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It comes from GP, or General Purpose vehicle, its U.S. Army designation.
Well, that's right...to a point. The GP and GPW were just referred to as "General Purpose" vehicles because the utility vehicle had no official name. Back then, the 1920's character "Eugene the Jeep" (from the Popeye Cartoons) was still popular. Eugene would only say one word over and over, "Jeep, Jeep!"
The makers of the vehicle thought that name sounded like "GP or Gee Pea, Geep" so the name Jeep stuck. The American Bantam Company was the originator of the vehicle, but the US Army wanted too many made and they could not handle the large order, so Ford and Willy's took over the contract and made the vehicles.
Today, GPs, GPWs and especially the MAs are among the most valuable of all Jeeps.
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