Features Research Archives

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1957 Jeep Ads in the Saturday Evening Post

• CATEGORIES: Advertising & Brochures, Features

After Willys Motors found it’s groove in 1956, the marketing department continued its Saturday Evening Post ad-a-month pace throughout 1957. The company used the same triple-pane style of ads as it had in 1956, the exception being a two-page, color, introductory ad for the FC-170. Marketing also reused some content from the previous year, but combined that older content with information about the FCs.

For example, the first triple-pane ad, in February of 1957, was very similar to the the June 1956 ad, except that it included an FC-150.

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Comparison of similar “Gets there … works there … anywhere!” ads from June 16, 1956, and February 23, 1957.

Here are the next four ads for 1957 in the Post:

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These ads appeared in the Saturday Evening Post March 30, April 27, May 25, and June 22 of 1957. The April 27, 1957, ad is mostly a repeat of the November 17, 1956, ad. The June 22, 1957, ad is mostly a repeat of the September 26, 1956, ad.

In July, Willys Motors, as they did for the FC-150 in December of 1956, ran a full-color two-page ad for the new FC-170:

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This two page ad introducing the FC-170 appeared in the July 13, 1957, issue of the Saturday Evening Post.

The remaining four ads for 1957 are shown below:

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These ads appeared in the Saturday Evening Post on August 17, September 21, October 19, and November 11 of 1957. There was no ad published in December of 1957.

After Willys Motors near-montly ads in 1957, I expected to find similar advertising the following year. Instead, I could not locate any ads in the Saturday Evening Post over the course of 1958.

 
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1947 Advertisement “Jeep Speeds Up Construction” on eBay

• CATEGORIES: Advertising & Brochures, Features

No month or journal name for this ad.

View all the information on ebay

“Type: This is an original 1947 print ad, we do not sell reproductions.
Year Published: 1947
Format: Black + White
Size: 8.0″ W x 10.5″ L”

1947-magazine-jeep-speeds-up-construction-lores

 
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Canfield Wrecker Plates on eBay

• CATEGORIES: Features, Parts

Shane spotted these rare Canfield Wrecker Plates on eBay.

View all the information on eBay

“CANFIELD TOW BAR CO. TOW TRUCK METAL BADGE EMBLEM NAME PLATE VINTAGE RARE. this was on a wrecker boom from a jeep when it was common to use jeeps as tow trucks. they are in good condition a few minor dings(see pics) for there age, they measure 12″ long and 4″ high. looks like the model no. is C450L and serial no. is 9204.”

canfield-wrecker-plates-ebay

 
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Ads in the 1954-1956 Saturday Evening Post

• CATEGORIES: Advertising & Brochures, Features

Prior to the Kaiser buyout, Willys-Overland was a regular advertiser in the Saturday evening post, with ads appearing almost monthly from late 1941 (after winning its military contract) up until 1952.

From 1952 through 1954, the focus of the advertising shifted to the new Willys Areo line of vehicles, abandoning jeep advertising in the Post almost entirely.

In February of 1954, one ad for the Willys wagon was published, the only jeep-oriented ad of the year. However, the title of the ad was “The Common-Sense Car that Leads a Double Life”. So, even that ad was as much a “car'” ad as a “jeep” ad.

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February 27, 1954. The branding emphasis remained on the ‘car’ being a ‘Willys’, rather than jeep, as it had since the 1951 ‘Willys Makes Sense’ campaign.

Given how similar the above ad was to the Willys Makes Sense campaign of 1951, It’s clear that even under the early days of Kaiser’s management, the advertising for the Willys/Jeep line had yet to be changed. That probably explains why no more jeep ads appeared in the Saturday Evening Post for the remainder of 1954 (and Willys Aero ads ceased after June of 1954).

Then, on January 8, 1955,  Willys Motors published a two-page splash with an ad for it’s new model: The CJ-5.

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January 08, 1955, Saturday Evening Post

Subsequently, Willys Motors’ advertising in the Post waned again, absent throughout the remainder of 1955. It’s advertising in the Post remained dormant until mid-1956.

On June 16, 1956, Willys Motors published “Gets there … works there … anywhere!”. The ad also appeared to have introduced a new slogan: ‘Jeep’ VEHICLES BY WILLYS KEEP AMERICA ON THE MOVE (that was used by the company at least through the end of 1957 .. I haven’t check past that yet).

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June 16, 1956, Saturday Evening Post, “Gets there … works there … anywhere!”

Once again, jeep ads started appearing on a regular basis. On August 4, 1956, the ad, “Gets there … works there … anywhere” was published:

1956-08-04-sat-eve-post-traction-action-satisfaction-ad-lores

August 04, 1956, Saturday Evening Post, “Traction … Action … Satisfaction!”

Willys Motors continued advertising monthly with the same three-pane theme. These were the next three ads:

1956-3-sat-eve-post-jeep-ads-late-full-lores-650px

Willys Motors ads: September 22, 1956, “Goes more places, Does more Jobs, Save more money”; October 20, 1956, “Takes the lead, On the road, Off the road”; November 17, 1956, “Thousands … Millions … Billions!”. 

On December 29, 1956, the final Post issue of the year, Willys Motors interrupted its three-panel campaign to introduce readers, in a two-page color ad no less, to the new model of jeep: the Forward Control ‘Jeep’ FC-150.

1956-12-29-sat-eve-post-fc-150-ad-2-pages-lores

December 29, 1956, Saturday Evening Post 2-page ad, “extraordinary! Now… the completely new Forward Control ‘Jeep’ FC-150”

As well see in a future post, the company continued an almost monthly advertising campaign through out the following year of 1957.

 

 

 
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1941 Article Introducing the Air-Borne Battalion

• CATEGORIES: Features, Old News Articles

This September 18, 1941, article in the Petoskey News-Review introduced readers to the new Air-Borne Battalion. The new battalion would be trained in air landing operations and include two rifle companies. One of those two companies would be equipped with riflemen on bikes (40), motorcycles (140), and jeeps (105).

Clipping from Petoskey News-Review - Newspapers.com

 
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March 1948 Ad W-O Brings Farmers 4-Wheel-Drive Power on eBay

• CATEGORIES: Advertising & Brochures, Features

This ad, “Willys-Overland brings Farmers the advantages of 4-Wheel-Drive Power”, was published in March of 1948 most likely in a farm magazine (based on other ads the seller was selling).

View all the information on eBay

1948-03-willys-trucks-jeep-ad

 
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August 1945 Farm Journal Article “What About The New Farm Jeep?”

• CATEGORIES: Features, Old Images

It reads more like a press release than an article. Given its timing in conjunction with the release of the CJ-2A, it most likely was.

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The cover image:

Continue reading

 
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1942 Postcard “I’m Leaving on Leave”

• CATEGORIES: Features, Postcards

This postcard just sold eBay for $6.50.

1942-12-postcard-jeep1-lores 1942-12-postcard-jeep2-lores

 
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4 Photos of Family and Later Model CJ-2A on eBay

• CATEGORIES: Features, Old Images

This auction is set of four negatives showing a family and a late model CJ-2A, determined by the stenciling on the tailgate which didn’t appear until around August of 1947.

View all the information on eBay

“HERE ARE FOUR B&W NEGATIVES THAT LOOK LIKE THEY WERE TAKEN ON A FARM. LOOKING AT THE CLOTHES GUESSING 1950’S. ON THE JEEP YOU CAN SEE WILLYS AND 4 WHEEL DRIVE. THESE MEASURE 2 3/8″ X 3 1/2″.”

cj2a-images-farm1 cj2a-images-farm2 cj2a-images-farm3

Chris notes that this photo is reversed, as the spare tire is shown on the driver’s side.

cj2a-images-farm4

 
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1955 Willys Motors Mailers

• CATEGORIES: Advertising & Brochures, Features

When I first completed the post on the early brochures and mailers created by the Kaiser Willys marketing team, I didn’t have a complete list of mailer examples. Below is what I believe to be the completed list:

Here’s an order form from 1955. At the bottom of the order form is a list of mailers, but the mailers lack form numbers.

1954-merchandising-material-order-form-lores
These are the mailing brochures, but without identifying form numbers, I am not 100% positive these are correct …..

Farmer and Ranchers Best Investment: Whatever You Grow for Profit

1954-w993-5-no-matter-what-you-grow-for-profit-1-lores

Earth Moving Equipment:

1955-earth-moving-equipment-mailer1 1955-earth-moving-equipment-mailer2

Power Producing Equipment:

1955-power-producing-equipment-mailer1-lores 1955-power-producing-equipment-mailer2-lores

Jeep-A-Trench:

1955-jeep-a-trench-mailer1-lores 1955-jeep-a-trench-mailer2-lores 1955-jeep-a-trench-mailer3-lores

Service Station (Mr. Service):

1955-service-station-mr-service-mailer-1

They Go Through: Form W-1765

wagon-brochure-w1765-1

 
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Postcard of Joe’s Super Service Station Hillman, MI on eBay

• CATEGORIES: Features, Postcards

Nice shot of Joe’s Super Service Station in Hillman, Michigan. The photo features a jeep truck and a CJ-3A that could both be from the same year.

View all the information on eBay

dealer-gas-station-hillman-mi-postcard1 dealer-gas-station-hillman-mi-postcard2

 
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April 1960 Jeep News

• CATEGORIES: Advertising & Brochures, Features, Old News Articles • TAGS: .

This issue of Jeep News is interesting in that the whole middle section focuses on the rise in jeep clubs. It isn’t an exhaustive list, but rather simply a list of clubs in contact with Jeep News, with a heavy emphasis on western clubs.

Note the CJ-6 hardtop on page 7. It’s a custom top built by Koenig. I don’t have it in my records, so keep a watch for it. It’s probably still out there somewhere, most likely still in Texas. Note also the scale model FC-170 giveaway and certificate with each FC-170 purchase on page 2.

Photos Photos Photos Photos Photos

 

 
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1955 CJ-3B Brochure

• CATEGORIES: Advertising & Brochures, Features

This 1955 brochure form W-201-5 highlighted the CJ-3B as part of the advertising standardization push by the Kaiser Willys marketing team.

1954-kw-form-w-201-5-cj3b-brochure1-lores

1954-kw-201-5-cj3b-brochure2-lores1954-kw-201-5-cj3b-brochure3-lores

 
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Introducing the Jeep Surrey

• CATEGORIES: Features, Old Images, Old News Articles • TAGS: .

UPDATE: Here are a couple more articles introduction the Jeep Surrey. The first one notes that women will like it for its fashion while men will like it for its fine engineering. I’m less convinced that the term ‘fine-engineering’ should be applied to any of the DJ-3As.

The second was widely disseminated in various arrangements and reminds us that A similar model, the “Jeep” Gala, was introduced to the export market early this year . This documents that the Gala was the export model and the Surrey the domestic model.

This first article was published October 08, 1959, and comes from Utah’s Orem-Geneva Times:

Clipping from Orem-Geneva Times - Newspapers.com

This October 04, 1959, article published in the Cincinnati Enquirer.

1959-10-04-cincinnati-enquirer-surrey-introduction-lores

Continue reading

 
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1954 KW ‘Jeep’ Farm Power Brochures

• CATEGORIES: Advertising & Brochures, Features
1954-kw-1706-covers

1954 Form KW-1706 Brochures, early (orange) and late (green) versions.

UPDATE: For a few years now I’ve noticed that there were two versions of the 1954 Form KW-1706 titled ‘Jeep’ FARM POWER, one having an orange theme and one have a green theme. Since I owned an orange copy, I wasn’t in a hurry to get a green copy. Still, I was curious about why the newly formed Kaiser Willys Marking Team would publish a brochure, with the same form number, in two different colors, as that wasn’t a customary practice.

A few days ago I found a good price on the green version. When it arrived, I compared the two brochures. At first, I couldn’t see any differences. But, after examining the text, I discovered the reason behind the color change.

A small section on both brochures is titled “NEBRASKA TESTED”. Apparently, when the original orange brochure was produced, the jeep had only completed a tractor test (#432) using a jeep powered with an L-head, yet the company had applied to take the test using an f-head. At some point after the brochure was published, the f-head test (#502) was completed (which did show increased horsepower).

So, the company updated the brochure’s “NEBRASKA TESTED” text and changed the brochure’s color scheme, probably to make it easier to know which old brochures should be set aside and/or destroyed. At least, that’s my theory.

So, here’s a look at the two blurbs side by side.

1954-kw-1706-blurbs-lores

Comparison of early (orange) and later (green) versions of the 1954 ‘Jeep’ Farm Power brochure.

Here’s a full look at the green brochure:

Photos Photos 1954-kw-1706-farm-power-green3-lores

Continue reading

 
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May 1973 Berens Associates Catalog

• CATEGORIES: Catalogs, Features

I’d never heard of Berens before spotting this 48-page catalog on eBay. It appears they were a California distributor of jeep parts. The company carried all kinds of stuff.

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Continue reading

 
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“All New 1955 Willys Jeep” CJ-5 Brochure

• CATEGORIES: Advertising & Brochures, Features

UPDATE: I was finally able to get one of these off eBay at a reasonable price. It’s form W-1831 from 1955 introducing the new CJ-5. The back page (bottom pic) has some discoloration. The 3rd pic is a foldout, so it’s much bigger than it appears.

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1955-form-w1831-cj5-brochure2-lores

 

 
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Early(?) Plastic Jeep Hesperia, CA Auction

• CATEGORIES: Features, toys

UPDATE: Blaine and Terry have identified this jeep as a Fix-it-All jeep. It’s missing multiple parts. Here’s a pic of how it should look:

fix-it-all-plastic-jeep

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Blaine spotted this unusual plastic jeep that neither of us had previously seen. The fact that it is stamped “JEEP” on the hood and has a front weight are two unusual features that caught our eyes. Anyone recognize it? (this auction site has multiple premiums that will add to the cost).

https://bid.bidfastandlast.com/ui/auctions/50594/3630732

toys-auction-ca2 toys-auction-ca3 toys-auction-ca1

 
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February 1960 Jeep News

• CATEGORIES: Advertising & Brochures, Features • TAGS: .

This issue of Willys News shows that Jeep dealers were experience continued growth. This issue also suggests that the ashtrays and cuff-tie-links were introduced in 1960. Anyone have the full page 1959 Nieman Marcus catalog ad of the newly introduced DJ-3A Surrey mentioned on the last page?

Photos Photos Photos Photos Photos

 
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March 1962 Articles on the Introduction of Tonka Jeeps

• CATEGORIES: Advertising & Brochures, Features, toys

In March 1962, two different articles highlighted the introduction of the Jeep line of Tonka Toys.

1. Toys and Novelties Magazine: The article in this magazine noted that part of the reason the Tonka company had the financial and physical capacity to produce a wide variety of toy jeeps was that it had recently gone public.

View all the information on eBay

1962-03-toys-and-novelties-tonka-jeep-lores

2. Playthings Magazine: Given this article is very similar to the top article, I’d guess both were written from press releases.

View all the information on eBay

1962-03-playthings-tonka-jeep-lores

 

You can also learn more about Tonka jeeps at the CJ-3B Page.

 
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August 1962 Article on Hatari Dispatcher/Universal Tonka Toys

• CATEGORIES: DJ-3A, Features, Magazine, Old News Articles, toys • TAGS: .

As reported in this post, in 1962 the Tonka company launched the jeep models many of us owned as kids (and some of us still own as adults). It didn’t take long for Tonka to introduce specialized packaging as well. The August 1962 issue of Playthings Magazine highlighted three different Dispatcher Tonka Toys, with Hatari-themed boxes, that were for sale in the lobby of movie theaters while Hatari played in theatres.

View all the information on eBay

1962-08-playthings-magazine-tonka-jeep-ad-hatari

The article appeared on this page:

1962-08-playthings-magazine-tonka-jeep-ad-hatari-full-page-lores

 
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Netherlands MB Farm Jeep video

• CATEGORIES: Features, videos

Harmen-Jan of the Netherlands shared this video of farm life footage filmed in the Netherlands between 1920 and 1960. At the 15-minute-mark there is footage of a WWII jeep piling what I believe is hay(?) and at the 19-minute-mark there is a brief look at the same jeep pulling an overloaded wagon. In between (and before and after both marks), plenty of back-breaking-work is documented.

 
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The First “Jeep”: Minneapolis Moline NTX

• CATEGORIES: Features, Other 4x4s

UPDATE: The article below is one of a number of articles highlighting the “JEEP” Tractor from Minneapolis-Moline Implement Company: The NTX. One or both units were also tested at Holabird, so the term ‘jeep’ used to describe a vehicle didn’t originate with the Bantam, Ford, or Willys prototypes. 

Clipping from Lansing State Journal - Newspapers.com

Published in the Lansing State Journal, Lansing, Michigan, August 22, 1940.

According to a Hemmings article, the name ‘Jeep’ originated with Sergeant James O’Brian in August of 1940:

The UTX went to the Aberdeen Proving Ground in Maryland, but earned its place in history in August 1940 at Camp Ripley, Minnesota, when Sergeant James T. O’Brien of the 109th Ordnance Company of the Minnesota National Guard noted the overall proficiency of the tractors, especially when pulling a stuck howitzer out of the mud. Inspired by the “Eugene the Jeep” character in the Popeye comic strip, O’Brien first hung from the tractor’s radiator cap a sign painted with the word “Jeep,” then painted the word “Jeep” itself on the flanks of the tractor.

Minneapolis-Moline chronicled the christening in a wartime advertisement: “This new MM army vehicle was not a crawler, tractor, truck nor tank, and yet it could do almost anything and it knew all the answers. Because of this, it brought to mind the Popeye cartoon figure called ‘Jeep’ which was neither fowl nor beast, but knew all the answers and could do almost anything.”

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Originally Published December of 2014:

However, the short comings of the NTX coupled with the introduction of the Bantam BRC in late September doomed the 6 NTXs produced to the role of a jeep footnote.

It doesn’t mean the NTX isn’t worth anything. An NTX in 2012 fetched $29,000 at an auction.

Continue reading

 
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Giant Flatfender Jeep in Abu Dhabi

• CATEGORIES: Artists/Drawings, Features, Monuments/Statues, Museums

UPDATE: Vince shared an article from autoblog.com that provides more information on the Rainbow Sheikh (Sheigh Hamad bin Hamdan) who built the world’s largest running jeep. It had been many years since my last post on the subject, so it was time to update this post.

In 2010, reports were that Guinness Book of World Records had recognized the jeep as the largest running jeep in the world; however, I could not verify the record through the Guinness web site. Recently, a huge CJ-5 built by the same Shiekh for his offload museum may have surpassed the flat fender.

https://www.autoblog.com/2020/05/31/worlds-largest-working-jeep/

worlds-largest-jeep-abu-dhabi1 worlds-largest-jeep-abu-dhabi3 worlds-largest-jeep-abu-dhabi4

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Published in April of 2009:  I thought it was just a fake keep prop of some kind, but apparently it’s being built on the framework of a large quarry mining truck. 

monster_jeep_statue

 

 

 

 

 
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1945 Image of Jeep Exiting Glider on eBay

• CATEGORIES: Features, Old Images

Neat press photo of a jeep exiting a glider at Wold-Chamberlain Field in Minnesota. The photo was taken February 27, 1945, by ‘Ted’ at 2pm.

View all the information on eBay

“Jeep rolls out of nose of large glider after coming into a landing”

1945-02-28-jeep-exiting-glider1-lores 1945-02-28-jeep-exiting-glider2-lores