UPDATE III: This green sign is a terribly fake sign with ‘vintage’ rust on eBay to demonstrate that the other signs could easily be fake-aged. Note that the size of this sign 11 3/4″ is  the same as the two at bottom. There are other fake Willys-related signs of this size as well (like this pre-war one) (example of an honest seller of this type of sign):

https://www.ebay.com/itm/VINTAGE-JEEP-4-WHEEL-DRIVE-VEHICLES-PORCELAIN-SIGN-OIL-GAS-DEALER-WILLYS-ARMY/193738986265?hash=item2d1bbe5319:g:ltsAAOSwkTFfpKgR

UPDATE II: Maury emailed me about a second red/white/blue service sign that has appeared on eBay (see UPDATE: I). After a closer look at both signs, below are the reasons why I believe these are fake.

First, when Keith indicates these are fake, you best sit up and take notice.

Second, both of these signs have “MADE IN U.S.A. 1951” .. show me another Willys-Overland sign from 1946-1953 that is dated like that or marked “MADE IN U.S.A”.

Third, aside from the existence of that date, the problem with that date is that by 1951 Willys was removing “Jeep” from its literature to shift the over-arching brand to Willys, so I am unsure the company would have produced a sign like this.

Fourth, nearly all the literature I’ve found suggests that during late 1950/1951 WILLYS was printed at an angle in literature (signs could have been different, but it is hard to date signs to a specific year, because they are so often undated).

Fifth, and perhaps the biggest flaw, look at the single quotes. A review of this page http://www.ewillys.com/2019/12/25/logos-badges-between-1941-1963/ demonstrates that through 1953 the single quotes were solid lines of about the same width; this sign has more triangularish single quotes not seen until the mid 1950s.

I’m happy to be proved wrong about the signs, as I’d hate to know that the first buyer was taken. Plus, I’m no exhaustive expert on Willys-Overland physical signage, But, I see no reason to believe these signs are real.

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UPDATE I: The first sign (at bottom) of this sign-type went for $212.50. A second sign of the same type has emerged on eBay from a different seller. It is at $48 with 10 hours to go. 

View all the information on eBay

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Originally posted October 27, 2020 — Caveat Emptor: This 11.75″ Willys Sales and Service Sign is one neither Maury and I have seen.

https://www.ebay.com/itm/VINTAGE-WILLYS-JEEP-PORCELAIN-DEALERSHIP-SIGN-ARMY-GAS-OIL-IH-WRANGLER-ARMY

“Willys Jeep porcelain dealership sign in great condition. This noteworthy sign is revered by collectors of all types, when it comes to gas, oil, and automotive advertising. This sign measures 11.75” in diameter. This is truly an amazing sign to add to your collection, the sign displays really well, and adds a lot of charm to any environment it’s used in!

I’m parting with my vast collection of signs right now, including “pump plates”, “service station signs”, “lubester signs”, “automotive dealer signs”, and “aviation sign” so check out some of my other auctions for more great deals. ”