Features Research Archives

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1954 Sedan Delivery Brochure

• CATEGORIES: Advertising & Brochures, Features

This is the Willys-Overland Export Corporation version of this style of brochure, form SX-227-4:

1954-form-sx-227-4-export-sedan-delivery-wagon-brochure-1-lores 1954-form-sx-227-4-export-sedan-delivery-wagon-brochure-2-lores 1954-form-sx-227-4-export-sedan-delivery-wagon-brochure-3-lores 1954-form-sx-227-4-export-sedan-delivery-wagon-brochure-4-lores

Domestic version of brochure, Form W-227-5 (images from eBay):

1954-form-w-227-5-sedan-delivery-2

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1955 Station Wagon Brochure

• CATEGORIES: Advertising & Brochures, Features

1955 Station Wagon brochure form W-221-5:

1954-form-w-221-5-station-wagon-brochure-1-lores 1954-form-w-221-5-station-wagon-brochure-2-lores 1954-form-w-221-5-station-wagon-brochure-3-lores 1954-form-w-221-5-station-wagon-brochure-4-lores

 
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1955 Jeep Vehicles and Equipment Cut Costs Brochure

• CATEGORIES: Advertising & Brochures, Features

This 24 page brochure is labeled form W-992-5. An article about the brochure was published in May 1955 issue of the Willys Dealer News.

1955-form-w-992-5-jeep-vehicles-and-equipment-cut-costs-01-lores 1955-form-w-992-5-jeep-vehicles-and-equipment-cut-costs-02-lores 1955-form-w-992-5-jeep-vehicles-and-equipment-cut-costs-03-lores 1955-form-w-992-5-jeep-vehicles-and-equipment-cut-costs-04-lores

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1954 No Matter What You Grow for Profit Brochure

• CATEGORIES: Advertising & Brochures, Features

This 1954 brochure is form W-993-5.

1954-w993-5-no-matter-what-you-grow-for-profit-1-lores 1954-w993-5-no-matter-what-you-grow-for-profit-2-lores 1954-w993-5-no-matter-what-you-grow-for-profit-3-lores 1954-w993-5-no-matter-what-you-grow-for-profit-4-lores 1954-w993-5-no-matter-what-you-grow-for-profit-5-lores

 
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1941 Photo of Ford GP from Fort Bliss, TX on eBay

• CATEGORIES: Features, Old Images

Great action photo of a Ford GP.

View all the information on eBay

1941-07-16-ford-gp-fort-bliss1

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“1941 Press Photo Army lieutenants give new jeeps test drive at Fort Bliss, Texas. This is an original press photo. Fort Bliss, Texas. Under modern conditions of mechanized war, the once lumbering and awkward tank has emerged as a machine of many types and variations, from small steel speedsters to the huge 80-ton land battleships which flatten trees and grind buildings to powder. These have created new problems in defense, and Uncle Sam’s new army is not going to be caught napping in this department.

One outfit devoted to blasting the blitz battle-wagons is the new anti-tank troop of the First Cavalry Division at Fort Bliss. Formed only last January with 31 regular Army men, the troop now has 4 commissioned officers, 31 non-coms, and 121 men, all of whom are draftees from Michigan, Illinois and Wisconsin. Most of the men have had mechanical experience working in automobile plants, which stand them in good stead in operating and caring for the scout cars and motorcycles with which the troop is equipped.

These pictures show the outfit in action during a recent tactical problem. Lieutenant Jack Berg (left) and Lieutenant M. M. Roland send one of the new jeep reconnaissance cars hurtling over a bump on a test drive. The baby blitz buggy is a Ford-built Bantam with four-wheel drive. Photo measures 9 x 7.25 inches. Photo is dated 07-16-1941.

 
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1953 Ben Eastman Fruit Basket Post Card on eBay

• CATEGORIES: Features, Postcards

Maury spotted this unusual postcard. The starting auction price is a crazy $39.95, but it’s a pretty cool postcard none-the-less.

View all the information on eBay

“Wow! This is a wonderful vintage 1953 postmarked postcard. Scene shows a view of the Big Flowing Orange and Ben Eastman Family on a Jeep at their Citrus Stand in Sebring, FLA. Postcard is in very good condition with some light wear and is postally used.”

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1947 Jeep Or Tractor Brochure

• CATEGORIES: Advertising & Brochures, Features

Here’s a brochure (Form 471A10) that I missed on eBay last year (and that I’ve never seen).

jeeps-or-tractors-in-the-farm-plan-brochure

Text from eBay ad: “This listing is for a Rare Vintage 1947 Universal Jeep Book titled Jeeps or Tractors in the Farm Plan. This booklet is 17 pages, measures 8×10, made in USA, form 471A10. This book compares using a tractor to a Jeep on the farm. The item “RARE Vintage 1947 Willys Jeep or Tractor Brochure Farm Plowing Comparison Book”” (from this page)

 
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Willys Courtesy Sign New Jersey $675

• CATEGORIES: Advertising & Brochures, Features

I’m not sure how much these signs run these days.

https://southjersey.craigslist.org/atq/d/paulsboro-willys-sign/7053326937.html

“From the 40s! 8 out of ten in quality! We have had this for decades! 675 dollars or best offer.”

wiillys-courtesy-sign

 
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Old Novak Catalog Cover

• CATEGORIES: Features

UPDATE: The location has been identified as “Oceano Dunes SVRA a state park located by Pismo Beach Cal. It is not as open to day as it was back then”.

Ted shared this catalog cover from an ancient  Novak catalog.

novak-cover-page-lores

 
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1954 CJ-5 Fire Engine Brochure

• CATEGORIES: Advertising & Brochures, Features

These images of Form W-229-5 are from Troxel.

1954-cj5-fire-engine-brochure1 1954-cj5-fire-engine-brochure2 1954-cj5-fire-engine-brochure3

 
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1954 CJ-3B Brochure

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

This was brochure Form W-201-5. Pics are from Etsy.

1954-cj3b-brochure-2 1954-cj3b-brochure-3 1954-cj3b-brochure-4

 
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1951 Custom Woodie Truck Lake Forest, CA $39,000

• CATEGORIES: Features, Willys Trucks, Wood bodies • TAGS: , , .

UPDATE: Still Available.

(01/31/2017) This one has been around a while.

https://orangecounty.craigslist.org/cto/d/1951-willys-woodie-custom/7047189099.html

“All custom 51 Willys woodie. Extensive sheet metal work, extended fenders, hood, roll pan and a tilt hood and more. All polished LS engine, with LS460e trans polished, hydro boost brakes. Custom dash, gauges, center console. Custom rebuilt painted frame blazer. All custom solid Maple wood with electric lift gate, PW, PB tilt etc. Custom interior, 6 way power seats with headrest monitors, custom made maple rear floor. Brand new 20″ rims and tires. So much more…view the photos for all the extras all top name brand parts. Less than 300 miles. Just testing the market. Serious offers only. Leave a message.”

1951-woodie-truck-lakeforest-ca02 1951-woodie-truck-lakeforest-ca01 1951-woodie-truck-lakeforest-ca0 1951-woodie-truck-lakeforest-ca1 1951-woodie-truck-lakeforest-ca2

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December 1954 Kaiser Willys Booster News

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

Here’s the complete newspaper for the December 1954 issue of the Kaiser Willys Booster News.

Scannable Document Scannable Document Scannable Document

 
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1954 1-Ton Truck Brochure

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

This form W-203-5 was part of the 1954 family of brochures.

1954-w203-5-truck-brochure-1-lores 1954-w203-5-truck-brochure-2-lores 1954-w203-5-truck-brochure-3-lores 1954-w203-5-truck-brochure-4-lores

 
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1954 Cargo Personnel Carrier Brochure

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

This Form W-215-5 for the Cargo-Personnel Carrier was part of the 1954 family of brochures.

1954-w-215-5-cargo-personnel-carrier-brochure-1-lores 1954-w-215-5-cargo-personnel-carrier-brochure-2-lores

1954-w-215-5-cargo-personnel-carrier-brochure-3-lores 1954-w-215-5-cargo-personnel-carrier-brochure-4-lores

 
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Ames Single Bottom Plow Plymouth, MA $600

• CATEGORIES: Features, Parts

UPDATE: Price dropped to $600.

(10/28/2019) John shared this ad. The plow was used behind a CJ-2A.

https://boston.craigslist.org/sob/grd/d/plymouth-ames-single-bottom-plow-1940s/7051042527.html

“Ames Plow Company 45 antique single bottom plow. It was used on the rear of a Jeep CJ2A back in the mid 40s. Its been stored indoors for 70+ years.
Good condition $650”

ames-single-bottom-plow1 ames-single-bottom-plow2

 
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1953-1955 Kaiser’s Attempt to Standardize Marketing

• CATEGORIES: Advertising & Brochures, Features

As noted by Edgar Kaiser in 1955, one of the key reasons Kaiser bought Willys’ assets was that Kaiser didn’t feel Willys-Overland was pursuing the consumer market aggressively enough. As a part of Kaiser’s strategy to move that direction, the company created a wide variety of brochures, folders, direct mail pieces, product booklets, post cards, a Jeep family 16mm movie, and other merchandising materials.

Much of these documents have been scanned and available on the internet, but no one (that I’ve seen) has assembled them together to see what items were available at the time the CJ-5 launched.

So, consider this a draft towards that goal, as I still have some more scanning and locating of documents so I can interlink everything together.

To begin, here is one of the earliest examples of the Kaiser Willys team creating a standardized family of similar brochures that highlight each of the models. Nearly all the first wave of documents were created in 1954. How do we know this? Because the January 1955 Kaiser Willys Sales and Dealer News highlighted these merchandising aides:

1955-01-kwnews-pg8-lores

Note that other brochures mentioned in this Kaiser Willys Newspaper include the upcoming  Jeep in Public Service (24 pages), the Jeep in Industry (24 pages, might have ended up this one?), and the Jeep in Agriculture (unclear to me which this is). I do have the brochure shown in the lower right, but it’s in Spanish. So, we can conclude that those were all published in 1955 (there are no publish dates on them).

Here’s an order form from 1955. It’s form numbers for the ‘vehicle folder’ brochures match those shown in the photo below this order form.

1954-merchandising-material-order-form-lores

Here’s a photo from an ebay post that shows all the vehicle ‘folder’ brochures together (the form numbers I have for the vehicle brochures below match the numbers on the order form above). I only have 7 of the 10 brochures, or I’d take a photo of my own like this.

1950s-willys-motors-equipment-catalog3

Form #s for the brochures in the pic above include: CJ-5 (W-239-5), CJ-3B (W-201-5), 1 Ton Truck (W-205-5), 4WD Station Wagon (W-221-5), 4WD Sedan Deliver (W-227-5), 2WD Utility Wagon (W-221-6), Cargo Personnel Carrier (W-215-5), 4WD Field Ambulance (W-228-5), 4WD Utility Ambulance (W-230-5), Jeep Fire Engine (W-229-5), and the Commando Fire Truck (W-240-5).

Below are some various brochure covers from the twenty-plus page brochures ….. (Note, one promotional document not listed in the order form was the Willys Story, 1950-1954).

1954 Willys 4-Wheel Drive Form W-1772:

Scannable Document

1954 Jeep Specialized Vehicles and Equipment, Spanish Version, No form or document number on the brochure (later in 1955 with a different cover and other changes):

1954-los-vehiculos-mas-utiles-del-mundo1

1955 Willys Jeep in Public Service, Form W-991-5:

1955 Jeep Vehicles and Equipment Cut Costs, Form W-992-5 (will have better scans of this one soon) … (also discussed in an article here):

1954-willys-jeep-in-industry-brochure4

Here are some of the mailing brochures (Still identifying some of these)…..

Farmer and Ranchers Best Investment:

Whatever You Grow for Profit:

Earth Moving Equipment:

Power Producing Equipment:

Jeep-A-Trench:

Service Station (Mr. Service):

They Go Through, Form W-1765:

wagon-brochure-w1765-1

By the end of 1955 there was a new round of brochures, but I don’t have the post researched yet, so there will be a delay of a few days.

 

 

 
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1954 Willys Overland 4-Wheel-Drive Brochure

• CATEGORIES: Advertising & Brochures, Features

This 24 page brochure, W-1772, is a little large for my scanner, so I’d put off scanning it. A few days ago I was investigating various large format scanning strategies (bigger than 12″x9″). Below is a test of some free IOS software from Evernote. It’s not perfect, but it sure was quick and I could see using this software when going over old documents at a library, stuff where time is more important than performance.

I might also try one of those new overhead. portable book scanners, though some of these require your computer to provide Admin access, which is a little suspicious (especially since a couple users noted that the unit was causing communications to occur to China).

Anyway, once I get a large format scanner, I’ll get some better scans of this one.

Scannable Document Scannable Document Scannable Document Scannable Document

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1945 Willys Jeep Newspaper West Brookfield, MA $25

• CATEGORIES: Advertising & Brochures, Features

Not in perfect shape, but a reasonable price.

https://www.facebook.com/marketplace/item/799775637112471/

“Rare hard to find mailer newspaper to advertise the first CJ.”

willys-jeep-newspaper

 

 
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The 1954 KW Logo

• CATEGORIES: Advertising & Brochures, Features

INTEGRATING KAISER MOTORS WITH WILLYS MOTORS:

As mentioned in the 1955 testimony by Edgar Kaiser, initially when Kaiser purchased the Willys-Overlands assets, Kaiser Industries operated it as a separate automotive company called Willys Motors, an entity distinct from the other automotive company Kaiser Motors. Part of the reason for this was that both organizations had separate plants, Kaiser in Michigan (at Willow Run) and Willys in Toledo, and separate sales and distribution systems.

Step one of the integration was to blend the sales and marketing teams of Kaiser and Willys. Later, in early 1954, the Willow plant was shut down and manufacturing was moved to Toledo. By early 1955, most of the integration of Kaiser Motors into Willys Motors had been complete (I don’t know if Kaiser motors existed after that).

As a part of the integration strategy, and perhaps to bring cars, jeeps and truck under one umbrella logo, the marketing team introduced the Kaiser Willys name and the KW logo. These appear on a variety of brochures and documents from 1954, but pretty much disappear by early 1955. Here’s an example of the sales and dealers’ newspaper, the Kaiser Willys News. It features both the logo and the dual name:

kaiser-willys-news-example

But by early 1955, this KW and Kaiser disappears, replaced by just Willys and the W logo:

willys-news-example

Maury found this good example of Kaiser Willys coupled with the KW on a service manual. It also labels the sales division as the Kaiser Willys Sales Division.

1954-vintage-willys-service-time-schedule-manual

In terms of brochures, here’s an early 1954 version of a CJ-3B brochure with the KW:

1954-cj3b-brochure30

Here are the later 1954 versions of this same brochure, with the one on the left intended for the Willys-Overland Export Company, while the one on the right was marketed by the Willys Motors, Inc. Gone is KW and Kaiser Willys, though Willys and the W-O logo reappear on the Export brochure:

1954-cj3b-brochure-comparison

Willys-Overland Export brochure is on the left, while the standard brochure for Willys Motors is on the right.

Here’s another somewhat common brochure that I hadn’t dated until yesterday. That’s because it didn’t register with me that this brochure has both a KW logo and a KW-form number (KW-1706). It’s the Farm Power Brochure that extolled the virtues of four wheel drive and it’s practicality on the farm. I’ll just show the first and last images here. The full brochure can be seen in the post below.

1954-kw-1706-jeep-far-power-1-lores 1954-kw-1706-jeep-far-power-5-lores

There are quite a few examples of the KW and Kaiser Willys logos on documents. However, by 1955, those logos were mostly removed in favor of ‘Jeep’ and Willys.

Tomorrow, we’ll visit the initial attempts to harmonize sales brochures across models.

 

 

 

 
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1954 KW ‘Jeep’ Farm Power Brochure

• CATEGORIES: Advertising & Brochures, Features

This 1954 KW-1706 brochure appears to be an early attempt to demonstrate to consumers just how many jobs the jeep could tackle. In fact, it included the slogan, “The World’s Most Versatile Farm Vehicle”.

1954-kw-1706-jeep-far-power-1-lores 1954-kw-1706-jeep-far-power-2-lores

This page folds out to 17″x11″Scannable Document

This full-size page measure 17″ x 22″. I used by phone scanner to capture the whole thing, but it did blur it a little bit. It was so large, the scanning software struggle to capture it all. Scannable Document 1954-kw-1706-jeep-far-power-5-lores

 
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October 1954 Kaiser Willys News

• CATEGORIES: Features, Magazine • TAGS: .

iI’ve shared some of the pics and captions, but now I can take some okay scans (not great, just okay) of the full pages. This has the KW logo, the Kaiser Willys branding, and a mention of the Kaiser-Willys Dealers and Salesmen.

Scannable Document

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Hubcap Branding by Willys Overland/Willys Motors

• CATEGORIES: Features

For decades car makers have used hubcaps as a way to promote their brands, so it’s not surprising that Willys-Overland and Willys Motors also did that, specifically with W-Os and Ws. Now, I’m most definitely no hubcap expert, but I’ll take a stab at this anyway based on some Google searches (what could go wrong with that?).

In Willys-Overland’s case, one of the earliest examples of the W-O branding appearing on a hubcap was this 1932/1933 Overland 8-88s:

By 1939 (possibly earlier), the Willys-Overland sedan was sporting a more familiar arrangement, a large W over a broken O:

Based on that hubcap, we can also date the original version of this sign, which pops up on the internet quite frequently, to the late 1930s:

Willy_s_car_sales_sign_1024x1024

In 1940, Willys changed it up to show WILLYS in all caps:

For the 1941 Willys Americar, the company created a much fancier hubcap:

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Early 1950s: The W Logo

• CATEGORIES: Advertising & Brochures, Features

(This is an extension of the hubcap post above, but also covers how the angular W was used in other ways)

In 1952, Willys-Overland introduced the Aero line of cars. They sported a new hubcap that featured only the W, along with a W on the front of the car and Willys script along the side.

The hubcap would be used throughout the Aero car line for the next four years.

1952-05-03-sateveningpost-aero-ad-pg78-lores

Note that this May 03, 1952, ad from the Evening post includes the Jeep logo and the new angled W logo for marketing purposes. The anglular W logo would end up on the front of Aeros, on the covers of a variety of documents as well, such as parts catalogs.

The 1952 Mechanic’s Manual below shows how the W logo was used on covers.

1952-mechanics-manual

1952 Manual with the W logo on it.

This page is from a 1952 owner’s manual; it demonstrates that the Willys-Overland Export Company had already been formed by 1952, so it was a pre-Kaiser creation.

1952-owners-manual-w

Here’s a good shot of the angular W on the grille on they 1952 Aero Ace. Note the Willys script logo along the passenger side fender.

willys-aero-w

In 1954, I’m sure just to make my life documenting hubcap history more difficult, Willys introduced a new hubcap with a circle around the W on the Willys Aero Ace. What other models may have sported this hubcap I couldn’t say:

1954-willys-aero-ace-hubcap

Also, in 1954, Willys offered a dual concentric circle hubcap, a design used later on the  Surreys (Galas) starting in 1959. However, these were all red. The one below looks like it could have been an aero cap:

red-hubcap-willys-aero

1954-aero-eagle

1954 Aero Eagle

In 1955, Willys Motors introduced the Willys Bermuda, which sported a brand new hubcap design:

1955-willys-bermuda-hubcap

The Aero cars were discontinued in 1955, with some (or all) tooling eventually shipped to Brazil. The angular W logo would mostly disappear after 1955, but a few ripples remained. For example, the plain W re-appeared on the DJ-3A hub caps starting in 1956,

willys-aero-dj3a-hubcap

Close up of an early DJ-3A hubcap.

Sometime after 1959, with the introduction of the DJ-3A Surreys (and Gala’s for export), Willys re-introduced the concentric circle W hubcap design:

willys-surrey-hubcap

I doubt that this is a complete list of Willys-related hubcaps or of the angular W, so I welcome corrections for those that know more about this than I do!

 
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Late 1950s Meyer Snow Plow Brochure on eBay

• CATEGORIES: Advertising & Brochures, Features

This 32-page snow plow manual includes a variety of jeep-related photos.

View all the information on eBay

“Here I have an Excellent Condition 32-Page Brochure
MEYER SNOW PLOWS SNOW PLOWING MANUAL
Measures about 8 ½ x 5 ½ inches
Near Mint condition except it has 2 holes punched to fit in a ring notebook
Has some great photos inside of 1950s vehicles
including several Willys Jeeps”

meyer-plow-brochure0 meyer-plow-brochure1 meyer-plow-brochure2 meyer-plow-brochure3 meyer-plow-brochure4 meyer-plow-brochure5 meyer-plow-brochure6