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1954 KW 170X CJ-3B Line of Brochures

• CATEGORIES: Advertising & Brochures, Features This site contains affiliate links for which I may be compensated.

UPDATE II: Thanks to Barney for sending this version of the Service Station brochure shown just below. It is exactly the same as the brochure below it, except that this one has a form number of WO-1257 (which almost seems added as an after thought and seems a random number, as I can find no other brochures with numbers near it), where as the other brochure lacks any form number. My guess is that this was a transitional brochure around the time Kaiser was buying Willys Overland assets. T

1954-form-no-wo-1257-cj3b-brochure1 1954-form-no-wo-1257-cj3b-brochure2


Originally published July 4, 2020: 

UPDATE: This redone post now shows the four single-page double-sided tri-fold mailers published by the newly established Kaiser Willys marketing team. The first one, “Facts about the Universal ‘Jeep'”, does not have a form number, but the others do. Much of the content is recycled from mailer to mailer.

This Facts About the Universal ‘Jeep’ For Service Stations mailer lacks a form number. It also lacks the KW stamp that is seen on the others. Finally, it labels the f-head as a 72-horsepower engine, while the other mailers have it marked at 75-horsepower. Given the changes, I’d guess this “Facts” brochure was the first one of the four printed:

1953-cj3b-form-no-number-facts-about-the universal-jeep1-lores 1953-cj3b-form-no-number-facts-about-the universal-jeep2-lores

This The ‘Jeep’ Makes its Roads as it Goes! mailer is marked form KW-1702:

1954-form-kw-1702-cj3b-jeep-makes-its-road1-lores 1954-form-kw-1702-cj3b-jeep-makes-its-road2-lores

This ‘Jeep’ Transportation for the Oil Industry mailer is marked form KW-1703:



This The ‘Jeep’ Means Business . . . For Your Station mailer is marked form KW-1704. This is a near copy of the “Facts” mailer listed at top:

1954-form-kw-1704-cj3b-jeep-means-business1-lores 1954-form-kw-1704-cj3b-jeep-means-business2-lores




5 Comments on “1954 KW 170X CJ-3B Line of Brochures

  1. Lew

    Dave, you are becoming quite the literature library. Glad its going to a good home where it will be shared. Thanks.

  2. David Eilers Post author

    I have a shelf full of binders with literature at this point! I still have quite a bit that I haven’t scanned yet and I also have scanned early W-O equipment brochures that i haven’t published. I really need to build a complimentary literature site so I can better organize that information.

  3. barney roos

    when i worked at a gas station in the 60’s , mechanic / pump jockey , i remember having literature sent from different companys wanting to sell us stuff — mainly it was tune up specs etc ..

  4. colin peabody

    Advertising from Willys often used the same format and artist illustrations from year to year since the vehicles didn’t change appreciably and they could get away with showing a CJ2A or 3A in an ad for the CJ3B. CJ5 Jeeps had very few changes, so the same ad worked with minor text for a couple of years. After 1950, station wagon and truck styles didn’t change much with the exception of horizontal grille bars, so they could save money by using them again from one year to the next. Most changes were under the hoods.

    Willys and Kaiser were very capable of increasing the horsepower on the Willys L-134 and L-148/161 engines mostly depending on which vehicle they were used in.:
    The L-134 used in the CJ2 and 3A had 60 hp through 1953, and the late 1955-1964 DJ3A 2 wd Jeeps. However, that same engine when used in the 46,47, 48-early 1950 Jeepsters, Station Wagons and Panels and pickups had 63 hp with a slight change in intake manifold and carburetor. It was also used in the Willys Aero sedans for export purposes.
    The 1948-early 1950 L-148 6 Lightning had an advertised 72 hp.
    The 1950 Lightning 6 was bored 1/8 inch from 148 to 161 cubic inches and then developed 75 hp, and used in Willys 2 wd vehicles(station wagon, panels, Jeepsters 50-51, Willys Aero 52-54) through 1954 at 75 hp.
    When the 63 hp L-134 engine was in the Kaiser Henry J in 51-53, it was rated at 68 hp, due to a slight increase in compression from 6.48 to 7.1.
    When the L-161 Lightning 6 was used in the 51-53 Henry J, it was rated at 80 hp with a slight increase in compression from 6.9 to 7.0 and called the Super Sonic. That engine was discontinued after 1954.

    The New for 1950 Hurricane F-134 engine was rated at 72HP across the Willys line and kept that horsepower rating through about 1954. After that, the F-134 kept the 75 hp rating in the Jeep Line( CJ-5, CJ6, DJ5, FC150, 2 WD wagons and panels through 1969).

    The new for 1952 F-161 Hurricane 6 was rated at 90 hp from 1952 through late 1954 and was used in 2 WD Willys station, wagons, panels Willys Aero sedans and the 1954 Kaiser Darrin 161 sports car. This engine was discontinued in the United States after 1954, but went to Argentina and Brazil for many years after.

    The old Kaiser(Continental 226 CI) engine became the primary 6 cylinder engine for the full size Willys/Kaiser vehicles rated at various horsepower from 105-115 depending on year and usage from 1955 into about mid 1964, when it was replaced by the Tornado 230.

  5. barney roos

    i would bet money that willys never used the L-134 in aero sedans , for domestic or export — i have 2 aeros here , eagle and falcon , F-161 and L-161 and both have the bolt holes on the unibody frame for a 4 cylinder — also for the 226 — why would they use a L-134 when they already had the F-134 in production ? — sure , it would bolt right in but it sure would be gutless …

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