by Robert Tate, Award-Winning Automotive Historian and Researcher
Images Courtesy of Stellantis North American Archives
Published 9.4.2024
An example of 1940s Jeep advertising (Stellantis North American Archives)
The Jeep is one of the most iconic vehicles in the world today. The Jeep name plate and symbol is also recognized by many fans who enjoy driving that great experience for outdoor traveling.
When the U. S. military was gearing up for World War II, it was Willys-Overland President Joseph W. Frazer who received the contract for building vehicles for the Army to replace their motorcycles. The first model was called the MA, which involved the American Bantam Car Company in Butler, Pennsylvania. However, some automotive historians have said that the Jeep name came from “Eugene the Jeep” which was from the popular “Popeye” cartoon series.
Another 1940s Jeep ad (Stellantis North American Archives)
As the war continued, the Jeep name became an American icon and symbol of the war. Even today, people say that the Jeep brand has a great American history we can all learn from. After World War II ended, Willys trademarked the Jeep name to turn the vehicle into an off-road utility for the general public. This is a story about the early and great Jeep advertising that introduced the vehicle to the buying public and also showed the world how the Jeep played a major role in winning the war. Later, the brand built up a large customer base and has become even more successful today.
1940s post-World War II Jeep advertising (Stellantis North American Archives)
In 1953, Kaiser-Frazer purchased Willys-Overland and renamed it Willys Motor Company. Kaiser then created more markets for Jeep that became very profitable in many countries. The Willys was known as Kaiser Jeep.
Another post-war 1940s example of Jeep advertising (Stellantis North American Archives)
From 1945 to 1949, the Jeep CJ-2A,, which was called the CJ-24, was very popular, and the advertising called it the “Powerhouse on Wheels.” Automotive historians have said the Jeep were to be used as a work vehicle. After World War II ended, Willys turned the Jeep into an inexpensive off-road workhorse.
A 1950s Jeep station wagon ad (Stellantis North American Archives)
During the war, the U.S. War Department required a large number of vehicles to be manufactured in automotive plants. As a result, Willys-Overland granted the U.S. Government a non-exclusive license to allow another company to manufacture vehicles using Willys specifications. The Army chose the Ford Motor Company as a second supplier to manufacture Jeeps.
A Jeepster ad from the 1950s (Stellantis North American Archives)
Willys promoted Jeep in its advertising to introduce its contribution to the wartime efforts. During the 1950s, Jeep advertising said, “The car that gives you more for your money.” This popular campaign referred to the Jeep as a passenger car/utility vehicle, which brought more potential buyers into dealerships to look at models like the popular 1950 Jeep Willys station wagon or the new Jeepster with its Hurricane-powered engine.
A 1970s Jeep CJ-5 ad (Stellantis North American Archives)
In 1970, Kaiser Jeep sold the company to American Motors for $75 million. That same year, the Jeep Renegade became very popular. By 1972, work had begun on a new CJ model called the CJ-5.5, an upgraded vehicle that included a 10-inch wheelbase design with built-in doors and an optional fiberglass hardtop.
Another 1970s Jeep ad (Stellantis North American Archives)
Jeep advertising during the 1970s introduced the CJ-5 models, called the “The Great Escape.” The advertising was very effective, reflecting the mood of the era in American culture.
In conclusion, the Jeep brand has a rich and interesting history that will be remembered for generations to come.
Bibliography
Flint, Jerry. “The Dream Machine: The Golden Age of American Automobiles 1946-1965.” Quadrangle/ The New York Times Book Co., 1976.
Jeep Life. History, Stellantis North American Archives.
Stern, Jane & Michael. “Auto Ads.” Random House, Inc., New York, 1978.
American Motors Corporation. “American Motors Family Album.” Public Relations Department, February 1969.