In more formal language, the term genericization means a brand name that is commonly used to describe a whole product segment. In the automotive world, the name Jeep is often used to describe any type of rugged 4×4 or SUV with off-road capability, even if it’s not built by Jeep itself. So, if Jeep is supposed to be the mover and shaker in this segment, how come an Indian company has stolen much of its limelight with its second-generation Thar? After all, you could argue that the Indian company Mahindra has created a vehicle that’s more like the Jeep people remember than the one that Jeep sells today.
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