See the first stirrings of the sport-utility market in this awesome 1950 movie from Willys-Overland, The Workhorses of Industry.   

There’s no question that the world-famous military Jeep of World War II saved WIllys-Overland Motors, and after the war, the Toledo automaker capitalized on that fame by expanding the Jeep into every conceivable civilian market, from agriculture to industry. Indeed, the company’s tagline in these years was “makers of America’s most useful vehicles.” This 1950 film, produced for WIllys-Overland by Wilding Picture Productions, was designed to cement the notion that the Jeep was suitable for nearly any purpose, that there’s almost nothing a Jeep can’t do.

All these years later, it’s interesting to reflect that Jeep is no longer a niche brand struggling to assert itself in specialty markets. Today Jeep is one of the most familiar names in the automotive world, and easily the most valuable brand in the portfolio of Fiat Chrysler Automobiles, which recently merged with PSA Group of France to become the world’s fourth-largest automaker. All that came to pass because Willys-Overland visualized a small but secure place in the market for a rugged, go-anywhere, do-anything vehicle. And when, decades later, the sport utility category exploded into prominence, the Jeep brand was perfectly positioned to be its leader. See where it all began in this entertaining old film.  (Note: Please click and subscribe to our YouTube channel, where we host our videos and feature tons of great content. Thanks!)