This “honeymoon” jeep was bedecked with whitewall (painted) tires and plenty of wedding finery. Inside the jeep was the price, WAC Cpl. Forence L. Bauer of Lyndhurst, Ohio, and Capt. Wilson W. Hopkins, Jr., of Durham, North Carolina. They spent their honeymoon in the Italian mountains during the late August of 1944.
Two Articles on Fire Fighting Jeeps for the USFS
This first article from January 22, 1950, in the Independent Press-Telegram (Long Beach, California) provides purchase numbers and eventual destinations for some Forest Service Jeeps.
This second article, from May 05, 1954, in the Sacramento Bee, notes the sale of 10 USFS jeeps that had been part of the Forest Service since 1947 and 1948.
Willys Makes Sense Campaign
UPDATE II: Here are two more Willys Make Sense ad that were featured in Sunday newspapers (seller indicates both were from 1951):
This one is currently on eBay for $20:
This one is currently on eBay for $20:
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Originally posted May 29, 2019: Here’s another Willys Makes Sense ad from the February 13, 1951, issue of the Evening Star newspaper that differed from the others.
==================
Original Post: May 21, 2019:
In 1950, Willys-Overland launched a Willys Makes Sense advertising campaign. Unlike past campaigns, such as the 1948 City and City ads, which were about encouraging the sales of wagons and positioning the wagon as a luxury vehicle, the Willys Makes Sense appears to have been organized to re-imagine how the public should view the brand.
Before I get too deeply into this, I’d like to note that the way I’d prefer to write this article is to document specific reasons behind Willys-Overland’s decision to make such a big change. Unfortunately, I don’t have access to enough financial material as I’d like (especially annual reports). So, conjecture and theory will have to do for now.
BACKGROUND: After WWII, pent up demand meant lots of sales for automakers. That could explain, in part, why post-war sales were pretty good for Willys-Overland. For example, sales increased from almost 79,000 jeeps in 1946 to 159,000 jeeps in 1948. But, in 1949, sales plunged to almost half, coming in at 86,000. I don’t have details into why sales dropped so much, but likely parts or material shortages or labor disputes could have had an impact. Certainly, the recession of late 1948 – late 1949 didn’t help sales at all!
Future sales might not have looked too good for 1950 and beyond either. As of 1950 the US produced 76% of automobiles, but given the post-war rebuilding/resurging of industry world-wide, I expect automakers must have realized that international competition would return soon (by 1955 US market share would drop to 67%). This may have stimulated management to clean up their branding as soon as possible to protect against increasing competition (remember that Willys-Overland had expected to sell 25% of their autos internationally, based on the 1946 Fortunate Magazine article).
Another issue Willys-Overland was facing was that going into 1950 the company still didn’t have a registered trademark for the term JEEP (wouldn’t get it until June of 1950). Added to that, the company was not only producing 4WD 1/4 ton jeeps, trucks, and wagons, but also 2WD trucks, wagons, Jeepsters, and an upcoming automobile. Such a portfolio of non-4WD vehicles must have concerned management that it wasn’t just a “jeep” company; so the challenge of how the company should represent itself to dealers and consumers had to have become an issue.
Finally, in a similar vein, up until 1950, the company had been positioning itself as the ‘Jeep’ company, with ads that emphasized the Universal ‘Jeep’, the ‘Jeep’ Truck and the ‘Jeep’ Wagon. Perhaps with the introduction of the Jeepster (note that the company did not call it the ‘Jeep’ Jeepster nor was there any ‘Jeep’ branding on the introductory brochure), the branding issue must have really came to a head. Because of the entrenched nature of Willys-Overland’s efforts to become ‘Jeep’, management may have felt that a company-wide retooling of the company’s branding was in order.
Perhaps one, two, or all of these issues resulted in the 1950 rebrand of the company as a WILLYS manufacturer with a wide range of 2WD and 4WD vehicles for sale. (For a look back at 1952, see Derek’s post “When the CJ-3B Was New“).
NON-JEEP BRANDED ADS:
Willys-Overland began 1950 with an ad that felt similar to past ads, but excluded the ‘Jeep’ brand. For example, in January of 1950 Willys published this ad in the Saturday Evening Post. Note the reference to ‘Jeep’ has been replaced with a small ‘Jeep’ badge.
As did Colliers Magazine on January 21, 1950:
1949 Wagon Fish Creek, WI **SOLD**
UPDATE: SOLD. Was $30,000.
This is a nice looking station wagon.
“For Sale: Recently completed restoration of a very rare and unique 1949 Willys Overland Jeep Station Sedan. The Jeep Station Sedan was Willys’ entry into the upscale station wagon market in 1948, 1949 and 1950. This vehicle has been restored over a period of seven years to a very exacting standard. Besides beautiful green metallic paint the interior replicates the exact seat and headliner material. Mechanically the engine has been rebuild by Terry’s Engine Service and runs like a sewing machine. There are four new B F Goodrich 6.70X15 wide whitewall tires and new caps and trim rings. New wire harness, new deluxe steering wheel, new gas tank. Clear title. Price: $29,950.00.”
1953 Truck Liberty Center, OH **SOLD**
UPDATE: **SOLD** Was $11,500.
Looks like a solid truck.
“1953 Willys Truck
4 x 4, some newer parts installed.
Runs and drives good.”
1952 M-38 Flagler Beach, FL **Status Unknown**
UPDATE: Status Unknown. Was $14,500.
Looks nicely restored.
“This is an Exclnt condtn Korean Era Army Jeep Fully restored. I have had it insured since day one. Ive owned this jeep for about 3 years, and I have lots of paper work on it. In have a Tag on it, a License Plate, its a Antique tag, very low cost. It been restored from the ground up, has military tires, in like new condtn. Mostly original Parts, original windshield , I took it out for a spin a few days ago, put air in the tires, first time in over a year. I have and continue to start this jeep every 6 day. A month ago I took it out for a 40 miles country drive, such fun, lots of honks, heads turning.
1953 M-38A1C Sharon, TN **SOLD**
UPDATE: **SOLD** Was $4500.
This “C” version of the M-38A1 seems worth a look.
“My fathers Jeep . He was working on it before he died. As is not running. Cash and carry.”
Year? M-274A5 Ardmore, AL $6800
Has potential. Only the one pic posted.
https://huntsville.craigslist.org/grd/d/prospect-m274a5-army-mule/7216526194.html
“M274A5 ARMY MULE, climb 60% slope, traverse 40% hill, approach angle 40 deg, departure angle 34 deg, carry a 1,000 lb. load on 4’x8’ bed, will operate on and off road in all weather conditions, transported in full size pickup bed, seat and foot basket detachable and stored underneath as well as a tow bar, full time four wheel drive as well as four wheel steer, six forward and two reverse gears with two speed transfer case, shaft drive, steering wheel adjusts to be driven riding, walking, kneeling, or crawling, a true military combat vehicle, everything works, same as new, recent complete service, only 67 hours. Praised by farmers, hunters, forestry, miners, many applications. Full commercial parts support. Any ATV/UTV mechanic can work on it. Garage stored on trickle charger, starts and runs as new. We’ve had our fun and ready for another toy.”
1968 M-151 Nashville, TN **SOLD**
UPDATE: **SOLD** Was $1200.
Given the hardtop, there seems to be value here.
“1968 Ford M15
I don’t know anything about it other than it came from Kentucky around the Fort Campbell area. It has a 24 volt system and the batteries were bad when I bought it. I have herd it run and it sounded fine but hasn’t been started in a while.”
1950 CJ-3A Dunedin, FL $4500
Unclear how much value is here, but it looks like the body has been rebuilt.
https://lakecity.craigslist.org/cto/d/dunedin-1950-willys-jeep-project/7220624892.html
“Selling or will trade for motorcycle or jet ski. Built in my garage in Colorado. Moved to Florida and do not have a garage to reassemble and finish. 350 Chevy small block 4 bolt main. Lots of metal restoration, front fenders and grill are perfect. New frame rails, floor pans, leaf springs, shackles, Rancho 5000 shocks. Original 3 speed manual transmission, replaced input shaft to adapt to Chevy bell housing, needs steering and pedals. Have all original parts.”
1951 M-38 Evanston, WY $2000
This M-38 is listed as a 1952, but the plate indicates it had a DOD of March 1951 jeep.
https://www.facebook.com/marketplace/item/325663061835769/
“Willys m38 Have original motor correctly numbered for it . Have seat frames , gas tank , full set of m38 wheels and most of the misc. items for it . All fenders and hood is there . Body in good shape except for tailgate area was cut off by someone . Does not run Needs rebuilt and restored . I have spent a couple years gathering the pieces for this Jeep . They are original pieces off of other m38s These are getting harder to find”
Year? CJ-2A Sheboygan, WI Best Offer
Might have some parts value.
https://sheboygan.craigslist.org/cto/d/sheboygan-willys-jeep/7220853368.html
“willy’s jeep V6 …I think all parts are there. Not sure of year…No title Bill of Sale….. Best offer”
Year? CJ-2A Houston, MN $3000
No description provided. If it runs, it could be a good price.
https://lacrosse.craigslist.org/for/d/houston-willys-jeep-for-sale-by-owner/7221648184.html
Kent Frost’s Jeep Reaches 100,000 Miles
UPDATE: This article from the San Juan Record dated October 22, 1965, provides more information on Kent Frost’s jeep Ruby and his treks over Elephant Hill.
A better example of the photo appeared in the January 1966 Four Wheeler Magazine
=========================
Original Post November 08, 2016: In January of 1966, Four Wheeler Magazine reported that Kent Frost’s CJ-5 Ruby had surpassed 100,00 miles. During that time Frost estimated he had crossed Elephant Hill 195 times through all kinds of weather, both day and night. Fittingly, the birthday celebration was held at the top of the hill. Here are a few pics of Ruby:
Continue reading
1959 Castro-Jeep Cuba Convention Photos on eBay
It appears this seller has separated these photos from the August 1959 Jeep convention with Castro in Cuba, listing them in multiple auctions.
“Fidel Castro Willys Jeep 1959 Convention Photos. These are from an original 1959 willys Jeep South American convention folio the year of Castros takeover. A variety of shots,including Castro Holding a Willys manual. Printed 2 sides. App. 31/2” x 5” each.Condition is “Used”. Shipped with USPS First Class”
1945 Photo of Bulldozer Pulling Jeeps Across River on eBay
This photo shows a bulldozer pulling four jeeps across the Luzon River in the Philippines.
View all the information on eBay
“1945 Press Photo a bulldozer tows American jeeps across the Tarlac River, Luzon. This is an original press photo. Luzon — A huge bulldozer tows this string of jeeps across the Tarlac River, Luzon, when the water proved too deep for even the ever versatile jeep to negotiate under its own power.Photo measures 9.25 x 7.25inches. Photo is dated 01-30-1945.”
Mechanics Manual for the Willys Motors Supercharger on eBay
This is a 24 page manual.
View all the information on eBay
“1950s Kaiser Willys Jeep Mechanics Supercharger Manual 24 Pages, Good+ Condition wear. Shipping to US only, Free Shipping.”
1959 DJ-3A? Pollock Pines, CA **SOLD**
UPDATE: **SOLD** Was $3500.
This could be a good price. I can’t tell if it was a DJ-3A, CJ-3B or a CJ-5.
“59 Willys, aftermarket Tub, small block chevy, 3 speed manual with 18 case. D 41 rear, 27 front with disc brakes and upgraded linkage. Power steering swap. Runs and drives. Current registration, good until 2021. Pink slip in my name. Needs more work to drive and use offroad. CA ID Tag on dash matches paperwork. Some mis matched stuff. Good project. Dont ask if its available. If the add is up, it’s for sale. I’m in the Placerville area. 95667”
1953 CJ-3B Bakersfield, CA $5500
UPDATE: Price dropped to $5500. IT appears the hardtop is no longer included with the sale.
(10/30/2020) Seller listed this as an “M606 CJ3B”, but I don’t see any M-606 here.
https://bakersfield.craigslist.org/pts/d/bakersfield-willys-53/7235598041.html
“1953 Willys M606/CJ3B. Pink in Hand. Ramsey Winch with PTO. $5500. MILITARY. OFF ROAD. sixsixone NineOneZeroo 4fiveonefivee. Text preferred.”
1948 CJ-2A Pueblo, CO **SOLD**
UPDATE: **SOLD** Was $5000.
Has an head. Needs the transmission reinstalled.
“I pulled the transmission and transfer out to replace the seals and went down the rabbit hole. All new herrings, shafts, and gears in the T90 but I stalled out and it’s been sitting in the garage for 3 years. The soft top is brand new. I’ve got all new engine and tranny mounts. Previous owner did a lot of work including the 12 volt conversion and swapping to the F4 engine.”
Year? CJ-2A Fresno, CA $1500
Listed as a 1944, this seems to be a CJ-2A body and chassis. No title.
https://www.facebook.com/marketplace/item/4078087538884388/
“1944 Willys Jeep, this is a project. The engine is missing a few parts. I pulled this Jeep out of a field, the hood and fenders wasn’t on the Jeep. I shot the primer to show it can be a great project. I have another Jeep that has same engine, I can let you have that engine also, if you pull it. Come take a look. Comes with bill of sale”
1947 CJ-2A Wheat Ridge, CO $2800
This may make a good project.
https://denver.craigslist.org/cto/d/wheat-ridge-1947-jeep-willy/7217214098.html
“This is a good vehicle for restoration.
99% of rust is surface only
One repair has been done on the rear panel
Original motor
Unknown if the engine starts
Has been stored in a garage for over 30 years”
Year? CJ-3A Victoria, TX $800
UPDATE: Price dropped to $800.
(10/19/2020) A couple things with the seller’s notes. I agree this appears to be a CJ-3A, but the Dana 44 was introduced in late 1950 to the CJ-3A (not 1952).
https://victoriatx.craigslist.org/pts/d/victoria-willys-jeep/7220220622.html
“Was converted to chevy V8 and front saginaw manual steering (excellent upgrade if you’ve ever driven a stock one). Has 16” wheels and one of them appears to be original (date stamped 1953 military) it will need a replacement engine as the v8 block in it is apart and no good any longer. Jeep is rusty, modified, old and in need of extensive repair and restoration but is mostly all there. I do have the front fenders, they were only taken off to pull the engine out but I have lost interest and have too many other projects to finish first.
The firewall was butchered when the engine conversion was made but wouldn’t be too difficult to patch and repair with sheet metal and a little effort. Asking $1200, it has no title and I am not sure what year or model it is, my best guess 1953. It has the dana44 rear axle (means it is at least a 1952 and they quit building the low hood in 1953 and the gear ratio is 5.38:1 like most of them were throughout the years. It rolls easy but should be trailered because of age.”
1942 GPW Turlock, CA $7000
It runs …
https://www.facebook.com/marketplace/item/793572924548919/
“Jeep Willis 1942 runs good clean title no trade cash only 7000$ obo pickup only.”
Year? CJ-5 Durand, IL $500
This looks like a great price.
https://rockford.craigslist.org/grd/d/durand-misc-farm-equipment/7217276369.html
“1950/60s Willys jeep CJ5 style 3 stick, complete, v6 motor turns has not run in 10 years no title $500”