UPDATE: Maury pointed out that a porcelain sign of this badge sold in 2017 (see bottom).

In the April of 1946 issue of the Saturday Evening Post (same month in Colliers, too), Willys-Overland introduced a new advertising badge for the Willys engine.

As you can see in the introduction ad (A New Chapter), it was matched with the announcement of the Willys-Overland Jeep Station Wagon, though the ad hides the wagon in anticipation of its summer of 1946 launch.

The badge made a second appearance within the release-announcement of the station wagon in the August 18, 1946, issue of the Saturday Evening Post.

The next month, in September of 1946, the badge appears for a third time, again associated with the wagon.

As quickly as the badge appeared, it disappeared with the same speed. For the October 1946 ad, which included a wagon in it, the Saturday Evening Post seemingly replaced the engine badge with a smaller badge, one with a “W” over the “O”. It’s the earliest jeep ad I can find with that badge (if anyone knows of another, earlier ad, please let me know).

At some point, there was a porcelain version of the sign. One sold on eBay in 2017:

Below is an aggregation of Saturday Evening Post Ads for the period January 1946 – December 1947.

As mentioned in the post above, there was an engine badge that appeared briefly. Another curiosity is the shift in March 1947 to black and white ads for the CJ-2A. Perhaps that was done to further differentiate them from the wagon and truck ads?

UPDATE: **SOLD** Was $100.

Might interest someone.

“Front axle from a 1957 Willys CJ5, has the original Dualmatic locking hubs manufactured in Longmont, CO.”

UPDATE: **SOLD** Was on eBay.

This single sheet is inexpensive, which seems to be rare these days on eBay.

“ORIGINAL RARE 1960 Roper Diggers to fit JEEP Fact Spec Sheet Folder Brochure, 8-1/2′ x 11″, four page folder”

UPDATE: Still Available. but expensive.

(This unusual spec sheet compares the M-38A1 with the M-274 and the XM443E1. The M-38A1D image press photo is available currently on eBay.

This December 1949 Ad published in the Saturday Evening Post is interesting in that WILLYS is printed larger than the term ‘Jeep’, the latter being regulated to a small badge near the wagon image.

The price seems nuts, but it’s a neat little item.

View all the information on eBay

“Shows signs of age. Doesn’t look like original pain on the very outsides of frame. Was probably painted when wall it was hanging on was painted. Measures roughly 13″ x 3.75″”

Borg-Warner had this March 19, 1949, ad published in the Saturday Evening Post, page 49. Looks more like a Jeepster ad than a BW ad.

This August of 1957 ‘Jeep’ Vehicles Help fight Disease! brochure was another one I hadn’t seen. It amazes me how many little known brochures are still out there. It’s an export form, with form number MFS-8-57-X

The next three pages unfold into a single page. But, I’ve separated them for easier reading:

Continue reading →

I like this Trophy Fish Holes ad for the Willys Station Wagon published in the May 1953 issue of Field and Stream, page 69.

Maury spotted this sign on eBay. The neon has been removed, but still a neat sign. The seller believe this was a temporary sign created just after WWII, but given the post WWII signs I’ve seen, I’d guess early 1950s or later would be more likely.

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“Vintage Jeep Willys Sales Service Auto Dealer Neon Sign 1940s 1950s USA . Condition is Used. This is a truly authentic, post-war Willys Jeep dealership sign that was was created fresh after the end of WWII. This sign is hand painted, not porcelain and was more than likely used for the dealership here in St. Joseph for a short time right after the war as a ‘fill-in’ then shortly retired. I say this because the paint is remarkably bright and not faded.
Continue reading →

This 2-page Car for all the People ad was featured in the Saturday Evening Post on December 21, 1946, pages 56 and 57. You’ll notice the ad has “Makers of America’s Most Useful Vehicles” phrase (the prequel phrase to “The World’s Most useful Vehicles”). it also has a Willys-Overland badge. I’m working on documenting when that bade comes and goes.

On the cover the magazine was a Main Street Christmas scene that included, at the bottom right, a tree tied to the top of a jeep.

UPDATE: Back on eBay at a relatively good price.

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“This is an ORIGINAL 1942 VINTAGE MAGAZINE PRINT ADVERTISEMENT For the BELL & HOWELL Filmo Movie Camera!”

I won these two brochures on eBay. I’ll share them once I receive them.