FC WILLYS JEEPS ’ IN SERVICE

Not many people who collect, restore, drive, or just love old cars, trucks, or military vehicles would argue that the 1950s and ‘60s were some of the most innovative years for the U.S. automotive industry. Besides the “Big Three” (Ford, Chrysler, and GM) there were other contenders vying for a share of what was basically a captive market — or, at least, a market that seldom looked beyond its own borders. Of these, most notable were Studebaker, Hudson, Packard, American Motors (Rambler), and Willys-Overland. Foreign cars were a fairly rare sight in the U.S. back then, and most seemed tiny, funny-looking, and fragile. American cars and trucks were the standard of the world in many ways, including design and durability.

Most baby boomers will recall when new American cars were advertised, the manufacturers touted them as being “longer, lower, and wider” than the previous year’s model. The philosophy about engines seemed to be, “bigger is better.”

Many folks also remember that those were the days of cheap gasoline. I recall one independent station in Fresno, California, where the price was as low as 24.9 cents per gallon. Yes, inflation has a lot to do with how much more everything seems to cost nowadays, and 25 cents in 1960 would equal about $2.25 today, but that’s still a lot cheaper than most current gas prices.

SLOW TO CHANGE

In general, the American public has been hesitant to accept new concepts when it comes to their automobiles and trucks: the Chrysler Airflow comes to mind, as do Tucker and Crosley cars, or even the little Nash Rambler or the Studebaker Avanti.

Those familiar with U.S. trucks of the early 1950s may recall that while the pickups and medium-size commercial vehicles of the Big Three had wide running-boards and narrow little cabs, the Studebaker trucks of this period had no exterior running-boards and wider and roomier cabs. People didn’t flock