Jeep® joins forces with the Green Lane Association and TreadLightly! UK to promote adventure, as study reveals majority of UK drivers unaware of their rights to drive off paved roads

• Research conducted by Jeep® has discovered a lack of knowledge of using tracks trails and green lane by UK drivers
• In the study of 2,000 respondents, Jeep found that 58% were not at all aware of their legal rights to drive off-road, with the same percentage having never experienced off-road driving
• 72% did not know what a green lane was, while 78% did not know where the closest green lane was to them
• Jeep has joined forces with the Green Lane Association (GLASS) and TreadLightly! UK to promote inclusive countryside access for all
• Jeep retailers will have access to GLASS mapping software and local representatives to provide advice and guidance
• Off-road test drives will be offered to potential Jeep customers to demonstrate the capabilities of its cars

Jeep® has revealed the majority of UK drivers are missing out on experiencing the excitement of off-road adventures due to a lack of knowledge of their rights to drive on unsurfaced roads and explore the nation’s green lanes. Jeep has partnered with the Green Lane Association (GLASS) and TreadLightly! UK to provide capability test drives via its retailers using the nation’s green lanes.

Across the UK there are thousands of miles of green lanes waiting to be explored where unsurfaced roads allow vehicle users to legally traverse from the tarmac to terrains made of mud, grass, and gravel. The Green Lane Association is a national not-for-profit organisation founded in 1995. It promotes inclusive countryside access for all users through education, physical works, and legal action. TreadLightly! UK provides guidance on environmentally friendly trail use and best practices for driving off paved roads. Jeep has partnered with GLASS and TreadLightly! UK to ensure that those wishing to make the most of their new car enjoy the countryside legally, sustainably, and responsibly.

In a recent study conducted by Jeep, 58% of respondents said they were not at all aware of their legal rights to drive off-road, with the same percentage revealing that they had never experienced off-roading. Similarly, 72% of UK drivers had no idea what a green lane was. 42% had never driven on a green lane, and 78% did not know where the closest green lane was to them.

The partnership aims to make the green lanes of the UK more accessible, while also educating users on their considerate and safe use. Combining their shared passion for nature and the outdoors, this joining of forces will promote the adventure and freedom offered by Britain’s countryside and the vehicles capable of exploring it.

In addition to UK drivers’ lack of knowledge, their attitudes towards using trails, tracks and green-laning were noteworthy. When asked how they would feel driving their car off-road, only 9% of respondents said they would feel very confident. In contrast, the majority (26%), disclosed that they would not feel very confident.

Importantly, a lack of knowledge was not indicative of a lack of interest in off-roading or green laning. In fact, 19% of UK drivers stated that, when buying a vehicle, off-road capability was an important factor in their purchasing decision. Despite this, a quarter of respondents revealed that their current car was not at all capable of off-road driving.

To increase Brits’ knowledge of green-laning and off-roading among UK drivers, Jeep retailers will have access to GLASS mapping software and local representatives who can provide advice and guidance. There will also be off-road test drives offered to potential Jeep customers, as a way of demonstrating the capabilities of the Jeep range.

Kristian Cholmondeley, Managing Director of Jeep UK, said: “Jeep vehicles allow people to get outside and explore the world around them. This partnership with GLASS allows us to not only educate our drivers on what our cars can do, but how to do so with care. We hope to encourage customers to get out on the green lanes of the UK and experience the off-road capabilities of our vehicles including Wrangler and new Avenger 4xe, both of which allow drivers to reach their full adventurous potential.”

Chris Mitchell, Chairman of the Green Lane Association, said: “We’re delighted to be working with Jeep to help their customers feel confident in driving away from surfaced roads and out into the countryside through the use of our unique TrailWise2 route-planning software. Both Jeep and the Green Lane Association share the same values around responsible countryside access that treads lightly on our ancient network of green lanes. Hopefully, Jeep customers will end their test drives feeling inspired both by their vehicle and by the experiences they can look forward to out in nature.”

The iconic Jeep Wrangler delivers unmatched off-road capability and is produced with more than eight decades of 4x4 engineering experience. The Avenger 4xe is the brand’s latest hybrid offering and the most capable Avenger yet delivering on the core go-anywhere DNA of Jeep.

To find out more about the partnership, visit: https://www.jeep.co.uk/4x4-off-road-driving

ENDS

*Survey of 2,000 UK drivers conducted by OnePoll in May 2025

Jeep® Brand

Built on more than 80 years of legendary heritage, Jeep® is the authentic SUV brand that delivers legendary off-road capability, interior refinement, high-tech features, and versatility to people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a broad portfolio of vehicles that continues to provide owners with a sense of safety and security to handle any journey with confidence. Jeep Wave, a premium owner loyalty and customer care program that is available to the entire Jeep 4x4 lineup, is filled with benefits and exclusive perks to deliver Jeep brand owners the utmost care and dedicated 24/7 support. The legendary Jeep brand’s off-road capability is enhanced by a global electrification initiative that is transforming 4xe into the new 4x4 in pursuit of the brand’s vision of accomplishing Zero Emission Freedom and added 4x4 capability. All Jeep brand vehicles will offer an electrified variant by 2025.

Contacts    

Manesh Taank, PR Manager  07841 569038       Manesh.taank@stellantis.com       

Krystyna Perry, Head of PR 07710 062783          krystyna.perry@stellantis.com