The sands of north Africa. The jungle isles of the Pacific. The bombed out cities of Europe. The driveways of farmers, ranchers and adventure-types across America. One of these things is not like the other.
The original Jeep found its purpose, its General Purpose to be exact, on the battlefields of World War II, proving to be a nimble go-anywhere people mover. However, as the war wound down and its original maker, Willys-Overland, found it self holding the writes to the vehicle, they found themself facing a new war. One for survival. In an effort to capitalize on the vehicles they had been producing for the war effort, (see here for the history of Jeep), Willys expanded its lineup to include the CJ, or Civilian Jeep, soon after VJ Day. This was followed by the Jeep pickup and panel trucks.
While the primary driver of both sales and Jeeps were veterans, it came to be realized that the rough and tumble Jeep could reach a wider market with a few softer alternations. The original CJ and its truck and panel brethren remained highly utilitarian in nature, unlikely to draw from the bank accounts of those with a taste for even slightly finer things. This recognition led to the development of a new Willys vehicle, dubbed the Jeepster.
The Willys Jeepster debuted on May 3, 1948 and offered a brand new way to experience Jeep – in style and comfort. Among the upscale options of the Jeepster: hubcaps, white wall tires, locking glovebox, cigar lighter and sun visors. (This is 1948, remember). However, under the hood you’d find the World War II-proven 134.2 cu in (2.2 L) straight-4 “Go Devil” engine, ensuring it would never leave you stranded.
All told, its US$1,765 price equaled that of a Ford Super DeLuxe Club convertible with roll-down windows and a V8 engine. t’s biggest drawback perhaps? The fact it could only be had in rear-wheel-drive, thus limiting its appeal to original Jeep drivers. The following year, however, Jeep did begin offering a more powerful six-cylinder option. Between 1948 and 1950, just over 19,000 Jeepsters went home with buyers
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