What Is the Jeep Wave?

It’s been nearly a decade since I’ve owned a Jeep.  I was reminded while driving the other day about the “secret communication” between Jeep drivers when I saw it first-hand.

Shortly after we bought our Jeep more than a dozen years ago, someone mentioned something to us about the “Jeep Wave.”  We had no idea what that was.  We had just thought there were a lot of people out there who thought they knew us.  Then it was explained to us that Jeep drivers always wave to each other on the road.  We started paying more attention and sure enough, it’s a real thing!

According to a Florida Jeep dealership’s website, “The rules for the Jeep Wave are not complicated to understand. Every Jeeper is responsible for upholding the tradition of the wave. If a fellow Jeeper waves, you are required to return the wave even if that Jeeper is driving a Grand Cherokee or Compass; it’s as simple as that.”

The unwritten rules, or the urban legends that are associated with brands can enhance the humanization of the brand.  In Jeep’s case, it’s supporting the continuation of brand ambassadorship.

It should be noted that Jeeps aren’t the only vehicles whose drivers wave to one another. I have seen semi-truck drivers, classic-car drivers and motorcycle riders sharing waves, but the Jeep Wave is about as brand-specific as it gets.