• Last April, the Jeep® Design team was granted the prestigious Car Design Award 2026 for Brand Design Language
  • To celebrate the event, the Jeep Design team summarized the pillars of the brand’s identity in a single sketch 
  • The evolution of Jeep styling continues, and has recently inspired New Avenger and New Compass – the brand’s latest models launched in Europe

DUBAI, 19 June 2026 – The Car Design Award was established in 1984 to recognize projects that have significantly contributed to the evolution of car design. Assigned by an international Jury of journalists from international automotive publications, is widely considered the “Oscar of world car design.”

The Brand Design Language prize is awarded to the Design Team that best expressed innovation, formal excellence, and the ability to interpret the new challenges of mobility.

The motivation for the Award was: “Without ever betraying its origins, the Jeep design reinterprets unmistakable semantic elements such as the seven-slot grille and trapezoidal wheel arches, transforming them into universal symbols of adventure and freedom. In the era of energy transition, it continues to shape the collective imagination of exploration, making authenticity the cornerstone of every creation.”

Daniele Calonaci, Head of Jeep® Design in Enlarged Europe, said: “Ours is a unique brand with 85 years of history: we design all models with humility and a spirit of service, offering our interpretation with great respect for the DNA we have inherited. Evolution must always keep in mind the values that make Jeep Jeep. History is the run-up that allows us to leap into the future. ”

The overarching principle that drives Jeep styling is “Design to function”: every line, every detail is there to add a function to the vehicle and its customers. In the pursuit of this fundamental goal, the package combines timeless design and lifestyle .

The identity of the Jeep brand comes from many elements that, when skillfully blended, define what a Jeep truly is. The sketch realized by Daniele Calonaci and his team unveils the whole recipe and its ingredients.

Capability

For Jeep, capability is the name of the game. The first Jeep was imagined to “take you where other vehicles can’t” – and every model lives up to that aspiration. All Jeeps can tackle the hardest offroad obstacles, but also any difficulty you might encounter in your everyday routine. Capability is ensured by short overhangs for optimized offroad angles, high ground clearance for rock climbing and water fording, wide trapezoidal wheelarches over large tyres, and a recovery hook in case a friend’s car gets stuck.

Protection

In order to maintain their promise of safety, solidity, and durability, Jeeps are fully protected. A 360-degree thick and high cladding surface shields the lower body. Mold-in color black bumpers and aluminum components preserve the paint, and anti-scratch materials have also been adopted for the Jeep Shield on both Compass and Avenger 4xe. The vehicle radar is positioned to avoid damage in tight spaces, or when encountering obstacles. Headlamps, rear reflectors and front foglights are encased to be protected from minor impacts. The right materials are adopted in the right places to reduce wear and tear – such as high-resistance, washable fabrics and the front seat back-shields.

Versatility 

Jeeps are made to adapt to all types of routes and driving habits. They are ready for 24/7 use, whether for daily commutes or leisure. They travel with equal ease on offroad trails, on highways, in city centers and road trips. They are designed to accommodate any propulsion solution – BEV, PHEV, Hybrid, and ICE: a modular approach developed to offer every customer maximum “freedom of choice”. Jeeps can be specified with a large sunroof for a true “open air” experience, and equipped with roof bars to carry bulky loads or long objects.

Storage

The Jeep’s traditional “boxy” shape optimizes volume. The rear-seat split allows for a variety of load accommodation options, with total cargo volume reaching 1,560 liters when rear seats are folded down. Jeeps offer space everywhere: the dashboard is carved at the top, and the interiors are analyzed from a stylistic and engineering standpoint to create additional storage compartments.