This rare 1952 brochure highlights the signage available for dealers and includes an order brochure. What you’ll notice is that there’s no reference to ‘jeep’ anywhere (unlike the 1946 brochure) and demonstrates Willys-Overland’s efforts to reduce the ‘jeep’ branding within the company.
You’ll also note the somewhat awkward use of “Common Sense” within the title. This may have been a nod to the “Willys Makes Sense” ad campaign during 1951.