Jeep is one of the most recognized brands in the world. It grew out of a utilitarian multi-purpose vehicle that was a favorite of Allied soldiers in WW2. In the austere times of the early post-war period the foundations of its cult status were laid down. Through several corporate mergers the Jeep continued to be an international sales success. At first it was a rather crude machine but as time and success came, gradually more features were added and it was modernized mechanically without detracting from its universal all-round appeal. Performance with the Jeep was judged on totally different criteria than normal - how fast it accelerated or how fast it could go was never important to its owners, it was more about how it could traverse virtually impassable terrain, climb mountains, cross rivers or deserts without mishap. It was not long before the Jeep became the standard by which other off-road vehicles were judged. Despite ever-increasing competition from around the world the Jeep is still the most recognized name in the business.