The story of the Jeep — then to now

April 24, 2014
The Jeep was first introduced for military use, but has undergone continuous reinvention to become a loved civilian vehicle.
No one knew at the time that this Jeep would become an American Icon. (Courtesy: U.S. Army)

Today’s average citizen seldom considers the Jeep an offspring of a hero. However, there are still those tried-and-true followers who connect the present to the Jeep’s star-spangled past. Transformation into the vehicle we all know and love today was not without difficulty, and the latest version of the vehicle is posh compared with its WW II grandfather.

People mover needed
The decision that led to motorized troop transportation was not without early precedent. As the German army marched on Paris in 1914, French troops were dispatched to the front in commandeered Renault taxis. These taxis were considered to be the first use of motorized vehicles for troop transport. According to military vehicle historian Jim Gilmore, “the taxis were not used for day-to-day operations, but they did provide the French with effective transportation in a time of need.”

The U.S. relied heavily on horses and motorcycles during World War I. However, the cost of food and handling of horses took a toll on strategic advantages. Motorcycles proved no better, with limited carrying capacity and the need for each driver to be thoroughly trained. Trucks were, and still would be used, but they were cumbersome and frequently got stuck in rough terrain. “In the late 30’s, Germany used more horses than any other army,” said Gilmore.

The Howie Machine Gun Carrier was known as “The Belly Flopper.” (Courtesy: U.S. Army)

The U.S. made several attempts to build a machine that would effectively replace the horse. As late as 1937, the military experimented with a vehicle called the Howie Machine Gun Carrier, nicknamed “Belly Flopper” because of the way GI’s would lay on their stomachs to drive the vehicle. Reaching speeds up to 30mph, the two-passenger, machine-gun equipped car was fast, but lacked an adequate suspension system. The ride was so rough that its occupants had to lie on mattresses.

Although debated by some as propaganda, the highly publicized mechanized advancement into Poland, Belgium and France would provide every incentive for the U.S. to speed up the process of developing more suitable mechanized transportation.

First production version of the Bantam Jeep. One of 70 initially produced for the Army. Fenders were squared off. (Photo provided by Jim Gilmore, Courtesy: U.S. Army)

Beginning with bantam
Most people associate the beginning of Jeep history with two companies, Willys-Overland Motor Company and Ford Motor Company, when actually The American Bantam Car Company was the first to produce a working Jeep prototype. “Many people forget that Bantam was the first company to develop a prototype to which subsequent Jeeps would be based,” added Gilmore.

Bantam started out in 1929 as the American Austin Car Company, producing small cars based on the British Austin Seven. The company struggled to make it out of the depression and filed for bankruptcy in 1934. In 1937, a reorganized American Bantam Car Company cut its British ties and resumed civilian automotive production.

As early as 1938, Bantam engaged in negotiations with the military to produce a lightweight reconnaissance vehicle. This paved the way for the small company to develop the first military-use prototype Jeep.

Skeptical that Bantam could produce enough vehicles, the military requested bids from 135 automotive manufacturers to develop a 4-wheel-drive vehicle to their specifications, which included a wheelbase not to exceed 80-in., height not to exceed 40-in., rectangular body with folding windshield and a mount for a .30 caliber gun.

The initial military request called for prototype production within 49 days, with subsequent production of 70 vehicles in 75 days. Most American manufacturers were reluctant to participate in a military bidding process due to the stringent deadlines, so there were very few takers.

Bantam hired engineer Karl Probst to design their prototype, which was delivered on September 23, 1940 on time and within specifications. The prototype would satisfy the military’s need for a small four-wheel-drive vehicle able to carry at least three people, while also being able to pull a trailer of at least 500lb.

The first vehicle was named “Bantam Number One” and was equipped with a Continental Motor Company 112 cubic in. 4-cylinder, 45hp flathead engine with 86lb-ft of torque. The vehicle also had a 3-speed Warner T-84 transmission with a Spicer Dana two-speed transfer case.

Enter Willys and Ford
Little did Bantam officials know that two other companies would use its original design as a template for mass-production. While the military was pleased with the initial Bantam prototype, there were concerns over price, and lingering doubts that such a small company could produce enough vehicles. Gilmore stated, “Bantam was not in the same class as these other manufacturers, the company was almost out of business before they began negotiations with the military.”

Willys MB test vehicle with stamped metal grill designed by Ford. (Courtesy: U.S. Army)

Willys-Overland Motor Company and mass-production giant Ford Motor Company were the only other bidders to respond, but they could not produce their prototypes within the required 49 days. To the chagrin of Bantam officials, engineers from Willys and Ford were permitted to study the completed Bantam prototype while their own prototypes were being built. After the two companies submitted their prototypes, the inexpensive price of the Willys Quad caught the military’s eye. At $739 per unit, it presented great value over the Bantam ($1,166) and Ford’s Pygmy ($1,200) prototypes.

Then, the military asked all three companies to produce 1500 vehicles each for additional testing. While there was to be only one winner in the bidding process, the military’s strategy was to combine the best qualities of all three. In the end, the Willys vehicle (now designated MA) won the contract.

“Many believe Bantam was hoodwinked by the government but it was just a matter of cost vs. budget. The Willys vehicle was much cheaper. That’s why they got the nod,” said Gilmore. He added that Bantam was aware that any and all blueprints became government property once the prototype was approved and, “The military could do what they wanted with the blueprints.”

Ford model GP crossing a stream. (Photo provided by Jim Gilmore, Courtesy: U.S. Army)

Willys began production of the welded slat grille vehicle (now designated MB) in November of 1941. It soon became apparent that even Willys could not keep up with production demands and in 1942; Ford was sub-contracted by the government to produce a similar vehicle and named it GPW.

Initially, both vehicles used the 60hp, 105lb-ft torque flathead Willys-supplied L134 “Go Devil” engine. However, limited engine supply opened the door for Ford to start building the engine to Willy’s specifications. To distinguish its origin, each engine was given a serial number that began with MB or GPW. Ford’s vehicle was also initially distinguished by its stamped metal grill, which was said to be easier to produce and lighter in weight. To be uniform with parts interchangeability, Willys started using the stamped metal grille in April of 1942.

The first production contract was for 16,000 vehicles. By the end of the war, Willys would produce over 350,000 vehicles and Ford almost 280,000 more. Bantam, the company who built the first prototype and delivered it on time, would only produce around 2600 vehicles, mostly to be used by American Allies.

A Jeep by any other name
Although there are no definitive answers as to how the Jeep got its name, different stories spawned from the times, with each story disputed in some way. Up until the start of the war the vehicles were only known by the model designations issued by their respective manufacturers. Before they received their MB and GPW designations, Willys called their prototype the Quad, and Ford referred to theirs as the Pygmy. Bantam named its prototype Bantam Number One and subsequent production vehicles the Bantam Reconnaissance Car (BRC).

Ford GPA amphibious Jeep. (Photo provided by Jim Gilmore, Courtesy: U.S. Army)

Some say that the Jeep name was taken from the popular Popeye comic character “Eugene the Jeep,” given his ability to go anywhere. Others say the name was derived from the acronym “GP,” standing for General Purpose. Gilmore contests the latter, saying that the military never designated the vehicle for general purpose. “GP was Ford’s terminology,” he said. “In their service manuals, the G stood for Government and the P designated an 80-in. wheelbase, which was the specification for the Jeep.” He added that the “W” stands for a Willys designed engine built by Ford.

The most likely origin of the name comes from military vernacular that dubbed anything new and untested a “Jeep.” In early 1941 during a press conference in Washington D.C., Willys test driver Red Hausmann was asked by reporter Katherine Hillyer about the name and he replied, “it’s a Jeep.” The article was printed in the Washington Daily News on February 20, 1941 and included a caption naming the car “Jeep.” As he was performing tests at Fort Holabird, Hausmann said he heard soldiers refer to other new equipment as Jeeps.

Willys MB Jeep rigged to run on railroad tracks. (Courtesy: U.S. Army)

Wartime uses
The Jeep earned its stripes very quickly after entering the war. Its four-wheel-drive, low stance, high ground clearance and set-forward front wheels enabled it to maneuver in the roughest terrain with relative ease. The equivalent German vehicle, the Volkswagen-based Kübelwagen, only had two-wheel-drive, but had unit-body construction. The vehicle was fast and agile, but lacked some of the Jeep’s 4WD prowess. Each vehicle possessed certain technological advantages over the other, but the Germans were so impressed with the Jeep that a standing order was given to capture all Jeeps for use in the German army.

Jeeps could be quickly modified to do a multitude of jobs. With a properly customized exhaust, the Jeep could be driven through water almost totally submerged. It could also be wrapped in a tarp and floated across larger bodies of water. An amphibious Jeep designated “GPA” was built by Ford and modeled after the larger DUKW or “Duck” amphibious vehicle.

Some Jeeps carried VIP’s, while others were rigged to tow 37mm anti tank guns. Jeeps were even fitted with rail wheels for towing cargo along railroad tracks. The Jeep could be an ambulatory carrier when needed, drastically shortening transportation time to field hospitals. They were used to lay smoke screens, deliver mail, plow snow and clear brush. They were even equipped with water tanks and PTO-driven pumps to double as mini fire engines.

All of these configurations served the Allies well, and the Jeep was said to be one of the most important vehicles in the war. According to Gen. Dwight D. Eisenhower, “The Jeep, the Dakota, and the Landing Craft were the three tools that won the war.”

War’s over, what’s next?
As early as 1944, confidence in winning the war was getting strong, so Willys executives started planning for a postwar Jeep. The Jeep’s popularity with GI’s prompted the company to file a trademark application for the Jeep name so they could exclusively sell the vehicles back home.

Many Jeeps became useful for farming. (Courtesy: U.S. Army)

The U.S. however, faced a major problem. There had been over 600,000 jeeps produced and shipped all over the world. Bringing them back to use at home would be a major undertaking and have a negative impact Willys’ future profits. The influx of such a large amount of vehicles could also hurt other manufacturers, and possibly the U.S. economy. Willys was against returning the vehicles to the U.S. and turned their attention to producing and selling new Jeeps for returning soldiers to use on farms. Instead of returning to the U.S. as heroes, Jeeps were unceremoniously scrapped, sold, given to the Allies or dumped into the ocean at war’s end.

Enter CJ
In 1945 Willys produced the civilian Jeep CJ-1, which was nothing more than a modified version of the Willys MB. Later that year the CJ-2 or “Agri-Jeep,” was created. The CJ-2 prototype would become the 1945 civilian full production version CJ-2A, which was the first Jeep produced for farming, ranching and industrial applications.

M38 Korean War era M38 Jeep. (Courtesy: Chrysler Corporation)

The CJ-2A was produced from 1945-1949, taking advantage of as many war surplus parts as possible. According to Gilmore, “Willys couldn’t stray too far away from the military Jeep because of the surplus parts that were available.”

It featured a bolstered driver’s seat cushion, tailgate, larger headlights and a side mounted spare tire. The Warner T-84 transmission was replaced by the stronger T-90, but the power plant remained the venerable Go Devil engine. Extras such as a canvas top, passenger seats, vacuum-powered windshield wipers and a power takeoff (PTO) were available.  CJ-2A colors included Pasture Green, Harvest Tan, Michigan Yellow and Picket Grey among others.

Realizing the need to bridge the gap between utilitarian and farm vehicles, Jeep also produced a wagon (called the Jeepster) staring in 1946 and a pickup truck in 1947. The Jeepster was originally equipped with rear-wheel-drive (RWD) but eventually was outfitted with four-wheel-drive (4WD). This vehicle was said to be the first all-steel utility vehicle.

The CJ-5 was the longest running production Jeep, lasting almost 30 years. (Courtesy: Chrysler Corporation)

The popularity of the CJ-2A led to the 1949 introduction of the CJ-3A. Still powered by the Go Devil engine and T-90 transmission, it featured a beefed up suspension, one-piece windshield and waterproof ignition system.

The beginning of the Korean War in 1950 saw Jeep thrown into battle once again. The M38, which began production in 1949, was used alongside WWII Jeeps that managed to survive the war. The M38 was an updated version of the CJ-3A that had conventional wipers, larger headlights and a stronger suspension and drive axle. In the war, they were mostly used to scout forward positions and to direct bombing raids. The military’s conventional wisdom was while the Jeeps would be useful in the lowlands of South Korea; they would be impossible to maneuver in mountainous North Korea.

The next version of the military Jeep was the M38A1 and started production in 1951. This vehicle had a longer wheelbase and was heavier than the M38. It also had a larger gas tank and a new engine with increased horsepower.

Kaiser takes notice
In 1953 industrialist Henry Kaiser of Kaiser Motors was enamored with the Jeep brand and purchased Willys-Overland to operate as a subsidiary. The company’s name was changed to Willys Motor Company and production of the Jeep CJ-3B began, once again featuring updates to its engine and drivetrain. The CJ-3B was also licensed and exported overseas.

Willys intended to follow the CJ-3 designation with a CJ-4, but only one CJ-4 concept was ever built. It is said that the CJ-4 yielded to Korean War M38 and M38A1 production. The M170 Jeep started production in 1953, but was mostly used as a field ambulance. This vehicle was said to be close to the CJ-6 in design.

The CJ series continued after the war with the introduction of the CJ-5 in early 1955. Later the same year, the 20-in. longer CJ-6 was produced and marketed as a work vehicle. The old CJ-3 coexisted in production through the sixties and the CJ-5 enjoyed a production run of almost 30 years. The CJ-6 was exported overseas until 1974.

The desire to utilize the more established Kaiser name led to the 1963 formation of the Kaiser-Jeep Corporation. During the sixties an optional British-made Perkins 4-cylinder diesel was offered and a General Motors 155-hp V6 was introduced. Other upgrades such as power steering and side marker lights complied with consumer demand and government safety mandates.

Ford Motor Company was given a contract to produce the M151 Military Utility Tactical Truck (MUTT) from 1960 to 1969. The vehicle had a redesigned body, which gave it better ground clearance. It also featured an independent front suspension.

There were rumors that this vehicle suffered from excessive rollovers. “That’s not entirely true,” said Gilmore. “The driving feel of previous military Jeeps had a way of alerting a driver that vehicle limitations were about to be exceeded, but the independent suspension and increased ground clearance on the MUTT gave drivers a false sense of security, which prompted some drivers to take unreasonable chances.”

The Jeep CJ-7 introduced many creature comforts, including a molded hardtop. (Courtesy: Chrysler Corporation)

American Motors jumps in
By the late 60’s the CJ-5 was starting to show its age. Kaiser’s own Wagoneer, along with high-end vehicles from other manufacturers were gaining in popularity. An influx of new production dollars was needed and to expand the product line so American Motors Corporation stepped in to purchase Kaiser-Jeep in 1970. The new company would be named AMC-Jeep, and would focus its marketing efforts on the youth. Afterwards, the company would establish a subsidiary named AM General Corporation, which would ironically contribute to the military Jeep’s demise.

Taking note of consumer demand for size, comfort and power, AMC increased the size of the CJ-5 wheelbase, fenders and hood to accommodate larger engines and more sophisticated drivetrains. The frame was bolstered and a limited-slip differential was added. Ergonomics were improved and options such as a tachometer, AM-FM radio and power disc brakes were offered.

The CJ-8 Scrambler offered a small pickup bed. (Courtesy: Chrysler Corporation)

Sensing the need for an even larger vehicle with more creature comforts, the CJ-7 was produced from 1976-1986. The wheelbase was stretched and the chassis was improved to provide better handling and stability. Automatic all-wheel-drive, along with an optional automatic transmission was offered. The CJ-7 also included a molded hardtop and steel doors. It could be outfitted with air conditioning, leather seats and a chrome bumper package among other amenities. Engine offerings included a 2.4-liter diesel, 2.5-liter inline 4-cylinder, 3.8 and 4.2-liter inline 6-cylinder engines, and a 5.0 liter V8. Axles and transfer cases were dependent on the size of the engine and the year the vehicle was built.

The end of the 1970’s saw a decline in the U.S. automotive industry. Costly emission and safety regulations were enacted at a time when automakers were fighting with European and Japanese competition that produced smaller, less expensive and more fuel-efficient vehicles. Conflicts in the Middle East caused oil prices to skyrocket making imports even more attractive consumers.

By 1980, France’s Renault owned controlling interest in AMC-Jeep. These times were particularly hard on the Jeep brand. The public viewed the company as a market share also-ran compared to the Big Three as Jeep sales steadily declined.

Still, AMC-Jeep moved forward with the CJ-8 Scrambler in 1981 and produced the vehicle until 1985. The car featured a unique design, with a small pickup bed and both soft and hard removable tops. Available engines were a 2.5-liter 4-cylinder and a 258 cubic in. straight six.  Transmission choices included Borg Warner and Tremec manuals, along with Chrysler automatics.

Unfortunately for the military Jeep, AMC subsidiary AM General contracted to produce the High Mobility Multipurpose Wheeled Vehicle (HMMWV, or Humvee) in 1983. This was the death knell for the military Jeep and 1985 witnessed the end of its production. “It was a sad day when they stopped making the military Jeep”, said Gilmore.

Introduction of the Jeep Cherokee is credited as helping AMC-Jeep stay afloat. (Courtesy: Chrysler Corporation)

Chrysler buys AMC-Jeep
The introduction of the 1984 Jeep Cherokee seemed to temporarily revive sales, making the company slightly more attractive for potential buyers. Looking to expand its market share, Chrysler Corporation took interest and purchased the struggling AMC-Jeep in 1987.

That year, the new Wrangler YJ replaced the beloved CJ. Produced until 1995, the YJ was not an instant hit. Even though it was recognizable as a Jeep, it featured rectangular headlamps and purists who mourned the demise of the CJ considered the YJ “soft” and more “sporty” than the rugged Jeep of yore.

The YJ offered a wider wheelbase than the CJ, along with improved comfort and handling. Fuel injection was introduced. A larger windshield allowed for greater visibility. It was offered as a two-door convertible or hardtop and included a choice of a 4-cylinder, straight six, or V6 engines. The vehicle could be equipped with one of four different transmissions depending on the trim level.

The next version of the Wrangler was called the TJ and was produced from 1997-2006. Reacting to consumer feedback from the YJ, this version was equipped with round headlamps. However, coil springs replaced leaf springs, enhancing comfort and handling. The vehicle could be equipped with one of two 4-cylinder, or a 6-cylinder engine depending on the year and trim level.

The year 2007 brought on the current production Wrangler JK, featuring something that was never before seen in the military-derived Jeep. The option of a long-wheelbase 4-door model was introduced in two of the packages. Trim levels included right-hand-drive, off-road and “luxury” versions. Computer electronics were introduced and new features such as antilock brakes; traction control, hill decent and stability control were added. The KJ is equipped with a 3.6-liter V6, and can be equipped with either a 4-speed automatic or 6-speed manual transmission.

The JK Jeep features 4 doors in two of its trim packages. (Courtesy: Chrysler Corporation)

In the end, it’s still a Jeep
The Jeep has become one of the most versatile vehicles ever produced. Since the development of Bantam Number One in 1939, it has survived three wars, eight different ownership variations and no less than ten model changes. Ford is the only World War II Jeep producer still standing, and Chrysler continues to carry the Jeep torch into the future. Although more consumer friendly, today’s rugged design and go anywhere prowess still harkens back to the car’s beginnings. Without a doubt, the intent is to stay close to its roots.

Some say that today’s Jeep is a mere shell of its predecessor. Arguments are made that the original vehicle was “tough” and could withstand the rigors of war. Even debate over the origin of its name still rages. One thing’s for sure, the Jeep is one of the select few automobiles in the world that was built for battle but successfully evolved into a consumer favorite. 

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