MERCHANDISING MANUAL -
Jeep Station Wagon
'Jeep' Station Wagon
Here is the story of the 'Jeep' Station Wagon - a
Station Wagon which has four -wheel drive for traction d power for those
tough transportation jobs --a Station Wagon that doubles with two-wheel
drive as a comfortable passenger car. And it is available with a choice
of two great engines.
This section concerns the special features of the
'Jeep' Station Wagon that allow it to carry passengers and cargo in
comfort across country. First, a brief description of what functions it
may be expected to perform and then a summary of its principal sales
features to explain why this vehicle delivers such outstanding
performance. Finally, detailed specifications as well as competitive
comparisons for easy reference.
Basically, four-wheel drive automotive transportation
demonstrates its superiority when conventional two-wheel drive vehicles
fail to perform a particular job efficiently.
The sales story is a 3-step proposition.
1. Get the information -- the product
knowledge presented in this manual.
2. Apply this product knowledge to the
particular needs of each customer, and --
3. Demonstrate the four -wheel drive 'Jeep'
Station Wagon's superiority over conventional two-wheel drive
vehicles and competitive four-wheel drive vehicles. This means both
in off-the-road performance as well as compared to the number of
jobs the vehicle can handle. The extra cost of four-wheel drive is
made up in money received for services that could not have been
performed with a two-wheel drive station wagon.
This combination of product knowledge, effective
selling methods, and good demonstrations is the key to extra sales.
BACKGROUND AND HISTORY
NEED FOR THE 4-WHEEL DRIVE 'JEEP' STATION WAGON
After the war Willys entered the station wagon field
with an all-steel body, 2-wheel drive model. This dual purpose vehicle
became so popular that customers, dealers, and distributors began asking
for it with 4-wheel drive. In answer to this demand Willys, in
1949, produced the first 4-wheel drive 'Jeep' Station Wagon. This
vehicle pioneered the field of 4-wheel drive passenger transportation.
Here, at last, was a comfortable 7 -passenger
automobile with removable rear seats affording over 100 cubic feet of
cargo space; a rated capacity of 1/2 ton with a gross vehicle weight of
4500 pounds; a short wheelbase (104-1/2"); and a 75-horsepower,
4-cylinder "F1' head engine. These features ideally fitted the 4-wheel
drive ' Jeep' Station Wagons for transporting people, equipment and
services in road-less, undeveloped areas inaccessible to conventional
2-wheel drive passenger cars. Now, this rugged vehicle is available with
the new, more powerful, 115 HP, 6-cylinder Super Hurricane Engine.
USES OF THE 4-WHEEL DRIVE 'JEEP' STATION WAGON
This vehicle is basically designed to carry
passengers as well as cargo. Among its many uses are:
An Off -the -Road Transport Unit
In isolated areas it is an excellent passenger car
for doctors, missionaries, government personnel, hunters, or fishermen.
The ability of this vehicle to cover rough ground with passengers and
supplies, makes it the most useful passenger car known for off-the-road
use. Lower tailgate and it provides mobile sleeping quarters for two
In Panama and Paraguay, for example, Point IV program
agricultural workers use this vehicle for extended trips into the
A Combined Pickup and Passenger Car
The 'Jeep' Station Wagon is used as a combined
pickup, transport and passenger car for hotels, ranches, estates,
construction companies, oil development companies, etc.
When equipment as well as men needs to be carried,
the 100-cubic foot cargo space and the rated half-ton capacity make the
'Jeep' Station Wagon the ideal vehicle.
In the oil fields of western and southern United
States, Iran and Canada, many 'Jeep' Station Wagons are used to carry
geological crews and equipment to the oil sites.
A Public Conveyance
The 'Jeep' Station Wagon is also used as a rural bus
for school children and the general public in areas where normal
transportation facilities do not exist.
In Brazil, for example, coffee plantation workers are
often transported lo and from the job by ' Jeep' Station Wagons.
A Mobile, Self -Contained Unit
The 'Jeep' Station Wagon can be used as a mobile
clinic, laboratory, library, display room, or chuck wagon. On some of
the larger ranches in Texas, 'Jeep' Station Wagons have served as a
mobile office and chuck wagon for ranch hands in the roundup or branding
seasons. In the Middle East the archaeological missions of the Republic
of France in Afghanistan and the Oriental Institute' of the University
of Chicago in I ran use the ' Jeep' Station Wagon to transport men as
well as archaeological equipment to the exploration sites.
A Mobile Source of Power
The 'Jeep' Station Wagon, with its front and center
power take-off, can be used as a mobile source of power. A winch,
installed on the front PTO, permits the 'Jeep' Station Wagon to pull
itself, or other vehicles, out of bogs, ditches, and snowdrifts. A
portable generator, air compressor, or welder may be run off the center
PTO to bring mobile power into areas where none exists.
A Military or Civilian Emergency Unit
A 'Jeep' Station Wagon will handle government or
military jobs as a command car or a signal car. In some emergencies it
serves as an ambulance either for the army or for civilian defense.
Again, its ability to go anywhere, carry a large load of men and
materials, enables it to tackle many kinds of jobs. For example,
thirty $-wheel drive 'Jeep' Station Wagons are used by the Chilean
Police Force as transportation vehicles and command cars.
These are the major functions of the 'Jeep' Station
Wagon. This is WHAT it can do. Now explore the particular selling
features that explain WHY it is capable of performing these jobs.
SELLING FEATURES OF THE STATION WAGON
Versatility of the 4-wheel drive 'Jeep' Station Wagon
stems from two main factors: where it can go, and the types of jobs it
In the first case, the engine can drive all four
wheels in low as well as high transfer range, This provides twelve gear
combinations that enable the vehicle to traverse rough country and enter
areas no two-wheel drive passenger car would be expected to go.
When on good surface roads, the 'Jeep' Station Wagon
can operate in two-wheel drive and reach speeds in excess of 70 miles
Another feature that adds to this vehicle's
versatility is its great maneuverability. It can make a complete turn in
a radius equal to only 1-1/2 times its length. It can knife through
passages as narrow as six feet.
These factors, added to its 8-1/8" road clearance and
104-1/2" wheelbase, enable this vehicle to maneuver over and around
obstacles that would prevent a longer, wider, or more low-slung vehicle
from getting through.
This "go-anywhere" ability is the reason why 34
'Jeep' Station Wagons have been working on the animal disease control
program in the Philippines.
Much of its versatility lies in its all-around
usefulness as a passenger vehicle to carry men or equipment, or both. It
can seat six passengers comfortably with its rear seats in place.
However, should cargo space be needed, the rear seats can be easily
removed to afford over 100 cubic feet of space (71" long, 58-1/411 wide
and 48-3/4" high). With the front passenger seat removed, an extra 10
cubic feet of space becomes available. Further, the vehicle can be
washed out since the vinyl upholstery is waterproof and the rest of the
interior is rust-resistant.
The rear doors are designed to admit a load of almost
the size of the interior cargo space. The tailgate, when lowered, is
capable of supporting the full half-ton load. This increases the length
to 8-1/2 feet from the rear of the driver's seat, enabling this vehicle
to carry longer objects or to be converted into sleeping quarters for
two at night.
Add to all these advantages the fact that this
vehicle is a mobile power source adaptable to the installation of
auxiliary equipment, and its versatility is apparent. Proof of this is
the number of jobs the 'Jeep' Station Wagon is performing all round the
world, from mapping work for the Photo Survey Corporation in Pakistan to
working on the milk program for children in Indonesia under U. N. I. C.
E. F, to providing transportation for Uranium hunters in the
south-central part of the United States.
Propulsive power for this vehicle comes from a
combination of several factors:
Either the 4-cylinder 75-HP "F" Head
Hurricane or the 6-cylinder 115-HP "L" Head Super Hurricane
Gear reductions to suit the road conditions
These rugged power plants, combined with the proper
gear reduction through 4-wheel drive, will take the vehicle under
capacity load across rough terrain and into areas where roads are
nonexistent. The 'Jeep' Station Wagon can go up or down grades as steep
as 60%. It can ford streams. It can pull through mud, sand, and snow. On
smooth highways it can be shifted into 2-wheel drive and perform like
any conventional automobile. This combination of power and versatility
gives the 'Jeep' Station Wagon its plus performance: the ability to go
anywhere at any time in any kind of weather .
When driven in 4-wheel drive, the 'Jeep' Station
Wagon gains extra traction. This reduces the tendency of the
wheels to spin when additional power is supplied through the power
train, and permits the vehicle to move forward even if only one set of
wheels has traction.
When very difficult road conditions are encountered,
it is advisable to equip the 'Jeep' Station Wagon with a winch (optional
equipment). The winch increases the ability of the 'Jeep' Station Wagon
to get through rough conditions by enabling the vehicle to pull itself
out of places that would stall even a 4-wheel drive unit. It also
gives the 'Jeep' Station Wagon the ability to pull other vehicles or
objects out of mired position.
The 'Jeep' Station Wagon has many other power
features. Not only can it travel anywhere itself, but by means of
auxiliary equipment it can be used to take portable power to isolated
areas. Auxiliary power is delivered in the same manner as with the
Universal 'Jeep': through the front, and center power take-offs. When
regulated by a governor the correct speed, horsepower and torque can be
transmitted to the auxiliary equipment.
Because of all these factors, the 'Jeep' Station
Wagon has the power to handle its rated load under any set of conditions
with a minimum of effort and a maximum of comfort and economy.
Economy of operation is derived from the following
Either the 4-cylinder 75-HP Hurricane Engine or the
6-cylinder 115-HP Super Hurricane Engine
Straight line design
Extreme usefulness of the vehicle
Long vehicle life
The new 75-FB Hurricane engine, evolved from the tested
"L" head model used in World War I1 'Jeeps', can develop its rated
horsepower on low grade gasoline. Servicing costs are held to a
minimum, too, because this rugged engine is built to stand up under
heavy punishment day after day, year after year. The Super Hurricane,
developing more horsepower, is still one of the most economical engines
in its horsepower class.
The straight-line body construction of the 'Jeep'
Station Wagon and the lack of excess chrome and curving metal adornment
serve to hold down repair costs due to collision damage. However, when
repairs are needed, the vehicle's 18-gauge steel components can be more
easily and more economically repaired or replaced. Maintenance and
upkeep costs are held to a minimum.
Ruggedness is built into the 'Jeep' Station Wagon. It's
built for off-the-road use and it's expected to handle the rough jobs.
That's why this vehicle's all steel frame and straight-line body
construction are designed to withstand the stresses and strains of rough
daily usage -- either under capacity load in cross-country travel, or in
transmitting power to auxiliary equipment. This all-around ruggedness is
one reason 'Jeep' Station Wagons are used in dam and irrigation
construction work in Northern India.
Because the 'Jeep' Station Wagon is so versatile and can
perform so many functions, its initial cost can be amortized over a
broader range of duties. This means the greater the number of different
jobs it can handle, the smaller the cost of doing any one job. Add to
this the vehicle's long and useful life and you see how much more the
customer gets for his invested dollar.
In the performance of any of its many jobs, the 'Jeep'
Station Wagon has many safety features, such as:
Low center of gravity
Extra large brake linings
Engine compression braking power for down hill travel
The low center of gravity gives the ',Jeep' Station
Wagon great tractability and minimizes the danger of tipping. The rear
floor construction contributes much to the vehicle's low center of
gravity. It is only 25-1/4 inches from the ground surface and, when
carrying a capacity load, enhances the 'Jeep' Station Wagon's ability to
hug the road.
The extra large brake lining area on each of the four
wheels permits the operator to brake the vehicle's speed quickly and
positively. This greatly reduces the hazard of skidding.
Also the braking power of the engine's compression holds
the speed of the vehicle to the maximum speed rate of the gear in use
--another very important safety feature.
One of the most important safety factors, however, is
!he full, eye-range visibility afforded the operator because of the wide
vision windshield and large side windows.
All of these features together make the 'Jeep' Station
Wagon one of the safest vehicles on the road -- safer, in fact, than the
average passenger car or truck.
The 'Jeep' Station Wagon is designed and built to do its
job and stay on the job all year 'round. Its rugged construction, tested
75 and 115 horsepower engines, straight-line pressed steel design,
airplane-type shock absorbers, heavy-duty springs, reinforced frame --
all are designed to insure dependable service with a minimum loss of
time for repairs. However, when repairs are unavoidable, the
accessibility of the engine, the power train, and the clean line
construction permit speedy maintenance.
"Down time" is further lessened for the owner because
the flexible interchangeability of parts permits adequate stocking of
service and repair parts for the entire line at low cost.
THE 'JEEP' STATION WAGON IS A TESTED WILLYS PRODUCT. IT
CAN BE DEPENDED UPON TO DO THE JOB OF TRANSPORTING MEN, MATERIALS, AND
EQUIPMENT WHERE NO OTHER VEHICLE CAN -- ON OR OFF THE ROAD.