UPDATE: Here’s another version of the 24-page “A Report on The Universal Jeep in Conservation” available on eBay. You can view all the pages of the report here. It’s priced at $29.95.
Features Research Archives
Hubcap Branding by Willys Overland/Willys Motors
For decades car makers have used hubcaps as a way to promote their brands, so it’s not surprising that Willys-Overland and Willys Motors also did that, specifically with W-Os and Ws. Now, I’m most definitely no hubcap expert, but I’ll take a stab at this anyway based on some Google searches (what could go wrong with that?).
In Willys-Overland’s case, one of the earliest examples of the W-O branding appearing on a hubcap was this 1932/1933 Overland 8-88s:

From this page: http://www.wokr.org/gallery/wil_hc_09.htm
By 1939 (possibly earlier), the Willys-Overland sedan was sporting a more familiar arrangement, a large W over a broken O:

This 1939 sedan has a set: https://www.mecum.com/lots/AN1116-260766/1939-willys-overland-sedan/
Based on that hubcap, we can also date the original version of this sign, which pops up on the internet quite frequently, to the late 1930s:
In 1940, Willys changed it up to show WILLYS in all caps:
For the 1941 Willys Americar, the company created a much fancier hubcap:
Early 1950s: The W Logo
(This is an extension of the hubcap post above, but also covers how the angular W was used in other ways)
In 1952, Willys-Overland introduced the Aero line of cars. They sported a new hubcap that featured only the W, along with a W on the front of the car and Willys script along the side.
The hubcap would be used throughout the Aero car line for the next four years.

Note that this May 03, 1952, ad from the Evening post includes the Jeep logo and the new angled W logo for marketing purposes. The anglular W logo would end up on the front of Aeros, on the covers of a variety of documents as well, such as parts catalogs.
The 1952 Mechanic’s Manual below shows how the W logo was used on covers.
This page is from a 1952 owner’s manual; it demonstrates that the Willys-Overland Export Company had already been formed by 1952, so it was a pre-Kaiser creation.
Here’s a good shot of the angular W on the grille on they 1952 Aero Ace. Note the Willys script logo along the passenger side fender.
In 1954, I’m sure just to make my life documenting hubcap history more difficult, Willys introduced a new hubcap with a circle around the W on the Willys Aero Ace. What other models may have sported this hubcap I couldn’t say:
Also, in 1954, Willys offered a dual concentric circle hubcap, a design used later on the Surreys (Galas) starting in 1959. However, these were all red. The one below looks like it could have been an aero cap:
In 1955, Willys Motors introduced the Willys Bermuda, which sported a brand new hubcap design:
The Aero cars were discontinued in 1955, with some (or all) tooling eventually shipped to Brazil. The angular W logo would mostly disappear after 1955, but a few ripples remained. For example, the plain W re-appeared on the DJ-3A hub caps starting in 1956,
Sometime after 1959, with the introduction of the DJ-3A Surreys (and Gala’s for export), Willys re-introduced the concentric circle W hubcap design:
I doubt that this is a complete list of Willys-related hubcaps or of the angular W, so I welcome corrections for those that know more about this than I do!
Late 1950s Meyer Snow Plow Brochure on eBay
This 32-page snow plow manual includes a variety of jeep-related photos.
View all the information on eBay
“Here I have an Excellent Condition 32-Page Brochure
MEYER SNOW PLOWS SNOW PLOWING MANUAL
Measures about 8 ½ x 5 ½ inches
Near Mint condition except it has 2 holes punched to fit in a ring notebook
Has some great photos inside of 1950s vehicles
including several Willys Jeeps”
Edgar Kaiser’s 1955 Testimony About the Kaiser Willys Merger
In the summer of 1955, Edgar Kaiser Sr. provided testimony to the United State Senate, Subcommitte on Antitrust and Monopoly, regarding the car industry, specifically the history of the Kaiser Motors Company, it’s post war challenges and how/why it merged with Willys Overland.
There’s lots of interesting details in here, but my takeaway is that Kaiser didn’t believe Willys-Overland was properly leveraging the opportunities of the consumer market for four-wheel-drive vehicles. Moreover, Kaiser had a better dealer network for selling vehicles than Willys-Overland had been able to create.
So, some of this info is useful for understanding the mindset of Kaiser as to the challenges Kaiser Motors faced, before buying the assets of Willys-Overland, and the reasons the company purchased W-0. Given we will be covering the marketing aspect of this time period, it makes more sense why the new Kaiser Willys entity produced so much new literature for the sale of jeeps. Kaiser simply didn’t believe Willys-Overland execs were doing enough to promote jeeps and their capabilities to consumers.
I’ve taken snap shots of the entire testimony, which can also be found online here.
Arps’ Blackhawk Snow Plow
UPDATE: This post from 2013 originally consisted of a brochure from eBay, but for this update I’ve added some additional brochures and Tom’s video showing how he uses the Blackhawk snow plow in Northern Wisconsin. The Arps Corportation manufactured these plows out of New Holstein, Wisconsin. Near the end of the video he shows how he mounts the plow and manual adjusts the angle using a chain.
Prices as of 1948:
Other material:
1943 Photo of Ford GPAs (SEEPS) on eBay
These Ford GPAs were apparently photographed along a New York waterway, but there’s no caption to confirm that.
View all the information on eBay
“1943 Press Photo US military amphibious jeeps on waterway in New York. This is an original press photo. New York – (Swim) jeeps Photo measures 10 x 8.25 inches. Photo is dated 04-20-1943.”
Jeep Cigarette Lighter **SOLD**
UPDATE: Was on eBay.
This LRDG-style lighter is pretty cool.
“THIS AUCTION IS FOR ONE WILLYS WW11JEEP – DESERT COMMANDO STYLE- CIGARETTE LIGHTER IN ORIGINAL BOX .
THERE IS NO NAME ON LIGHTER OR BOX. I HAVE HAD THIS IN MY COLLECTION FOR OVER 20 YEARS.
THE LIGHTER IS CAST METAL AND VERY HEAVY AND WELL MADE.
THE LIGHTER SPARKS LIKE NEW, AND HAS NEVER HAD FLUID INSTALLED.
VERY NICE AND RARE PIECE OF JEEP ART.”
Javier’s Restored M-38
Javier rebuilt this nice looking M-38, thanks it part to finding parts through eWillys and readers comments. During the rebuild, he added a few additional safety features such as Herm’s dual reservoir setup. He notes that M-38 does have a few CJ parts on it as well. The unique frame for the winch was something he and a friend built after testing out different scenarios with cardboard. The winch cover is a nice touch, too. Thanks for sharing Javier!
1945 Photo of 5th Division German Entry Point on ebay
The photo caption reads, “THANKS TO THE FIFTH DIVISION: GERMANY — In the Wake of the Fifth Division advance into Germany, a Jeep crosses a Bailey Bridge, spanning the Sure River, marked with a hand lettered sign informing all who pass that they do so through the courtesy of the Fifth Division. A military policeman stands to one side as the jeep heads for Germany. (CREDIT-WP-(ACME photo by Charles Haacker, For the war picture pool) 2-28-45.”
View all the information on eBay
“as shown … … approx 6 x 8 .. … vintage original authentic press photo ( most are Army radiotelephoto from Acme Newspictures ) … date listed is transmission date … most of these are not perfect ..some are a little blurry… some are sharp.. they may have bends and minor damage from poor storage .. please use the pictures to see the actual condition”








































