Decoding Car Design: How Jeep’s DNA Sets the Stage for Off Road Life
Scotty Reiss
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Jeeps are distinctive. But it’s the dedication to the details that keeps them so.
When I ask Jeep owners if they’ve found all the Easter Eggs in their Jeep I often get a quizzical look. What?
Easter Eggs are the tell-tale iconic images that celebrate the brand’s heritage and are hidden throughout the SUV. From the Willys Jeep climbing the corner of the windshield (Willys is the original Army-issue Jeep) to the Sarge Grille (the seven slot grille framed by two round headlights) that makes an appearance in obvious and less than obvious places, Easter Egg hunting has the sport of Jeep enthusiasts and the delight of those who weren’t really in on the game but enjoyed watching it unfold over years of ownership.
Related: Going off road is so much more civil in the redesigned Jeep Wrangler
The Willy’s Jeep climbing the windshield can be seen on the outside of the Jeep Wrangler, too. Photo: Scotty Reiss
Not Just an Off Road Journey; a Visual and Intuitive One, Too
But as Jeep’s models have been updated, especially the Wrangler which is priced from $28,000 to $58,000 for the fully outfitted Rubicon model we highlighted here, the design team has taken the idea further: Each feature in a Jeep is designed to visually convey a deeper meaning. And it’s meant to indoctrinate you deeper into the Jeep life.
The designer’s challenge has gotten more complicated in recent years. Not only is there more design to incorporate with all the new functions and features in cars, but designers need to make it more intuitive, too; they need to give visual and ergonomic cues as to what the item is and how it should be used. Jeeps designers met these challenges—and opportunities— at almost every turn.
Related: Jeep Wrangler Rubicon review: This is the ultimate adventure machine
The classic Willy’s Jeep icon tops the gear shifter in the Wrangler Rubicon. Photo: Scotty Reiss
Design That Lets You Know What This 4X4 Can Do
For the Jeep Wrangler this dedication to engraining the DNA of the brand goes even deeper. The Wrangler is designed to come almost completely apart, as original Willys were. You can take off the roof, the side panels, the doors, the roof, even the wind shield folds down for those days you want a truly authentic Jeep experience.
In the TV show M*A*S*H Radar O’Reilly mailed a Jeep home one piece at a time. The original Willys Jeeps were designed to break down for easy shipping to war zones.
But in reality, most owners are not going to spend hours pouring over the Jeep’s manual to figure out how to take apart and re-assemble the Wrangler. So, the design team needed to make it clear in an intuitive and accessible way.
The result? DNA-inspired design, with a few Easter Eggs tossed in for good measure. After all, who doesn’t love Easter Eggs?
Related: Get your car ready for hiking. What you need to know for a successful trip
That face! The Jeep Wrangler Rubicon carries the classic look of Jeep, but inside there are modern updates. Photo: Scotty Reiss
The rear of the Jeep Wrangler Rubicon has a classic look, from the spare hitched to the cargo gate to the square tail lights to the red tow hooks. Photo: Scotty Reiss
The rear cargo area has several ways to access it; pop the window, open the gate or both. Photo: Scotty Reiss
Another throwback detail specs of the classic Jeep JL. Photo: Scotty Reiss
An old-school Jeep Easter Egg can be found on the wheels. Photo: Scotty Reiss
The interior of the Jeep Wrangler Rubicon is classic and at the same time, modern and comfortable. Photo: Scotty Reiss
In the model we test drove the sun roof is retractible with the push of a button –great for some sun. Photo: Scotty Reiss
An interior roll bar is attached to the Jeep’s frame so you can take off the side panels and roof and still drive in safety. Photo: Scotty Reiss
More classic details in the Jeep Wrangler include the Wrangler branded grab bar an round air vents on the dashboard. Photo: Scotty Reiss
Hinges on the Jeep’s doors allow owners to take them off if they like. Photo: Scotty Reiss
Inside door handles have the look of classic door latches, giving the Jeep a classic feel. Photo: Scotty Reiss
Latches on the Jeep Rubicon’s hood pop out to allow you to open it. Photo: Scotty Reiss
More classic details in the Jeep Wrangler include the Wrangler branded grab bar an round air vents on the dashboard. Photo: Scotty Reiss
Old school, proven function can still be found, such as this loop that can be pulled to adjust the front passenger’s seat back. Photo: Scotty Reiss
Talk about modern comforts! A household outlet an four USB ports two standard and two USB-C ports. Photo: Scotty Reiss
The Jeep name can be seen inside the headlights on the Wrangler. Photo: Scotty Reiss
What We Listened to in the Jeep Wrangler
Our favorite Jeep playlist!
Catch the sunset, unimpeded by the glare of glass. Photo: Scotty Reiss
