Jeep Introduces “Jeep Things” Campaign and Price Repositioning

Jeep, part of Stellantis, presents the “Jeep Things” campaign, highlighting new pricing, added value across its SUV lineup, and plans for 2026.

Jeep enters 2026 with a clear shift in strategy, launching its new marketing and advertising campaign, “Jeep Things”, alongside a broader repositioning of prices across its 4x4 lineup. The campaign is designed to challenge long-standing assumptions about affordability in the off-road segment while reinforcing what the brand sees as its core values.

At the center of the initiative is a revised pricing approach that affects nearly the entire Jeep portfolio, from Compass and Wrangler to Grand Cherokee and Grand Wagoneer. According to the brand, customers now receive an average of more than $4,000 in added value, with certain models offering as much as $10,000 in additional value through a combination of adjusted pricing and expanded standard equipment.

The campaign debuts with a 60-second film across Jeep’s social and digital platforms, supported by a 30-second broadcast spot that has already begun airing during sports programming. Through a series of vivid, often understated moments, the ads highlight freedom, adventure, and everyday unpredictability, while drawing a clear line between capability and unaffordability — a distinction Jeep is keen to dismantle.

Brand leadership has framed “Jeep Things” as more than a creative refresh. For 2026, Jeep emphasizes a sharper focus on the features, technologies, and content customers value most, making them standard rather than optional. The goal, as described by the company, is to remove the traditional trade-off between price and substance within the SUV lineup.

The launch also sets the tone for Jeep’s upcoming 85th anniversary in 2026. Throughout the year, the brand plans a series of special product initiatives, including the Wrangler Twelve 4 Twelve program — featuring monthly limited-edition Wrangler releases — and the Gladiator Convoy campaign, which introduces special-edition Gladiator models.

Together, the campaign and the accompanying pricing changes signal a broader effort by Jeep to reinforce its position in the SUV and 4x4 market. By aligning affordability with long-standing brand authenticity, “Jeep Things” points to a future where off-road capability is positioned not as a luxury, but as a defining and accessible part of the Jeep identity.