The Price of a Jeep

Many a farmer, impressed by the jeep's war record, has wanted to own one--without thinking twice. Well aware of this eager market, publicity-wise Willys-Overland Motors, Inc., the principal jeep-maker, carefully built its trim, grim little wagon into what it thought would be a low-cost, all-purpose farm vehicle of the future. But Willys did not talk about price; the OPA had to be consulted.

Last week, after a long Willys-OPA huddle, the price came out: $1,090, f.o.b. Toledo. Some farmers, who apparently hoped the jeep would be at the Model T Ford price level, suddenly began to find objections. Said Iowa Farmer A. J. Loveland: "Personally, I think it's too high. After the war you might buy a tractor and a car for $1,090." Said Iowa State Agriculture Secretary Harry D. Linn: "Jeeps will fit in well for runabout errands. But I can't see how the practical farmer is going to go crazy over it. They shake your teeth."

Actually, Willys-Overland had never made claims that the jeep would replace the tractor. But it had pointed out that a jeep could be mighty handy around a farm to pull a plow or harrow, run a saw or threshing machine, drill post holes and also take the farmer and his family to town. As to price, the jeep-makers had never predicted any lower than $900 (in vast quantities the Army paid $875 apiece).

Despite the knocks (including some from tractor manufacturers John Deere Tractor Co. and International Harvester), Willys went right ahead with its plan to make the U.S. farmer jeep-conscious. As a stunt, five of the jeeps were flown across country in a Consolidated Vultee Model 39 cargo plane, put down in Los Angeles (see cut) for more publicity.

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