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Journal Article

Citation

Iarocci A. Bull. Sci. Technol. Soc. 2010; 30(3): 164-167.

Copyright

(Copyright © 2010, SAGE Publishing)

DOI

10.1177/0270467610367507

PMID

unavailable

Abstract

The armed forces of World War II employed unprecedented numbers of mechanical transport vehicles, precipitating a spike in demand for automotive manufactures. Eager to capture a share of the less certain postwar automobile marketplace, defense contractors such as Willys-Overland pursued a diverse range of product development and advertising strategies, based on the foundation of their military output. This article considers the cultural significance of Willys-Overland’s 1/4-ton truck ("jeep"), one of the most widely recognized transport artifacts of World War II. Working from a Canadian perspective, the discussion traces the jeep’s transformation from a versatile front line utility truck into an enduring icon of the postwar auto age.

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