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1954 1-Ton Truck Brochure

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

UPDATE: The early version of this brochure (form SD-203-4) can be found here.

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

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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.

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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:

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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.

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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.

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Form #s for 9 of the brochures in the pic above, and one not included (w-221-6): CJ-5 (W-239-5), CJ-3B (W-201-5), 1 Ton Truck (W-205-5), 4WD Station Wagon (W-221-5) (see W-221-4 here), 4WD Sedan Deliver (W-227-5), 2WD Utility Wagon (M-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:

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1954 Jeep Specialized Vehicles and Equipment, Spanish Version, No form or document number on the brochure:

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1955 updated version of the Willys Specialized Vehicles and Equipment Brochure (again, does not have a Form #):

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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):

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Here are some of 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

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Earth Moving Equipment:

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Power Producing Equipment:

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Jeep-A-Trench:

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Service Station (Mr. Service):

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They Go Through: Form W-1765

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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.

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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.”

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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:

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

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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.

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

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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:

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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.

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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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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

Scannable Document

Scannable Document

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:

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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.

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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.

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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.

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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.

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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:

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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,

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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”

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Edgar Kaiser’s 1955 Testimony About the Kaiser Willys Merger

• CATEGORIES: Documents, Features

In the summer of 1955, Edgar Kaiser Sr. provided testimony to the United State Senate, Subcommitte on Antitrust and Monopoly, regarding the car industry, specifically the history of the  Kaiser Motors Company, it’s post war challenges and how/why it merged with Willys Overland.

There’s lots of interesting details in here, but my takeaway is that Kaiser didn’t believe Willys-Overland was properly leveraging the opportunities of the consumer market for four-wheel-drive vehicles. Moreover, Kaiser had a better dealer network for selling vehicles than Willys-Overland had been able to create.

So, some of this info is useful for understanding the mindset of Kaiser as to the challenges Kaiser Motors faced, before buying the assets of Willys-Overland, and the reasons the company purchased W-0. Given we will be covering the marketing aspect of this time period, it makes more sense why the new Kaiser Willys entity produced so much new literature for the sale of jeeps. Kaiser simply didn’t believe Willys-Overland execs were doing enough to promote jeeps and their capabilities to consumers.

I’ve taken snap shots of the entire testimony, which can also be found online here.

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Arps’ Blackhawk Snow Plow

• CATEGORIES: Advertising & Brochures, Features

UPDATE: This post from 2013 originally consisted of a brochure from eBay, but for this update I’ve added some additional brochures and Tom’s video showing how he uses the Blackhawk snow plow in Northern Wisconsin. The Arps Corportation manufactured these plows out of New Holstein, Wisconsin. Near the end of the video he shows how he mounts the plow and manual adjusts the angle using a chain.

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Prices as of 1948:

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Other material:

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1943 Photo of Ford GPAs (SEEPS) on eBay

• CATEGORIES: Features

These Ford GPAs were apparently photographed along a New York waterway, but there’s no caption to confirm that.

View all the information on eBay

“1943 Press Photo US military amphibious jeeps on waterway in New York. This is an original press photo. New York – (Swim) jeeps Photo measures 10 x 8.25 inches. Photo is dated 04-20-1943.”

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Jeep Cigarette Lighter **SOLD**

• CATEGORIES: Features • TAGS: .

UPDATE: Was on eBay.

This LRDG-style lighter is pretty cool.

“THIS AUCTION IS FOR ONE WILLYS WW11JEEP – DESERT COMMANDO STYLE- CIGARETTE LIGHTER IN ORIGINAL BOX .

THERE IS NO NAME ON LIGHTER OR BOX. I HAVE HAD THIS IN MY COLLECTION FOR OVER 20 YEARS.

THE LIGHTER IS CAST METAL AND VERY HEAVY AND WELL MADE.
THE LIGHTER SPARKS LIKE NEW, AND HAS NEVER HAD FLUID INSTALLED.
VERY NICE AND RARE PIECE OF JEEP ART.”

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Javier’s Restored M-38

• CATEGORIES: Builds, Features

Javier rebuilt this nice looking M-38, thanks it part to finding parts through eWillys and readers comments. During the rebuild, he added a few additional safety features such as Herm’s dual reservoir setup. He notes that M-38 does have a few CJ parts on it as well. The unique frame for the winch was something he and a friend built after testing out different scenarios with cardboard. The winch cover is a nice touch, too. Thanks for sharing Javier!

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1945 Photo of 5th Division German Entry Point on ebay

• CATEGORIES: Features, Old Images

The photo caption reads, “THANKS TO THE FIFTH DIVISION: GERMANY — In the Wake of the Fifth Division advance into Germany, a Jeep crosses a Bailey Bridge, spanning the Sure River, marked with a hand lettered sign informing all who pass that they do so through the courtesy of the Fifth Division. A military policeman stands to one side as the jeep heads for Germany. (CREDIT-WP-(ACME photo by Charles Haacker, For the war picture pool) 2-28-45.”

View all the information on eBay

“as shown … … approx 6 x 8 .. … vintage original authentic press photo ( most are Army radiotelephoto from Acme Newspictures ) … date listed is transmission date … most of these are not perfect ..some are a little blurry… some are sharp.. they may have bends and minor damage from poor storage .. please use the pictures to see the actual condition”

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Just a Handful of Updates

• CATEGORIES: Features

I spent yesterday been working on a series of marketing posts related to the Kaiser Willys integration in 1953 and 1954. So, just a handful of posts today.

 
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Blackstone Laboratories’ Engine Oil Testing

• CATEGORIES: Features
2017-07-23-scott-joe-deyoung

July 23, 2017, after a long day of driving, Scott had a long night of engine work.

Some of you may remember the July 2017 Alaska Or Rust adventure and the problems that Scott Gilbert’s wagon engine gave him (and Bob Christy and, part of the way, Rick Pacholski) … how has it already been 2 1/2 years?? Yikes!

After several engine rebuilds during the trip, the Scott and Bob were forced to turn back early and could not complete the trip. Eventually, Scott reinstalled a rebuilt engine and got the wagon going again. However, not surprisingly, Scott’s especially diligent these days about checking the condition of his wagon’s engine.

In an effort to monitor the engine’s condition, he wondered if there was any way to test the oil (he runs Lucas classic 10-30 oil) to be sure there wasn’t extra engine wear occurring. After checking with other folks and finding no answers, he hit the internet. Eventually, he tracked down Blackstone Laboratories. For only $25, Blackstone tested his oil and reported the results within a week.

About Scotts’ engine, the lab reported that the oil looked in good shape, which provides Scott with more reassurance that his newest rebuild will serve him well over the coming years. Still, he plans to do a few more tests occasionally, just to be sure. So, if you are concerned about your engine oil, you might check out Blackstone Laboratories.

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Canadian Made CJ-5s

• CATEGORIES: Features

Barney Goodwin of Barney’s Jeep Parts brought up an interesting bit of history regarding Canadian made Kaiser Jeep CJ-5s for the US (and Canadian?) market.

He wrote, “Your Canadian made Commando brochure post got me thinking. A customer of mine in my hometown of Houston has his dad’s ’69 CJ5 bought brand new at Woodie’s Jeep in Houston .

And, it was made in Canada!

Dave, the only reason I can think this happened is that Toledo had a military contract(s) they were running at the late 1960s and required the Toledo capacity. Around that same time, Kaiser Jeep had a short contract for M-151A1 MUTTs, contracts for M-274 Mules, and contracts for the Kaiser Jeep M-35 Deuces. Keep in mind it was also the first year for the Postal D100 Dispatcher DJ-5A. All of this was before AMC bought Jeep and moved government products production to Indiana as AMGeneral.

Kaiser Jeep’s solution? Shift the production of CJ-5s (and other vehicles?) to Canada.

Below is a picture of the data plate for my friend’s 1969, the one bought in Houston. Note the location of it and size. It’s right below the regular VIN plate on the firewall.

Most CJ-5s of that era had the 4 holes already punched in that location and they exist on our Toledo made 13,000 mile 1971 CJ-5. 

If anyone else has insights into this, we’d welcome them!

barney-canadian-made-cj5

 

 
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Mid-1950s Willys Motors ‘Jeep’ Specialized Equipment Binder on eBay

• CATEGORIES: Advertising & Brochures, Features

Unfortunately, this got wet. Starting bid is $149.99. Or you can have two different binders for $300 off of Facebook (again, both water damaged) (Located at Front Royal, VA).

View all the information on ebay

“Jeep Specialized Vehicles & Equipment Catalog 1950s Binder Ambulance Fire Engine. Was wet at one time so most pages are wrinkled but none are stuck together. The binder is solid no mold. The white stuff is from another book that was on it when it got wet. Its completely dry and ready to be used.”

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Photo of PFC. Richard Schweers Using Field Radio on eBay

• CATEGORIES: Features, Old Images

No date or location on this image.

View all the information on ebay

“This is an original press photo. Pfc Richard Schweers uses field radio in Army jeep. Photo measures 10 x 8.25 inches. Photo is dated –none.”

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Ted’s Newest Model Jeep

• CATEGORIES: Features, toys

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A few days ago while looking at Facebook in the Massachusetts area, this model jeep caught my eye. It was just different enough to cause me to look closer at it and, at 21″ long, I could tell it was an unusually large model. Even better, it was a very reasonable price. I contacted the seller, but, unfortunately, she was unwilling to ship it (I shed lots of tears!!). Since Ted Jordan lives in the area, I contacted him, but unsurprisingly, he had already had his eye on it. His daughter finally picked it up the other day and, thanks to Ted, we have some great detail pics of it.

According to Ted, “After closer inspection this thing is a beast weighing in at 18lbs and 21″ long and 9 1/2″ tall.  Its super cool and I would have to say home made by somebody. Just doesn’t look like something you’d find at a store, very well built but also a little crude in some ways. The guy is also pretty neat; he’s molded to sit in an upright position and, although Im not sure if he was made at the time of the Jeep, he seems to fit with the size and overall look of the piece. Jeep seems to be a mix of wood and metal fenders, windshield frame, underside, and most of the small parts as well being metal.

I’ve taken the some of the pics with a few more common Jeeps (Tonka,Marx,and the small JH Millstein Glass candy container Jeep) to show the crazy size comparison. I’d love it if you could post some pics of this Jeep and see if any of the other guys have any info on this thing or anyone has ever seen one like it.”
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1953 Photo of an Early Experimental Mail Jeep

• CATEGORIES: Features, Magazine, Old Images • TAGS: .

This photo and caption appeared in the October 1953 issue of Popular Science (page 124). There are several interesting things in this photo. First, this jeep is setup with right-hand-drive; second, the body has been cut similar to the way some of the DJ-3As would be trimmed on the sides; third, this vehicle is only two-wheel-drive. This is the earliest photo that I know showing an experimental mail jeep that, arguably, led to the DJ-3A Dispatcher/Delivery/Convertible production models. The picture, without the caption, can also be found on the CJ-3B page about mail jeeps.

1953-10-popular-science-mail-jeep-pg124

 
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1955 Service Station “Mr. Service” Mailer

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

This was mailed to the Anderson Willys Company in Portland, Oregon, at some point. This is one of the 1955 mailing pieces as part of the Kaiser Willys advertising push. It was one of several targets mailers produced for dealers.

Service Station (Mr. Service) 1955 mailer:

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

 

 
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The Pee Wee Jeeplet

• CATEGORIES: Features, Magazine, Models, Old Images • TAGS: .

This 600lb jeep-like vehicle was built by O.L. Munding of Glendale, California. It was included in the October 1953 issue of Popular Science (page 124). On the same page, the magazine also featured a rat rod vehicle built by Munding that was powered by two air-rolled Ranger engines, war surplus items originally used to start big bomber engines.

1953-10-popular-science-pee-wee-jeeplet-pg124