I missed out on this fascinating document yesterday on eBay. My high bid of $52.50 wasn’t quite enough, but at least we have pics of the entire document.

It’s not clear to me who the audience was for this document. The fact that it mentions the upcoming trucks suggests to me it was published in early 1947, prior to the introduction of the trucks in the summer of 1947. Maybe the document was for shareholders? Maybe it was for dealers (or prospective dealers)?

Titled “A NEW CONCEPT OF AUTOMOTIVE PRODUCTION AND DISTRIBUTION“, the document makes the argument that prior to WWII the automobile was a luxury item for most folks. As such, bigger, longer, and faster, along with yearly innovations, were necessary to attract consumers with disposable income.

However, after the war, argued Willys-Overland in the document, the automobile would become a critical part of everyone’s everyday life. As such, offering consumers an affordable vehicle, one that didn’t change dramatically every year and one that cost less to maintain, was a the vision that Willys-Overland planned to follow. This meant simple vehicles that responded to customer needs, along with lesser tweaks to each model to insure the company could keep costs down (don’t have to redesign dies, fewer factory shutdowns for model changes, etc).

So, the company’s production ideas meant simple designs catered to consumer needs rather than the latest streamlined designs. That makes sense as a strategy; but, in regards to the DISTRIBUTION portion of the document’s title, I could find nothing stating how the company’s strategy would change the distribution side of things. This document probably would have been more accurately titled, “A NEW CONCEPT OF AUTOMOTIVE PRODUCTION”.

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Mike shared this bulletin from March 11, 1958, that notified dealers a brochure was available for the Koenig-made ‘Jeep’ hardtop. For some reason, the company did not produce a brochure for the top; it took dealers requesting a brochure for them to make one.