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Willys/Jeep Logos, Badges & Slogans Between 1941-1953

• CATEGORIES: Advertising & Brochures, Features

Maury suggested we organize and go through the various Willys-Overland and Willys Motors logos, badges and slogans seen in brochures and ads during the years between 1941-1963. I thought that a good idea as well, so here’s what we found for the pre-Kaiser period between 1941-1953.

Before we begin, when is a slogan ‘a slogan’ and when not? It is totally arbitrary on our part, but we think we’ve covered quite a few (and welcome other suggestions). Much of Part I is a synopsis of advertising-related posts published over the last year. We hope to publish part II in the next few days.

1941-1945: (A deeper dive into the ads of this time period can be found here).

As a 1951 advertising review noted, the challenge facing Willys-Overland, once winning the jeep contract, was to convince consumers that the jeep was a Willys product (even though, as Ford argued, it was a joint project). To this end. Willys-Overland’s very first ad in December of 1941 emphasized WILLYS.

Willys-Overland continued this theme with their famous war-time color ads, a list of which you can view here (1942-1946). In the Hell Bent ad, the first of the war-time ads, Willys-Overland continued to emphasize WILLYS. The company also added “JEEPS” as a third category of vehicles for the first time.


From the June 27, 1942, ad in the Saturday Evening Post.

In 1943, while emphasizing WILLYS, the company introduced a new badge, “The Sun Never Sets on the Fighting Jeep”


This ad, AVENGING JEEPS BLAST JAPS FROM CHINESE VILLAGE, was published in the February 06, 1943, issue of the Saturday Evening Post, page 85.

The “Fighting Jeep” phrase lasted through May of 1943. Then, was left off of a few ads, before returning on July of 1943 with the replacement of Fighting with MightyTHE SUN NEVER SETS ON THE MIGHTY JEEP.


This ad, HEROIC OFFICERS DARE DEATH FOR MEN, was published in the July 17, 1943, issue of the Saturday Evening Post, page 97.

Willys-Overland continued to emphasize WILLYS until February of 1944, when the company abruptly switched the emphasis to JEEPS.

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1947 Twas the Night Before Christmas Card

• CATEGORIES: Features • TAGS: .

Michael shared this neat post(?) card.


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A Few Presents

• CATEGORIES: Features, Postcards

Thanks to a couple readers who sent me some surprise presents! Both were a big surprise and much appreciated.

This Scrambler Christmas ornament arrived in the mail on Monday, sent by Blaine . We only have two ornaments on the tree this year and this Scrambler is one of them (we are having a very low-key Christmas this year).


Chris sent me these five post cards and, amazingly, I don’t have any of them! I’ll do some better scans of them in the near future.


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1952 Carter Products Ad

• CATEGORIES: Advertising & Brochures, Features

This Carter Products Ad appeared in the January 19, 1952, issue of the Saturday Evening Post. It’s an interesting throwback ad to the WWII concept of the jeep (arguably, it’s a Ford GPish illustration).


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Jeep Cooperative Advertising Radio Spots Record

• CATEGORIES: Advertising & Brochures, Features

Maury spotted this Jeep Radio Ad record on Worthpoint. It turns out that the CJ-3B page has published some of the recordings from the record. So, on this Christmas morning, you can test out the sound of your new computer/tablet/phone/Internet-of-thing.


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1963 Kaiser Jeep “DRIVEPOWER” Ads on ebay

• CATEGORIES: Advertising & Brochures, Features

1. This 1963 magazine ad for the new ‘Jeep’ Wagoneer prominently claimed the wagon had “DRIVEPOWER”, a slogan for the Wagoneer’s new and improved and exclusive 4-Wheel Drive system. I looked to see if Kaiser Jeep attempted to trademark the term, but there’s no evidence of that at the US Patent and Trademark site. So, the use of the drivepower concept seems to have been brief.

View all the information on eBay


2. This other 1963 Ad also uses the term “DRIVEPOWER”, but in a smaller font.

View all the information on eBay


3. This early 1964 Wagoneer Ad defines “DRIVEPOWER” as “Wagoneer station wagon’s new, improved and exclusive 4-wheel drive system” (also published in Popular Science).

View all the information on eBay


4. This 1963 or early 1964 ad promoted a variety of ideas, include “DRIVEPOWER”. The ad also promoted ABC’s “The Greatest Show on Earth”, which was sponsored, at least in part, by Kaiser Jeep (see Jeep rare brochure promoting that show here).


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Greatest Show on Earth

• CATEGORIES: Features, videos

Since the last ad in the post above promoted “The Greatest Show on Earth”, I figured it would be neat to see some video footage of an ad from that show. Here is one:

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1953 Brochure “Your Sales Job for 1953”

• CATEGORIES: Advertising & Brochures, Features

Spotted by Maury, and according to the blurb from this page, this brochure/booklet was apparently released to some Willys-Overland employees following the purchase of Willys-Overland Motors by Kaiser-Jeep in 1953. I could only find a pic of the cover.


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1943 Photo of Kids Riding in a Slat Grille

• CATEGORIES: Features, Old Images, Old News Articles

These kids earned their way to a jeep ride. as described in the January 1, 1943, article in the Healdsburg Tribune, Enterprise and Scimitar (what a name!?!).

According to the Caption: “Up the steps of the 24th Street school, Los Angeles, goes an army Jeep loaded with thrilled children. The Jeep was their present to Uncle Sam, a present bought with war stamps from their savings. At the wheel Is Sergt. Virgil Yewell, Stamp sales totaled $11,190.35—a lot of nickels and dimes —and they’re buying more.”


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1959 Photo of Lifeguard in new CJ-5

• CATEGORIES: Features, Old Images

This photo was shared by the Coronado Eagle and Journal on August 27,1959. It shows Lee Tompkins in the driver’s seat demonstrating how the jeep is used by lifeguards.


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South American Gaucho Fast Attack Vehicle

• CATEGORIES: Features

Maury shared this vehicle, named the Gaucho after a South American Tribe. It was jointly developed by Argentina and Brazil, however the Gaucho is only used by the Argentinians at the point.


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1946 CJ-2A Mount Morris, IL $6000


Seller notes that it isn’t perfect, but it runs and drives and appears in reasonable shape.

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“1946 Willys Jeep CJ2A for sale:
Runs, drives, shifts and stops good.
4×4 works well.
Very easy to start and shift.
Original drivetrain with 4 cylinder engine 3 speed trans with a high/low transfer case.
All 5 tires are new.
Both front seat pans and upholstery are new.
Rear seat was recovered at the same time.
Seat belts added, for both front and back seats.
New aluminum radiator
New distibutor upgraded to electronic iginition and does not require points.
New plugs, wires, and coil.
New 12v starter
New 12v Delco one wire alternator
New battery
New carburetor
New fuel pump
New exhaust manifold
New gas tank
New brakes, all new shoes and wheel cylinders.
Master cylinder for brakes was replaced at the same time.
All four shocks are new.
I have a set of spare front and rear axles, transmission with bell housing adapter to small block Chevy motor, transfer case, and original radiator that can be included if sold for close to my asking price and if the buyer wants them.
This little Jeep is far from perfect but is fun to drive and always gets lots of interest when we drive it in to town. We mostly use it around my property when burning pastures, spraying weeds, or pulling a small trailer to move brush or hay.
I got it from Kentucky. The Shinners had a float for the Kentucky Derby built on it but had been sitting in dry storage for years when I purchased it. It has always been stored inside since I’ve owned it.”

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1969 M-151A2 Upland, CA $15,000


A good original specimen?

“Very original M151 A2. Un-cut tub. Clean CA title, no fees. Runs and drives. No rust. New top. Located in Upland, CA. Asking $15,000”

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1963 CJ-5 Midland, MI $1000


Has a plow and Meyer half cab. If the engine runs, there could be parts value here. No description provided.

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1948 CJ-2A Coweta, OK $5500


Front floors appear patched.

“1948 CJ2A Willys Jeep Barn find. clean – no rust. Flat head 4 cyl manual trans. Clean clear title”

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1951 M-38 Fredericksburg, TX $3500


The left side bumperette took a hard hit (see last pic).

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“In working order with original motor and transmission. Body is in good condition. New brake parts and a new electronic ignition module has been purchased and will be provided but needs to be installed. Original seat frames, windshield and tail gate have been removed but are still in tact and will also be provided. This jeep is ideal for restoration enthusiasts. It has been used as a utility vehicle on a hill country ranch for last thirty years. Originally purchased from a retired military officer who bought it from the Army when he retired as it had been his vehicle while in the service.
Pickup from seller will require own trailer transportation.”

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Industrial L-134 Phoenix, AZ **SOLD**


UPDATE: **SOLD** Was $500.

This is a former industrial engine. It has a later model oil bracket.


“Willy’s Jeep L-134 Engine, CJ2A, ‘Go Devil’ 4 cylinder, between 1945
and 1948…. 12 Volt coil and condenser, has good water pump, Carter YS
carburetor, Autolite distributor, good starter and flywheel.

This L-134 engine runs nice with 50 lbs oil pressure, no
smoke, drips, or noises…. solid engine.

Can run this engine on inspection, no generator.

Great for any Willy’s/Jeep application with a L-134 four cylinder.”

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2 CJ-5s Dickson, TN $1000


I don’t think these are Renegade rims, but given the rims, there could be parts value on the more complete CJ-5.

“500.00 each firm no less no keys no titles parts machines rough old willys has 4cly trans and drivetrain other jeep has v8 with all running gear pickup in dickson”

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Year? M-38 Saltspring, FL $2 ($2000?)


The jeep is listed as a 1948 and the price $2. Not sure if that’s $2000 or just a placeholder for best offer.

“1948 m38 willys Jeep”

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1952 M-38 Phoenix, AZ $5000


It’s a project.

“I have a 1962 willy’s m38 army jeep with rebuilt motor not yet running lights work brakes work has good tread on older tires boddy in good shape has clean az title”

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Year? M-38 Landrum, SC $5900


Needs some work.

“Nice little work project for sale needs a gas tank and a few odds and ends things and it’s ready to go call me or email me or text me thanks I’m very much motivated to sell also it’s a 51 or 52 year model”

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1958 FC-150 Deer Park, WI $5800

• CATEGORIES: FC150-FC170-M677

UPDATE: Still Available.

(11/21/2019) Includes some extra parts.

“Very cool old truck. Comes with two extra passenger side doors, two extra rear quarter panels, two extra sets of rims (including original stock), extra rear cab glass and other spare parts. Non- running, but engine is free and wiring harness functions correctly. $5,800.00 obo.”

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1946 CJ-2A La Porte, TX $4500


UPDATE: Still Available.

“1946 Willy’s Jeep CJ2A street legal.”

1946-cj2a-laporte-tx1 If 1946-cj2a-laporte-tx2


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No Updates Monday


No updates Monday; updates resume Tuesday morning. There will be updates on Christmas Day so folks with new digital toys can test them out using eWillys 🙂

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1941 Photo of a Ford GP in the Dirt

UPDATE: Joshua notes this is a Ford GP.

The photo was published in the June 12, 1941, issue of the Madera Tribune.

U. S. Army’s celebrated little “jeep” or “blitz buggy* technique, as shown here. Camouflage removed to into a hole under camouflage to provide new fightin ” which seems to go everywhere these days, now goes take picture, during maneuvers at California’s Ft. Ord. Captain William A. Dodds designed mount for .50-caliber gun.