Fiat Chrysler Trademarks The Jeep ‘Chief’ Name

Hot on the heels of today’s earlier revelation that Fiat Chrysler Automobiles had trademarked the “Wrangler Africa” name is this related nugget: the automaker also went about securing the rights to “Chief” on April 14th, 2015.

Like the name “Wrangler Africa,” the “Chief” name was also used on a stunning, super-desirable Jeep concept as recently as March. But the name also has some historical significance; the “Chief” trim level of the original Jeep Cherokee – back when the brand belonged to AMC, not Fiat Chrysler – was a package which added some extra versatility to the two-door SJ. That included wider axles and larger fenders, allowing much larger tires to be fitted for increased off-road ability.

2015 Jeep Cherokee Chief concept

The recent Jeep “Chief” concept is a throwback to that model, even incorporating many of the same dated (read: freaking awesome) design elements. As always, we have to caution that just because Fiat Chrysler has applied for a trademark on the “Chief” name does not mean that the vehicle will ever see production.

But boy oh boy, if it ever does, Fiat Chrysler fans and hipster surfers the world over will be utterly beside themselves.

Aaron Birch is an automotive enthusiast and writer/filmmaker from Detroit, MI. As a rule, he only buys cars older than himself.

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