This project analysed Jeep to find opportunities to make it more sustainable in the future. Our goal was to adapt the iconic Jeep to future without fossil fuels. We looked at the market, its competitors, its production methods and environmental impact. Then we conducted surveys, interviews and field research to gain insights on Jeep and its customers. We conducted an exercise to test people's interest in an 'eco Jeep'. Our findings culminated in a smart portable device that tracks, analyses, educates and ultimately changes driving habits of Jeep owners. The Willy dashboard integrates the needs of the driver, the company and NOAA for a systemic perspective on the unique Jeep culture.