The Cherokee first appeared in the early 1960s as part of the Wagoneer family, developed under Kaiser Jeep and later overseen by American Motors Corporation. From the start, it blended passenger space with real off-road engineering. Advertisements stressed that its 4-wheel-drive system was built in, not bolted on. Higher ground clearance and sturdy construction were treated as essentials, not merely upgrades. This was a vehicle meant to work.
In the 1970s, the Cherokee’s identity broadened. Two-door models gave it a sportier look, and marketing leaned into competition with the Ford Bronco and Chevy Blazer. Jeep reminded buyers of its long history with four-wheel drive, positioning the Cherokee as the logical choice for drivers who wanted both heritage and capability. Options like automatic transmission, air conditioning and upgraded interiors reflected a shift. The Cherokee still handled rough terrain, but it was becoming easier to live with every day.
Then came 1984 and the XJ redesign. Smaller and lighter, this new generation marked a major step forward. It kept solid axles and trail-ready hardware, yet its tighter dimensions and improved fuel economy made it practical for city driving. Available in two- and four-door versions, the updated Cherokee appealed to a broader audience. Off-road magazines took notice, naming it “4×4 of the Year” across multiple publications in its debut year.
By the mid-1980s, Cherokee ads were a checklist of versatility that included options like seating for five, competitive mileage, increasing cargo space and shift-on-the-fly four-wheel drive systems. The message had evolved from pure ruggedness to flexibility. One vehicle, many uses.
Seen together, the Cherokees of the 1960s, 1970s and 1980s trace the path of a changing market. What began as a practical off-road wagon gradually became a template for the modern SUV. Below, you’ll find vintage ads and images that capture that progression over the decades.
Jeep Cherokee first introduced in 1963
The newest Jeep vehicle has arrived. Jeep Cherokee.
Heir to a tradition of quality and rough road dependability, Cherokee takes up where Jeep CJ-5 leaves off. Youthful and sporty, with the extra room that lets you pack along what you used to leave behind.
Cherokee really stands out where the pavement ends because the famous Jeep 4-wheel drive was specifically designed into Cherokee — most of the competition are merely converted two-wheelers.
With greater ground clearance and a higher load capacity than any other sports utility vehicle in its weight class, new Cherokee makes a big difference in the boondocks.
Jeep Cherokee combines this rugged performance with sporty good looks — plus exciting options like Quadra-TractJeep’s automatic 4-wheel drive, automatic transmission, power steering, air conditioning and power front disc brakes.
New Jeep Cherokee is the get-away machine your family has been waiting for. It’s a Jeep-and-a-half.
Jeep Cherokee — From a Subsidiary of American Motors Corporation
Vintage Jeep Cherokee: A lot more than a wagon (1970s)
Don’t you wish your 2-wheel drive wagon could do a little more? Maybe add more excitement to your weekends and vacations? Give you more confidence in everyday driving? You can get more with a 4-wheel-drive Jeep Cherokee.
Jeep: We wrote the book on 4-wheel drive
1981 Vintage Jeep Cherokee truck
Before you even consider buying a Jeep Cherokee, make sure you’re serious. Because there are plenty of choices out there, including Broncos and Blazers.
But only one is born of the rugged Jeep legend. And we consider Cherokee the best sports utility vehicle available in America today. That’s a pretty big statement for any vehicle to back up. But Cherokee doesn’t back away from a little healthy competition.
Its 4-wheel drive system is built in from the ground up, not added on. It has an integral steel roof, not plastic. It comes in 2-door and 4-door models, unlike its biggest competitors. And 95.8% of all Jeep registered in the last 10 years are still in operation today. Nobody can match that record.
Vintage 1984 Jeep Cherokee
’85 Jeep Cherokee
ONLY JEEP CHEROKEE has won all three major off-road magazines’ “4 x 4 of the Year” awards for 1984. Bronco and Blazer never did it. No vehicle ever made did it until the new Jeep Cherokee.
ONLY JEEP CHEROKEE offers you the choice of 2 and 4-door models. (Bronco and Blazer come with 2 doors only.) And only Cherokee gives you more cargo space.
ONLY JEEP CHEROKEE offers you two “shift-on-the-fly” 4-wheel drive systems to choose from. Bronco has none, and Blazer offers only one system.
ONLY JEEP CHEROKEE has a gutsy 2.5 liter engine with better mileage (E] EPA EST MPG, 25 HWY EST.) than Bronco II and more horsepower per pound than S-10 Blazer 4×4. And only Cherokee has an inter-cooled turbo-diesel engine available for 1985.
ONLY JEEP CHEROKEE has higher ground clearance…and the incredible new Quadra-Link front suspension for an outstanding ride on and off the road.
ONLY JEEP CHEROKEE has room for 5 passengers, not Just 4 Ilke Bronco II and S-10 Blazer. Is there really any other choice than Jeep?
Only in a Jeep Cherokee (1986)
COMPARE Jeep Cherokee to Bronco II and S-10 Blazer 4×4, and see how many good reasons there are for owning the Cherokee.
ROOM. Cherokee has room for five adults, unlike its domestic competition.
DOORS. Cherokee is available in two- or four-door models, a choice you don’t have with any other 4×4 in its class.
GROUND CLEARANCE. Jeep Cherokee has a superior 7.4 inches of ground clearance. more than you’ll find in any other American 4×4 in its class.
HORSEPOWER. Cherokee’s standard 2.5 litre electronic fuel-injected engine has more horsepower per pound than S-10 Blazer and better mileage than Bronco It
CARGO SPACE. Cherokee has over 71 cubic feet of cargo space:* more than any other American-made 4×4 in its class.
SHIFT-ON-THE-FLY. Jeep Cherokee is the only 4×4 with a choice of two shift-on-the-fly 4-wheel drive systems.
A BORN WINNER. Jeep Cherokee is the only vehicle ever made to win three major off-road magazines -4×4 of the Year” awards.
4WD: 19 EPA CITY MPG. 23 HWY EST. Use these figures for comparison. Your results may differ. **With rear seat folded.
