FARMING: The Price of a Jeep

Many a farmer, impressed by the jeep's war record, has wanted to own one—without thinking twice. Well aware of this eager market, publicity-wise Willys-Overland Motors, Inc., the principal jeep-maker, carefully built its trim, grim little wagon into what it thought would be a low-cost, all-purpose farm vehicle of the future. But Willys did not talk about price; the OPA had to be consulted.

Last week, after a long Willys-OPA huddle, the price came out: $1,090, f.o.b. Toledo. Some farmers, who apparently hoped the jeep would be at the Model T Ford price...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!