There’s a neat postcard from what I believe is the late 1940s that shows a line of Willys Wagons ready to be rented by passengers of Monarch Airlines. a regional carrier based in Colorado. This postcard is available on eBay:
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“Post card shows a great SHOT OF ABOUT A DOZEN NEW WILLY’S JEEP STATION WAGONS AT STAPLETON AIRPORT IN DENVER, COLORADO.”
My guess is that the idea for the wagon rentals coincided with the introduction in early 1949 of Monarch Airlines’ “family-fare” program, as reported in the February 11, 1949, issue of the Daily Sentinel out of Grand Junction, Colorado. The head of the family paid full price for a ticket, while the remaining family members could fly at half-price. Unfortunately, I have been unable to find a news report that confirms when the wagons were purchased for rental.
Below are two subsequent newspaper ads highlight the program:
May 20, 1949, ad in the Daily Sentinel, Grand Junction, Colorado
April 08,, 1949, ad in the Daily Sentinel, Grand Junction, Colorado