Willys-Overland Jeepster: the roadster that missed its market

The Willys-Overland Jeepster is an automobile produced by Willys-Overland Motors from 1948 until 1950. It was developed to fill a gap in the company’s product line, crossing from its utilitarian trucks and proto-SUVs into the passenger-car market. Almost 20,000 were built, and the name was revived in 1966 on the Jeepster Commando.

Willys-Overland Jeepster at a glance

Based on one source, the English Wikipedia article on the Jeepster.

History of the Willys-Overland Jeepster

After the Second World War Willys produced the CJ for farmers and foresters, added the Jeep Wagon and Panel in 1946 and the Jeep Truck in 1947, and then saw a gap in its range for a passenger car. The Jeepster was to cross over from the “utilitarian” trucks into the passenger-car market, with a “dual personality for city and country driving”, and it was marketed as “America’s greatest value in sports cars!”. Willys-Overland lacked the machinery to form deep-drawn fenders or complicated shapes, so the car had a simple slab-sided design by Brooks Stevens on the platform shared with the pickup and the station wagon. Known internally as the VJ, it was introduced in April 1948 and produced through 1950, with some leftover cars sold as 1951 models.

The basic 1948 Jeepster was well equipped: whitewall tyres, hubcaps with bright trim rings, sun visors, a deluxe steering wheel, wind wings, a locking glovebox, a cigar lighter and a continental spare tyre with a fabric cover. It used Willys’ wartime-proven 134.2 cu in Go Devil four of 63 hp, a T-96 three-speed manual with overdrive, and plastic side curtains instead of roll-up windows. At US$1,765 it cost about the same as a Ford Super DeLuxe Club convertible with roll-down windows, more elaborate styling and a V8. It was rear-wheel drive only, which limited its appeal to Jeep customers; its boxy styling and performance were praised, but sales were hurt by sparse advertising and an insufficient dealer network.

For 1949 the range was cut to one model and one engine, the price fell to $1,495 and some previously standard features became extra-cost options; towards the middle of the year the VJ3-6 appeared with Willys’ new L148 Lightning six. The 1950 cars received the first styling revisions, with a new instrument panel and a V-shaped grille with horizontal chrome trim, a new lower-priced model with reduced equipment, and the L161 Lightning six alongside the Go Devil four. Model designations changed from VJ-3 463 and 663 to VJ-473 and VJ-673. In the end the Jeepster’s problems were limited utility, basic construction, poor all-weather protection and low performance with the four, plus a relatively high price and the lack of roll-up windows; 19,132 were built. Kaiser revived the name in 1966 for the C-101 Jeepster Commando, which added a V6, four-wheel drive and roll-up windows and lasted until 1971.

Design and features

• Deluxe equipment: whitewalls, trim rings, sun visors and a continental spare were standard in 1948.
• Rear-wheel drive only: the Jeepster looked off-road capable but was not.
• Slab-sided styling: Brooks Stevens’ simple body suited Willys’ limited press tools.
• Shared running gear: the Planadyne front suspension and drivetrain came from the station wagon.
• Overdrive: a T-96 three-speed with overdrive as standard.

Willys-Overland Jeepster versions

• 1948 Jeepster: the Go Devil four, side curtains and the highest standard equipment.
• 1949 VJ3-6: the L148 Lightning six added mid-year.
• 1950 models: V grille, new instrument panel and the L161 six.
• Jeepster Commando (1966–1971): the later revival with a V6 and four-wheel drive.

The Jeepster used the platform of the Willys Jeep Station Wagon and the Jeep Truck, and its four-wheel-drive ancestors are covered by the Jeep CJ. More cars are in the Willys collection.

Sources

• Willys-Overland Jeepster, English Wikipedia: equipment, engines, prices, sales