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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.

1954-02-27-sat-eve-post-willys-common-sense-car-lores

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.

1955-01-08-sat-eve-post-new-1955-cj5-ad-pg66-67-lores

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).

1956-06-16-sat-eve-post-gets-there-works-there-anywhere-ad-lores

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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Stainless Body Klamath Falls, OR $3000

• CATEGORIES: stainless/jewels

It’s listed as a jewels, which is usually a higher quality tub. But, I’d make sure it is stamped jewels before believing that.

https://medford.craigslist.org/pts/d/beatty-jeep-jewel-cj3-stainless-body/7132890727.html

“Imported from the Philippines. Tub is galvanized steel and everything else is stainless.”

jewel-stainless-body-medford-or1 jewel-stainless-body-medford-or2 jewel-stainless-body-medford-or3

 
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1973 Model? Mitsubishi Reedley, CA $8900

• CATEGORIES: Other 4x4s • TAGS: .

This is currently not licensed.

https://www.facebook.com/marketplace/item/1399510096915588/

“1973 ? Mitsubishi Jeep turbo charged four-cylinder diesel. Odometer reads 31,612 km = 19,601 miles. This vehicle is not license and comes with a bill of sale only!!!”

1973-mitsubishi-reedly-ca1 1973-mitsubishi-reedly-ca2 1973-mitsubishi-reedly-ca3 1973-mitsubishi-reedly-ca4

 
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Year? CJ-2A Ozark, AR $7000

• CATEGORIES: CJ-2A

Custom build. I wonder how many states would allow this to be licenses for the roads given the width of the axles/tires.

https://www.facebook.com/marketplace/item/690460195046628/

“Flatfender setting on 3/4 Ton chevy axles, 5.13 ratio, full Detroit in front, corporation in rear, dana 44 and 14 bolt, 38” swampers, 4.3 chevy, TH400, NP205 twinsticked, rear hydro brake lock, four wheel disk brakes, 9000 lbs warn winch. Comes with a full aluminum hard top with doors. Top looks awesome. Loads of time in it. I drive it 20+ miles back and forth to the mountains, so very road worthy. One of a kind.”

year-cj2a-ozark-ar0 year-cj2a-ozark-ar1 year-cj2a-ozark-ar2 year-cj2a-ozark-ar3 year-cj2a-ozark-ar4

 
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CJ-2A & CJ-3B Coos Bay, OR

• CATEGORIES: CJ-2A, CJ-3B

The price listed is $500, but I that may be just a placeholder.

https://oregoncoast.craigslist.org/pts/d/coos-bay-two-willys-jeeps-from-1940s-50s/7131363574.html

“CJ3B w/ tub, fenders, two window frames, two grills. Has motor and title, as well. CJ2A w/ tub, axels, and frame. Call for details.”

cj2a-cj3b-coosbay-or1 cj2a-cj3b-coosbay-or2

 
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CJ-5s & M-38A1s

• CATEGORIES: CJ5, M-38A1

CJ-5s:

  1. 1955 CJ-5 Fort Worth, TX $4800: https://www.facebook.com/marketplace/item/1352153538299988/
  2. 1965 CJ-5 Odonnell, TX $5000: https://www.facebook.com/marketplace/item/2605724866330417/
  3. 1974 CJ-5 Marion, IN $2500: https://www.facebook.com/marketplace/item/260319938503028/
  4. 1964 CJ-5 Arlington, TX $4000: https://www.facebook.com/marketplace/item/255945595552858/
  5. 1976 CJ-5 San Antonio, TX $4500: https://www.facebook.com/marketplace/item/3040257606037963/
  6. 1960 CJ-5 Kempner, TX $4800: https://www.facebook.com/marketplace/item/187426645657883/
  7. 1968 CJ-5 Palm Desert, CA $4000: https://www.facebook.com/marketplace/item/2584055905210348/
  8. 1971 CJ-5 Pao Robles, CA $3500: https://www.facebook.com/marketplace/item/2657474207864692/
  9. 1973 CJ-5 Casa Granda, AZ $3000: https://www.facebook.com/marketplace/item/254227599151453/
  10. 1959 CJ-5 Tucson, AZ $3000: https://www.facebook.com/marketplace/item/1114462685595587/
  11. 1960 CJ-5 Menifee, CA $3500: https://www.facebook.com/marketplace/item/583253999172315/
  12. 1979 CJ-5 San Diego, CA $5000: https://www.facebook.com/marketplace/item/2544154475829824/
  13. 1960 CJ-5 Chico, CA $4000: https://www.facebook.com/marketplace/item/781219552415048/

M-38A1s:

  1. 1953 M-38A1 Leo, IN $5500: https://www.facebook.com/marketplace/item/569992493948536/
  2. 1954 M-38A1 Orange, TX $5000: https://www.facebook.com/marketplace/item/576872756538790/
  3. 1952/3 M-38A1 Sherman, TX $1100: https://www.facebook.com/marketplace/item/609308646321629/
  4. Year? M-38A1 parts McAlester, OK $500: https://www.facebook.com/marketplace/item/596273700928255/
  5. 1962 M-38A1 Tucson, AZ $4860: https://www.facebook.com/marketplace/item/288325188863195/
 
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Miscellaneous Willys Parts Victoria, TX

• CATEGORIES: Parts

Seller has a variety of parts for sale. Sounds like it is mostly trucks and wagons, but there may be other parts.

https://victoriatx.craigslist.org/pts/d/victoria-miscellaneous-willys-parts-etc/7130056260.html

“I have a bunch of misc. random Willys Jeep parts i have collected over the years, if you’re needing something particular email me your needs and i will look to see if i have it. Parts for old Willys flatfenders pre Kaiser. 1941 through 1951 era. Most of what i have will need attention or some sort of repair before use.

The picture is a corner shot of my ‘48 truckster, it is primarily here for an attention getter to the appropriate audience.

Borg Warner T96 three speed plus electric overdrive, I have three to choose from they were all from 2WD Wagons but were used in many other makes. These have been kept inside. I am asking $175 each or $500 for all three.

Pair of truck/wagon doors $200

Complete front clip for 46-48, hood, grille, fenders… $500. I was saving these for my ‘48 truckster but will be selling it also soon.

Have other random bits of Willys vehicles jeeps, trucks & wagons.”

 
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1948 CJ-2A Dover, AR $500

• CATEGORIES: CJ-2A

It still has the serial number plates on the body. Might have some parts value.

https://www.facebook.com/marketplace/item/2985164628236288/

“Testing waters to see maybe. Got a 1948 willys jeep everything is there the body is off to side got the willys 4 cylinder engine maybe seeing what’s it’s worth. Have title in hand”

1948-cj2a-dover-ar1 1948-cj2a-dover-ar2

 
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1947 CJ-2A Huntsville, TX $1000

• CATEGORIES: CJ-2A

Some parts value here.

https://www.facebook.com/marketplace/item/251006232881992/

“1947 Jeep Willys civilian frame and many parts. Everything included except motor and tub as we were planning to replace them. First $1000 and a tetanus shot takes it. Can load onto your trailer with my forklift.”

1947-cj2a-huntsville-tx4 1947-cj2a-huntsville-tx3 1947-cj2a-huntsville-tx2 1947-cj2a-huntsville-tx1

 
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1946 CJ-2A Walton, KY $6500

• CATEGORIES: CJ-2A

UPDATE: Better pics provided.

(05/26/2020) There might be a patch on the driver’s side cowl.

https://www.facebook.com/marketplace/item/553879598662086/

“1946 Willys Jeep. Good condition. Runs good. Almost all original. Fun and a classic!”

1946-cj2a-walton-ky1 1946-cj2a-walton-ky2 1946-cj2a-walton-ky3 1946-cj2a-walton-ky4

 
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CJ-3B Tub & Parts Benson, AZ $800

• CATEGORIES: CJ-3B, Parts

Needs love. No description provided.

https://www.facebook.com/marketplace/item/2467232426716286/

cj3b-body-benson-az

 
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1958 CJ-3B Glendale, RI **Status Unknown**

• CATEGORIES: CJ-3B

UPDATE:  Status Unknown. No reply from seller. Was $3000.

(05/28/2020) Looks like a reasonable price for this ex-Navy 3B.

https://www.facebook.com/marketplace/item/245970106671141/

1958-cj3b-navy-ri1 1958-cj3b-navy-ri2 1958-cj3b-navy-ri3 1958-cj3b-navy-ri4

“1958 cj3b originally a Navy Jeep. The plate is on the firewall with all the data. Runs excellent, all lights work, heater works. It has the typical rust in all the normal places for an old Jeep. Would make a perfect example restored back to a Navy Shore Patrol Jeep. Will be sold with a bill of sale and the pink slip showing that I paid the taxes on it when I purchased it from the city of Woonsocket in Rhode Island.”

 
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Year? CJ-3B Carthage, TX $5500

• CATEGORIES: CJ-3B

Not to be too snarky … at this price, it won’t be moving from this pasture any time soon.

https://www.facebook.com/marketplace/item/939243499840158/

“1948 army Jeep with owners manual .”

year-cj3b-carthage-tx1 year-cj3b-carthage-tx2 year-cj3b-carthage-tx3 year-cj3b-carthage-tx4

 
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Year? FC-150 Pleasant Hill, MO $3599

• CATEGORIES: FC150-FC170-M677

UPDATE: Still Available.

(03/27/2020) Not sure how much value is here.

https://www.facebook.com/marketplace/item/533814103838823/

“1950s Jeep pickup has vin doesn’t run or drive transmission in it No title but can get on for $1k extra Have cleaned it up & pulled it out since pictures. Let me know if you want to buy it do not try to haggle down – will let it sit”

Year-fc150-pleasanthill-mo2 Year-fc150-pleasanthill-mo3 Year-fc150-pleasanthill-mo4

 
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1 CJ-3B & 2 CJ-2As Nacogdoches, TX $12,500

• CATEGORIES: CJ-2A, CJ-3B

UPDATE: Still Available?

(02/16/2020) The jeeps vary in condition.

https://www.facebook.com/marketplace/item/259656398340102/

“I have two 1947 CJ2A project jeeps with many parts. One has the engine and drove before I started the project. I was going to use both Jeeps to make one fully restored. I also have a 1953 CJ3B that runs great and use around the farm and deer lease. Have the titles to all 3.”

3-jeeps-nacogdoches-tx0 3-jeeps-nacogdoches-tx1 3-jeeps-nacogdoches-tx2 3-jeeps-nacogdoches-tx3

 
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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.

1945-08-farm-journal-054-lores 1945-08-farm-journal-055-lores

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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1948 CJ-2A Uvalde, TX $1500

• CATEGORIES: CJ-2A • TAGS: .

This appears to have one of the full-size body extensions on it. It runs.

https://www.facebook.com/marketplace/item/733712534037794/

“Running condition drivable”

1948-cj2a-uvalde-tx1 1948-cj2a-uvalde-tx2 1948-cj2a-uvalde-tx3

 
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1948 Ford Tow Truck Tyler, TX $8000

• CATEGORIES: Other 4x4s

This just struck me as having potential to be a neat ride. It appears straight and rust free.

https://www.facebook.com/marketplace/item/2468977223213563/

“1948 Ford Tow Truck with a 390 V8, Truck starts and runs. Will make a great Street/Rat Rod with some work or great advertising vehicle Real eye catcher. Asking $8,000. Clean California Title.”

1948-ford-tow-truck-tx0 1948-ford-tow-truck-tx1 1948-ford-tow-truck-tx2 1948-ford-tow-truck-tx3 1948-ford-tow-truck-tx4

 
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1963 CJ-6 Longview, TX $8000

• CATEGORIES: CJ-6

The last image contains some ‘facts’. To the best of my knowledge, there’s no data available regarding how many CJ-6s were exported vs. kept domestically. Then, there’s the Kaiser reference which isn’t quite correct either. 1963 was indeed a pivotal year,  marking the move away from Willys branded jeeps. But, by that time, Kaiser interests had owned Willys-Overland assets for almost a decade. Instead, this was a re-branding move, a time to ditch the Willys moniker (and its baggage/identity) in favor of the Jeep brand that saw the introduction of the Full-size Jeep line.

https://www.facebook.com/marketplace/item/163311288456770/

“1963 Jeep CJ, runs good, 4×4, bikini top, 4cyl,”

1963-cj6-longview-tx1 1963-cj6-longview-tx2 1963-cj6-longview-tx3 1963-cj6-longview-tx4 1963-cj6-longview-tx5

 
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1946 VEC? CJ-2A Prescott, AR $10,000

• CATEGORIES: CJ-2A • TAGS: .

No declaration as to whether it includes the trailer or not. No description provided.

https://www.facebook.com/marketplace/item/154400776001053/

1946-vec-cj2a-prescott-ar1 1946-vec-cj2a-prescott-ar2 1946-vec-cj2a-prescott-ar3 1946-vec-cj2a-prescott-ar4

 
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1946 VEC CJ-2A Pittsburgh, PA $5600

• CATEGORIES: CJ-2A • TAGS: .

UPDATE: Still Available.

(03/26/2020) No engine or interior photos.

https://www.facebook.com/marketplace/item/2260053244295810/

“CJ2A 1946 Willy’s original equipment Runs , Drives , And Stops Very Good,Solid Original Engine 3 Speed Transmission, Frame Solid No Rust Floors Are Solid Body Mostly solid Top Is Very Good”

1946-vec-cj2a-pitssburgh-pa0 1946-vec-cj2a-pitssburgh-pa1 1946-vec-cj2a-pitssburgh-pa2 1946-vec-cj2a-pitssburgh-pa3 1946-vec-cj2a-pitssburgh-pa4