The original Jeep Wagoneer of 1963-91 helped to launch the SUV movement, and the Wagoneer story starts here: With the 1959 Malibu prototype.
Introduced in 1946, the original Willys Jeep station wagon, along with its utility, pickup, and panel delivery variants, served the company well. But by the late 1950s, the Toledo automaker was badly in need of a replacement for the trusty but dated platform. The engineers’ wish list for the new product family, designated J-100, included improved ride and handling, more comfortable and car-like passenger accommodations, and an up-to-date exterior design. One early step in the process was the 1959 Malibu prototype.
The Malibu, shown above next to a then-current Willys Utility wagon, was one of two running prototypes constructed by Willys at the time. (The Malibu’s sibling, code-named Berkeley, featured a different roofline.) To save time and money, the mules were built with fiberglass bodies on modified Willys production chassis. The exterior styling on the project was a collaboration between the small, in-house Willys design staff, led by Jim Angers, and Brooks Stevens, the famed industrial designer who lent his talents to many Willys products, including the Jeepster and the original ’46 Jeep wagon.
The Malibu accurately foreshadows the basic Wagoneer package that would appear a few years later, but with a softer, rounder look. A more generous 110-inch wheelbase, stretched six inches from the original Willys wagon, provided room for four doors, a much-needed feature that the original wagon couldn’t readily accommodate. (A handful of four-door Willys wagons were custom-built for railroads and other fleet customers.) A big, open greenhouse with thin roof pillars contributed to the more car-like overall appearance.
The J-100 project soon adopted a more square-jawed, muscular look, as illustrated in this August 1961 proposal from Brooks Stevens Associates, above. Note how Stevens melded the flat front fender lines of the original World War II Jeep and a vertical, truck-like grille into the design. From here, it’s a rather small step to the production Jeep Wagoneer, launched in November of 1962 as a 1963 model.
As the new wagon (below) came to market, the company gave itself a makeover as well, changing its name from Willys Motors Inc. to the Kaiser Jeep Corporation. The Wagoneer became one of the longest-lived vehicles on the market, lasting though three corporate owners: Kaiser, American Motors, and Chrysler. The same basic package, continually updated and upgraded, remained in production through 1991—“the oldest doors in the industry,” as insiders put it—and it retains an enthusiastic cult following to this day.
Great vehicles. Bought a ’69 Wagoneer in ’72. Still have it. Last year for the “Kaiser”, before it became an AMC step child.
The J Series pioneered many short lived, though now common, innovations including the OHC six, and also independent front suspension – with 4wd! – in 1963!
Thank you. The Tornado OHC six and the 4WD IFS system are worth stories in themselves.
If anyone is interested there is a article in Dec.2018 issue of Hemmings Classic Car on Willys P/U with that overhead cam engine.
It did all start with the Jeep Station Wagon though. But let’s not forget the International Travelall, which worked alongside the Wagoneer to start the SUV movement. The 1st gen Travelall (1953) was closer to the then-contemporary Chevy Suburban than Jeep Station Wagon but the 2nd gen introduced in 1958 was in the same wheelhouse as the future Wagoneer. IH got out of it too early. The Travelall was discontinued in 1975 and the Scout in 1980.
I have a photo of the Willys Malibu prototype at the plant parked next to a Travelall. Benchmark vehicle, we can presume.
It is amazing how far ahead of their time they were, with the Malibu looking so much like the Cherokee and Wagoneer. Probably should have built it.
As an ex-AMC/Jeep field rep I drove many Jeeps and have owned a couple, including my current Wrangler, but I have never seen the Malibu prototype! I see a lot of the 1960 Ford Falcon in the front end design.
Mid-70’s, driving a loaded Wagoneer, about the time we discovered that the more we raised the price the more we sold. Guy pumping gas (yes, they did it for you back then) on the Southside of Chicago looked at the window sticker and said “Man! I could buy a Deuce and a Quarter for that much!” He was referring to a Buick 225 and he was right about the price!