Word: jeep
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Dates: during 1940-1949
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Many a farmer, impressed by the jeep's war record, has wanted to own one-without thinking twice. Well aware of this eager market, publicity-wise Willys-Overland Motors, Inc., the principal jeep-maker, carefully built its trim, grim little wagon into what it thought would be a low-cost, all-purpose farm vehicle of the future. But Willys did not talk about price; the OPA had to be consulted...
Last week, after a long Willys-OPA huddle, the price came out: $1,090, f.o.b. Toledo. Some farmers, who apparently hoped the jeep would be at the Model T Ford price level, suddenly began to find objections. Said Iowa Farmer A. J. Loveland: "Personally, I think it's too high. After the war you might buy a tractor and a car for $1,090." Said Iowa State Agriculture Secretary Harry D. Linn: "Jeeps will fit in well for runabout errands. But I can't see how the practical farmer is going to go crazy over it. They shake...
Actually, Willys-Overland had never made claims that the jeep would replace the tractor. But it had pointed out that a jeep could be mighty handy around a farm to pull a plow or harrow, run a saw or threshing machine, drill post holes and also take the farmer and his family to town. As to price, the jeep-makers had never predicted any lower than $900 (in vast quantities the Army paid $875 apiece...
Although they are no substitute for homecooking, the U.S.O.-Camp Shows, by jeep and by jest, are now delivering much of the entertainment rations that G.I.s in Europe crave. As soon as conditions permit, the program in the Pacific Area will be stepped up, too. One professional company now there is playing Oklahoma! Wrote a grateful G.I.: "I'm glad I've joined the Army. I finally...
...plant been selected to make it nor dealers to sell it. But of one thing Kaiser was certain: the car will be built on the West Coast, will compete with the Ford and Chevrolet, presumably sell for about $1,000 (Kaiser has dropped the idea of making a jeep). With his usual enthusiasm, he promised: the Kaiser will be on the market early next year...