I used to call the 4runner "the jeep", all the time. Most of it was just being used to having a jeep. I wouldn't be insulted if someone else called it a jeep either. If they are talking about it, that means they noticed it. If they noticed it they have taken a step in the right direction towards becoming part of the car culture.
Also, saying jeep is a lot easier. One syllable. Both toyota and 4runner have three, shorten them to "yota" or "runner" and it's still two syllables. So I often call the 4runner "the car" when we are out in it.