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...

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