No date on this circa 1951 French-Canadian Willys-Overland jeep ad.
Advertising & Brochures Research Archives
1946 ‘Jeep’ Station Wagon Brochure
There’s no form number or date for this brochure, so my best guess is that this is was one of the earliest station wagon brochures.
Curiously, the illustration on the front appeared in a September 1946 Saturday Evening Post ad, but with several changes. The ad is more formal, while the brochure’s illustration is more informal. For example, the ‘Dad’ has a tie and no fishing pole, while the ‘Mom’ has a different color of dress and purse. The wagon color is more purplish in the ad, while the wagon is red in the brochure.
And now for the brochure:
This is the back of the unfolded brochure:
When first opened, this page appears:
When completely opened, this three-panel view appears.
1966 Jeep Accessories and Spec Equip Booklet on eBay
The buy-it-now price is $8.99 for this 10-page Jeep Accessories and Special Equipment Booklet. One item I didn’t know was Jeep approved were the longitudinal rear seats seen on page 4.
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“Up for grabs is this vintage booklet for your JEEP. This booklet shows so many fun accessories and special equipment you were able to add to your Jeep. The booklet shows normal wear plus the staples are rusty so they stained the center fold of the booklet.”
Scheneker Iron Works of Buffalo, New York
NEW UPDATE: Here are some more pics of the Scheneker Iron Works Demonstration Jeep that I snagged on eBay. The first pic shows the Dozerette. The other three show the snow plow.
This shows the same(?) Demonstration jeep with a lift bucket. I’m not certain whether it’s the same jeep or not.
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UPDATED and posted April 18, 2020:
The Scheneker Iron Works company of Buffalo, New York, produced some interesting pieces of specialized equipment for the jeep. The first items appear in the Willys-Overland Special Equipment Book starting in the late 1940s and the last evidence of their association with the jeep was in 1957. Other than that, I could uncover very little about this company. So, if anyone has any more background information on Schenker, please let me know!
One early item produced by Schenker in the late 1940s was the “Jeep” Dozerette, a scraper.
Here is a more colorful ad:
Another odd item that I don’t remember ever seeing in the wild is this Scheneker all-purpose lift:
Another item which didn’t sell all too well was this Sheneker loader (none of the various loaders sold all that well).
I believe this is a Sheneker All Purpose Loader (see more pics here):
There are a few of these Scheneker backhoes around. Glenn shared one with us that was being rebuilt during our 2013 trip to Maine.
The last item, the snow plow, is what I believe to be the most common item manufactured by Scheneker. It was available from at least 1948 through 1957. Several of these have been for sale over the years, with and without jeeps.
Given the VEC CJ-2A and the lack of a model identifier, I believe these two images show “Model A”, or the first model:
As indicated on the second page below, these brochures appear to feature “Model B”:
Here’s a comparison between the first model and Model B:
Scheneker included a 30 day warrantee:
This early 1950s brochure features one of the company’s snowplows on a CJ-3A:
Here’s the earliest sign I have that the company produced a “V” model snow plow and a Model T for trucks and wagons:
At some point, the company introduced both a Model T (for Trucks and Wagons).
By 1957, Scheneker was manufacturing various snow plow models for CJ-5s, Trucks, Wagons, and FCs:
When the company ceased operations isn’t clear, but I have no brochures later than 1957.
Early Willys-Overland Dealer Signage Brochure
UPDATE: Thanks to Matt, I’ve added a photo of the front page of this six-page 8″x11″ brochure:
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I recently purchased a 1952 Dealer Signage Brochure off of eBay. After receiving the brochure (I will post in a couple days), I realized the seller of the brochure mistakenly added the photo below to the auction, which at the time puzzled me because the signage didn’t seem to fit how Willys-Overland was positioning itself in 1952 (no ‘jeep’ signage, only Willys). Now, I think this image is from one of the earliest post-war dealer signage brochures.
I tried asking the seller if they have more pics of the early brochure. Unfortunately, communicating with the seller of the 1952 has proven difficult (after a few emails, it’s clear that the seller either can’t read very well or isn’t proficient with English).
So, does anyone recognize and/or have scans of this brochure?
1947 Station Wagon Brochure
This 4-page station wagon brochure, that I think was printed in February of 1947, is a common one on eBay. It’s got a form number of 472-A-500. One clue to it’s early printing is the prominent use of the term ‘Jeep’, a term that disappeared from wagon advertisements by 1950.
March 1953 French-Canadian Ad
October 1947 Ad From Canada
1949 Station Wagon Brochure
UPDATE: Coincidentally, I received a better version of this brochure in the mail today as part of a packet of brochures, so the pics are much improved. This brochure is Form 46 SWMI-3CM-11-49.
This is how the back side of the brochure when unopened.
The top 1/4th of this foldout is a different page than the lower 3/4. The lower 3/4 folds down. Also, note the ‘Jeep’ badge that appears subtly in the lower right corner.
This page shows the brochure fully opened.
This shows how the back side looks fully opened.
1949 Sedan Delivery Brochure
This sedan delivery brochure has the odd form number of PDCM1-3CM-949. It’s one of several early wagon brochures that had forgotten to post.
August 1947 Ad From Canada
1950 Willys DeLuxe Station Wagon Brochure
There’s no date or form number related to this colorful brochure. You’ll note that sometimes “Deluxe” with a small “l” is used and in other places “DeLuxe” is used. It may be the first brochure that highlighted the “DeLuxe” model (see a later one here).
1961 Photo of Jack Paar – Tux Park Window Display
This is interesting, as this 1961 photo must have been part of the early introduction to the Tuxedo Park CJ-5 trim package concept.
https://texashistory.unt.edu/ark:/67531/metadc1484597/
From the site: Photograph of a window display advertising for Jeep. A large sign in the middle says, “Newest PAAR star! New ‘Jeep’ Tuxedo Park, exciting new 4-wheel drive sports utility vehicle, see the new ‘Jeep’ Tuxedo Park in action on the Jack Paar show NBC-TV.” A small picture of Jack Paar is placed next to the sign in the window. Another smaller sign sits below the picture that says, “as advertised on WBAP-TV Channel 5.
1949 Jeepster Brochure on eBay
This hard-to-find April 1949 Jeepster brochure has a form number of VJ 3m-I-500M-4-49.
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“Original automobile literature, very good condition”
What I Saw At Willys Overland
UPDATE: Apparently, I never published all the pages in this circa 1947-1949 booklet. Also, there’s another one of these booklets on eBay right now: View all the information on eBay
This was originally posted October 23, 2014: Eddie Devlin of the Willys Overland Engineering Art Department sketched a variety of drawings of the factory. Some were published in a book called “WHAT I SAW AT WILLYS OVERLAND”. I’m not sure if the booklet was sold or used as a promotional device.
June 1947 Universal Jeep Ad From Canada
1958 Ad and Merchandise Bulletin For the ‘Jeep’ CJ-5 Hardtop
Mike shared this bulletin from March 11, 1958, that notified dealers a brochure was available for the Koenig-made ‘Jeep’ hardtop. For some reason, the company did not produce a brochure for the top; it took dealers requesting a brochure for them to make one.
May 1947 French Canadian Willys of Canada Limited Ad
1949 Ad from Dealer M. O. Trindel
This ad March 05, 1949, ad in the Beatrice times (Beatrice, Nebraska) from M. O. Trindel, and authorized Jeep Sales and Service provider underscores his enthusiasm for the Willys 1949 line-up of vehicles. His argument that Willys-Overland’s lack of innovation (models didn’t change yearly) was a competitive differentiator that I hadn’t considered, but this meant there was much internal innovation. I would argue that instead of Willys-Overland and Willys Motors innovating internally, they left the innovations to the special equipment folks, from tops and hubs to winches and other pto equipment.
April 1947 Willys Ad in French Canadian Magazine
This is the first of a series of French Canadian ads that I found on eBay. This first one was published in the April 1947 issue of Le Bulletin des Agriculture.
1956 DJ-3A Dispatcher Mailer Brochure on eBay
UPDATE: These pics are from a previous eBay ad. This mailer brochure rarely comes up for sale. It folds out to 8.5″x11″. There’s no form number printed.
4 1957 FC-150 Canadian Ads on eBay
These ads were published in conjunction with Willys Limited of Canada.
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“You are bidding on a lot of 4 different ads for the Jeep Willys FC-150 from 1957. Ads are in excellent condition. Check pictures carefully.”
1955? Warn Hub Catalog and Price List
The catalog number for this Warn Hub document is 2-55, which might mean February of 1955. It shows the WL-2 Locking model on one side and the WA-1 Automatic model on the other.
Late 1940s Willys-Overland Dealer Matchbook
This looks to be a Willys-Overland produced matchbook that allowed dealers to add their names. In this case, Ike’s Haugland Motor Company out of Wheaten, Minnesota, added its brand to this matchbook. The interior of the matchbook was the biggest surprise to me, as it listed the 9 reasons why the jeep can do all it does.
1950 Press Release Photos on eBay
These are interesting, but seem pretty high priced at $360. One photo reportedly includes Delmar Roos.
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“This is a 1950 Willys Overland press release. It has five pictures in the folder with an explanation of each picture stapled to the back. The folder is not in perfect shape, please see pics. One photos has a crease in it”