Last night’s Super Bowl may have been a disappointment, but Jeep’s ad stood out by embracing American pride—something we can all get behind. The brand has struggled in recent years to define its identity, torn between positioning itself as a high-end competitor to Range Rover while maintaining its core blue-collar customer base.
During one of the commercial breaks, Jeep introduced a fresh perspective with the help of Harrison Ford—Han Solo himself. The ad sent a clear message: Jeep can be both an electric vehicle innovator and a brand that remains true to its gasoline-powered roots. With models like the all-new Recon set to launch in Q3 of 2025, the future looks promising.
However, one puzzling moment stood out: the inclusion of a Ford Bronco in the middle of the ad. As Harrison Ford states, “Freedom is the ability to inspire,” the scene shows a Jeep 4xe Rubicon driving alongside a lower-trim Bronco on a dirt road. Was Jeep acknowledging its competition, or subtly poking at it?
Regardless, the ad accomplished exactly what it set out to do—highlight American pride, showcase Jeep’s off-road expertise, and provide a glimpse into the brand’s future. To that, we say: Well done, Jeep. Keep the good times rolling.
