crawling and street performance, available for order through authorized Chrysler, Dodge, Jeep and Ram dealerships across the United States.
Founded in 1959, Currie Enterprises has become an industry leader in drivetrain components, joining the growing number of affiliated suppliers whose products have been reviewed by Mopar for proper fitment and are guaranteed by each supplier separately.
Jeep Activation at The Forty
- Daily 2 - 8 p.m. (PST) through Saturday, February 7
At the Jeep brand space located at The Forty next to the event entry gate, attendees can check out Jeep vehicles on display, including the Jeep Wrangler 392, Jeep Gladiator Mojave and more. Guided walkarounds led by Jeep product specialists will give fans a closer look at the vehicles' off-road features and performance. Fans who complete a walkaround can receive a Jeep-branded gift, such as a co-branded Jeep x Casey Currie T-shirt, while supplies last, and will be entered into the 2026 Stellantis National Sweepstakes for a chance to win
Race Day Details (Sat., Feb. 7)
Race Window:
- 8 a.m. - 5 p.m. PST
- Watch live: King of the Hammers - YouTube
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
X: www.twitter.com/jeep
LinkedIn: www.linkedin.com/company/jeep
YouTube: www.youtube.com/thejeepchannel or https://www.youtube.com/StellantisNA
Mopar Affiliated Accessories
Mopar, the original-equipment parts, accessories and customer care brand of Stellantis, has launched a significantly expanded accessories program for
The new Mopar Affiliated Accessories program offers more than 1,500 popular accessories from well-known and preferred aftermarket suppliers – and the number of available accessories is quickly growing. Every new affiliated product has been reviewed by Mopar for proper fitment and are guaranteed by each supplier separately.
Whether during the vehicle purchase or any time thereafter, customers have access to a wider choice of trusted aftermarket options than ever before to personalize or enhance the performance of their vehicles.
For more information, see the affiliated accessories section on the Mopar eStore.
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SOURCE Stellantis
FAQ
What is the Jeep and Casey Currie partnership announced on Feb 5, 2026 (STLA)?
How does Currie Enterprises' retail agreement with Mopar affect STLA dealership parts availability?
What Jeep fan experiences and promotions will occur at King of the Hammers for STLA?
When and how can investors watch Casey Currie race the Jeep-sponsored Trophy Jeep (STLA)?
What does the Mopar Affiliated Accessories expansion mean for STLA aftermarket options?
