To celebrate 70 years of the iconic Jeep® brand, we sat down with Brandt Rosenbusch from the Chrysler Historical Vehicle Collection to chat about the Jeep brand story. Brandt began working in the Chrysler Corporation archives and historical vehicle collection 23 years ago. During that time, he cataloged and inventoried all of the Jeep brand materials that came from both the American Motors archives as well as from the old Toledo Assembly Plant prior to its closing. Over the years, Brandt has had the pleasure of working with several well-respected authors of Jeep brand books, providing photographs as well as historical information. He is also the curator at the Walter P. Chrysler Museum and has played a key role in acquiring significant Jeep vehicles to tell the brand’s history. There are a total of 38 Jeep vehicles in the collection, including several WWII MB models, a CJ-2A, a 7,000-mile 1973 CJ-5 and the Wrangler from the Laura Croft Tomb Raider movie, just to name a few.
The 70th anniversary of the Jeep brand has kept Brandt busy. From assisting media outlets with Jeep photos and facts, to traveling to Italy and England to speak to European journalists about the brand’s history, this year has been all about sharing the Jeep brand story. It goes without saying that Brandt is a die-hard Jeep brand enthusiast and embraces the off-road lifestyle. He bought a new Wrangler back in 1987 and currently drives a 2010 Jeep Grand Cherokee.
If you’re a fan of all things Jeep 4×4, the Walter P. Chrysler Museum, in Auburn Hills, Mich. will be celebrating 70 Years of the Jeep brand and the exhibit will run through December 30, 2011. On display will be eight production and concept vehicles that pay tribute to the iconic Jeep brand. For more information, check out the website at wpchryslermuseum.org.
Jeep: Where did the Jeep brand name come from?
BR: Over the last 70 years, there has been quite a bit of controversy over the origins of the Jeep brand name. One theory states that the name came from the soldiers slurring of the initials “GP” (for General Purpose). A more famous version claims that the name came from a character in the Popeye cartoon called “Eugene the Jeep.” He was a small creature that could walk through walls and go anywhere and do anything. There is also documentation indicating that the name was used as early as 1934 in the oil fields of Oklahoma and Texas to describe vehicles that were used as work platforms, such as a modified pick-up truck. The Jeep 4×4 name also appears to have been used in army motor pools to describe vehicles that were three-quarter ton and smaller.
Jeep: What is your favorite Jeep brand model and why?
BR: That’s a tough one, but I guess I’d go with the CJ-6. The CJ-6 had the classic looks of the CJ-5 but had a 101” wheelbase. The truck-like rear gives you 20-inches more cargo space for camping gear or whatever else you want to put in the vehicle. I also like the fact that they are relatively rare, as only about 50,000 of them were built domestically between 1956 and 1975.
Jeep: Can you tell us about the Jeep vehicle’s role in WWII and the difference it made to the war?
BR: The Jeep 4×4 was referred to as “America’s greatest contribution to modern warfare” by General George C. Marshall. Originally designed as a little reconnaissance vehicle, the GIs soon found out that the Jeep brand military vehicle could fill a number of rolls. Whether used as a weapons platform, an ambulance, troop carrier and any number of odd-jobs (including a field alter for religious services), the Jeep vehicle could do anything that the GIs needed it to do. Never before had there been such a versatile vehicle that served the armed forces. I’m sure if you talked to a veteran that used one, he’d tell you that it was an indispensible part of his equipment.
Jeep: What do the seven slots in the grille mean?
BR: The seven-slot grille was first used in 1945 on the CJ-2A. To this day, the designers at the Jeep brand carry the slotted grille into all of the products. All of the CJs over the years have featured the seven slot grille. This was basically a way to always feature and give a nod to the Jeep brand heritage. The Jeep vehicle is one of the very few examples where you can see its original design even in the modern versions.
Jeep: When was the first contract with the Jeep brand and the U.S. Armed Forces?
BR: The U.S. Army sent out bid requests to 135 United States automobile manufacturers on July 11, 1940. Only three manufacturers submitted designs – Willys-Overland, Bantam and Ford. In November of 1940, all three manufacturers were asked to deliver 1,500 of their prototypes to the Army for real-world testing. After evaluating all of the vehicles for their strengths and weaknesses, the Army decided that Willys-Overland would be the primary contractor on the new vehicle, using elements of all three. On July 15, 1941, the contract was signed to build what was to be called the Willys MB.
Jeep: When was the first Jeep vehicle used in combat?
BR: We don’t have an actual date as to when the first Jeep vehicle was used in combat, but it would be in early 1941, well before the United States entered World War II. The Willys MA model, as well as the Bantam and Ford prototypes, was given to Great Britain and Russia under the Lend-Lease Act. This act was signed in March of 1941, and shipments of equipment began immediately. I have seen many photos of the famed British Desert Rats using the vehicles in North Africa in the spring of 1941.
Jeep: How many Jeep vehicles have been used in the service of our great nation?
BR: Our records indicate that over 515,000 Jeep brand vehicles were built for the United States Armed Forces over the years. This includes the MA, MB, M38, M38-A1 and M170 models. This does not include vehicles built by AM General.
Jeep: What is the most significant Jeep vehicle to come along in its storied history and why?
BR: I think that it may depend on who you ask. In my opinion, the most significant Jeep vehicle ever built was the 1963 Jeep Wagoneer. The Wagoneer was really an engineering marvel for its time. This was the first vehicle to combine four-wheel-drive with an automatic transmission, as well as the first 4×4 to feature an independent front suspension. The looks of the vehicle were modern and bold but at the same time graceful. The ’63 Wagoneer was the first modern SUV. It was a vehicle that was as comfortable at the country club as the job site. The automatic transmission really opened up the world of four wheeling to an entirely new segment of the market. In the first year of production, the Wagoneer was responsible for a 60% increase in Jeep vehicle sales.
Jeep: How many CJ6s were produced from 1955-1975?
BR: Our records indicate that there were 41,259 CJ-6s produced from 1956 until 1975 for the North American market. An additional 8,902 were built in Toledo from 1976 until 1981, for sale internationally.