A Crossover of Crossovers
Automakers use major movie releases to promote vehicles and reach audiences beyond traditional automotive advertising. The Marvel Cinematic Universe (MCU) is no stranger to this approach, having collaborated with brands like Audi and Lexus and featured certain vehicles on the big screen, including a one-off Acura NSX driven by Tony Stark.
Jeep also joined the fray earlier this year with the special-edition Wrangler America250, which featured design elements inspired by Captain America. The collaboration continued with a celebration of Jeep’s military heritage and U.S. military veterans, described as the “real heroes.” Now, it is coming to a close with a new advertising campaign called “A Jeep 4×4 for Any Universe,” ahead of the theatrical release of Avengers: Doomsday.
The Avengers: Off-Road
The campaign showcased several Jeep models in different worlds across the MCU multiverse. There were the Cherokee and Grand Wagoneer, which contrasted with the Fantastic Four’s retro-futuristic setting. The Grand Cherokee drove through the woods and encountered Nightcrawler, while the Gladiator drove past Xavier’s School for Gifted Youngsters.
Perhaps the most notable scene features The Thing from the Fantastic Four going off-road in a Wrangler, highlighting the SUV’s toughness and rugged capabilities. At the end, the Jeep models are assembled, including the aging second-generation Compass, which has been around since 2016, the same year Captain America: Civil War hit theaters, despite a newer generation already being available in other markets.
The press release did not confirm whether Jeep vehicles will appear in Avengers: Doomsday. However, the campaign could provide a timely boost for the brand, as Stellantis’ North American vehicle shipments fell 12% year over year in the third quarter of 2026, partly due to planned production downtime affecting the Jeep Grand Cherokee and Compass. Ram also outsold Jeep in U.S. sales for the first time in a quarter since the former became a standalone brand in 2009.
Not All Battles Need Superheroes
For now, Avengers: Doomsday is scheduled to hit theaters on December 18. One of the film’s biggest highlights will be Doctor Doom’s first major MCU appearance. The villain rules the fictional country of Latveria, which was also featured in the Jeep campaign.
Looking ahead, Jeep is preparing several new and updated models as part of Stellantis’ broader North American turnaround strategy. These include a gasoline-powered Recon, a performance-oriented Wrangler Scrambler SRT that could feature a Hemi V8, and a next-gen Compass, whose planned production was moved from Brampton, Canada, to Belvidere, Illinois, amid U.S. tariff tensions.
