UPDATE: Here’s an updated version of the post that separates the 1950-1952 oversize truck brochure from the sedan delivery wagon brochures with similar designs.

Originally Published Feb 26, 2021: I was inspired to purchase and learn more about the brochures below after realizing that a poster I saw during a visit at Dave Antram’s place in 2013. Here’s a photo of it:

While I originally thought these brochures were all printed in early 1950, I’m now less certain, as Colin pointed out that #1 (4WD Willys Truck) mentions “Key Starting”, which appeared in 1952. In addition, one of the truck brochures has “1951” printed on the subheading. I suspect we’ll never get firm evidence on the publish dates of these:

You can view the original scans using the following links:

1. The upper right New Willys Sedan Delivery with — Hurricane 4 Cylinder Engine (Copper?)
2. The upper left New Willys Sedan Delivery with — Hurricane 4 Cylinder Engine (blue) 
3. The lower left Sedan Delivery Export brochure with the “New” Hurricane (red)
4. The lower right Sedan Delivery with “Famous” Hurricane is here (blue): 

And now the trucks from the same period. I don’ have full scans of the bottom two trucks:

1. The upper left NEW 4WD WILLYS Truck brochure
2. The upper right NEW 1/2 Ton WILLYS Truck brochure
3. The lower left is of a French 4WD Willys Truck brochure:
4. The lower right brochure is a 1951 Willys 4WD Truck Brochure: 

Then there is this oddball Willys Delivery Sedan brochure that has the same front as the brochure above, but unfolds differently, is black and white, and has content arranged differently on the interior pages:

Over the past year, thanks to the pandemic and my Mother-in-Law’s health issues, we’ve traveled less. This has left more money to purchase vintage jeep documents. I purchased enough that I got behind on organizing them, so packing has been a good excuse to spend the past two days restructuring the binders so everything can fit.

There are binders of company brochures, 3rd party special equipment brochures, magazine articles, dealer newspapers, catalogs, and ads. This effort has been fueled by reader donations and ad revenue, along with gifts of from readers, so thanks to everyone out there! I see myself as the temporary custodian of these. My hope is to donate this collection in the future so others can benefit later. Much of the information on that table has been published on eWillys.

The binder on the lower right contains issues of Kaiser-Willys News, Willys News, and Jeep News produced from 1953-1963. I’d estimate I have roughly half of the issues produced. It also contains a couple issues of the mid-1950 Globe-trotter magazines (I believe there were more than 20 plus issues of those produced ..  a guy in the midwest told me a few years ago he had two dozen or so he wanted to sell, but wanted $1000 for them; I couldn’t justify that on my budget at the time). 

The set of binders shown below houses only domestic jeep-related brochures produced by Willys-Overland and Willys Motors (so roughly 1945-1962 … so, for example, there are no spec equipment brochures in those binders). I’d call this the core of my collection as I’m attempting to get all of these I can, including revisions to certain brochures (see next two posts). Unfortunately, some of the early brochures do not fit into the 8″x11″ binders, so I also have some large portfolio binders to house them (and large print ads, some posters, and other items) as well.

One goal of this collection had been to write an advertising history of Willys-Overland/Willys-Motors/Kaiser-Jeep, which showed the progression (and missteps) from the jeep as a 4-in-1-tool, to a jack-of-all-trades utility vehicle(s), to jeeps-as-a-fun toys, which the journey is the reward.

Part of the reason for making the smaller history posts over the years has been to write such a book in small parts; well, that and to determine if there was anything to write about. Because of this approach, there is plenty I can assemble from the site posts at this point to create a book framework, but there is still much more work to be done on that type of book.

At this point in life, I don’t want to write a book and simultaneously run the website, since for me that’s a 7-day a week proposition. Because, once I start writing, my head is so busy with ideas, and the need to write them down, that I can’t not write. I become obsessive, which is really the only way I can get big projects done (perhaps others can multi-task better?). After SLAG, which was two solid years of research and writing, I had to take a long break as I was mentally exhausted.

So, will a book arise out of all this? I’d say it’s a strong maybe, with a litany of qualifiers (Ann’s health, demand of the new home and property, and others). Whatever happens, I’ll keep collecting these brochures …

Somehow, this short post became a long one … how does that happen? Was I avoiding packing? Maybe …. Well, back to packing!

While packing, I discovered I had two different version of this DJ-3A Dispatcher brochure from 1959. Willys-Motors published this brochure as Form No. 59-06, but then republished it under Form No. 59-06 R1.

The biggest visual change happens on the folded out page, where an extra yellow box has been removed and the text header repositioned.

The biggest textual change seems to be the subtraction of the “cast-in-head intake manifolding” from the foldout page in the gray area to the back page of the revision brochure, burying it under the specifications section under ENGINE.

It’s not clear to me that it was worth reprinting the entire ad for that change, but maybe I’m missing something.

This is the unfolded interior page:

This is what I call the back side of the unfolded page:

This is another set of brochure-and-revised-brochure that I didn’t realize I had. The 1961 CJ-5 brochure Form No. 61-06 was revised to 61-06 R2 (I’ve not seen a 61-06 R1). One reason may have been the Specifications area misprint of the ring and pinion ratio of 5:38 on the original brochure, then updated to 4:27 on the revised one. There addition of the ventilating windshield verifies that it was still around as of 1961. There other changes are in red.

This is the unfolded interior:

This is the unfolded backside. For some reason, the spring specs were revised, too.