This rare 1952 brochure highlights the signage available for dealers and includes an order brochure. What you’ll notice is that there’s no reference to ‘jeep’ anywhere (unlike the 1946 brochure) and demonstrates Willys-Overland’s efforts to reduce the ‘jeep’ branding within the company.

You’ll also note the somewhat awkward use of “Common Sense” within the title. This may have been a nod to the “Willys Makes Sense” ad campaign during 1951.

Continue reading →

The most interesting this to me about this brochure is that the front of it shows the wagon in front of 1962 Seattle World’s Fair icons. In terms of brochures, based on what I’ve seen, Willys-Overland and Willys-Motors didn’t usually include that kind of iconography.

This is the front:

The back (when unfolded) is blank:

Unfolding the brochure vertically yields these images:

Opening either wing reveals the unfolded imagery:

This shows the unfolded back:
Continue reading →

This ad appeared in a July 1957 magazine, but don’t which one. As Vernon noted about this ad, the ad below also shows a truck with a stake bed extension. Any ever seen that option?

This is a CJ-3A brochure I’d never documented before finding on eBay the other day. It is form no. CJ3A-M2-50M-151-GG.

This is the back of the brochure when folded:

This is the first page seen when unfolded part way:

This is the brochure completely unfolded:

This is the back when completely unfolded:

This December 1949 Station Wagon Brochure was part of a direct mail campaign. The form number is SWDM2-45M-1249. This one isn’t in very good shape, but it’s the only one of these I’ve ever seen.

This shows the brochure fully opened:

This is the backside of the brochure fully opened.

There’s no form number or date on this De Luxe Station Wagon brochure. Between the brochure below and this other “DeLuxe” brochure, three different forms of the word “Deluxe” are used:  “Deluxe”, “DeLuxe”, and “De Luxe”. So, I’m not sure which is correct?

Though the below brochure is more consistent with its use of “De Luxe”, the brochure itself is not as luxurious in style as the other “DeLuxe” brochure. I also suspect, given this brochure highlights the Hurricane and Lightening Engines, that this is a later brochure than the other DeLuxe brochure.

One other question. On the back of this brochure it shows a De Luxe Station Wagon in red. Was that actually offered? I don’t see it as an option on the back of the brochure where options are listed.

When folded, this is the back of the brochure. You can see the red colored De Luxe Station Wagon.

This shows the brochure opened part way and highlights the engine choices:

This shows the brochure fully opened:

This shows the brochure fully opened from the back:

There’s no form number or date for this brochure, so my best guess is that this is was one of the earliest station wagon brochures.

Curiously, the illustration on the front appeared in a September 1946 Saturday Evening Post ad, but with several changes. The ad is more formal, while the brochure’s illustration is more informal. For example, the ‘Dad’ has a tie and no fishing pole,  while the ‘Mom’ has a different color of dress and purse. The wagon color is more purplish in the ad, while the wagon is red in the brochure.

And now for the brochure:

This is the back of the unfolded brochure:

When first opened, this page appears:

When completely opened, this three-panel view appears.

Continue reading →