1942 Jeep Overland-5, Overland-7 Levi’s Package The AMC Gremlin, Hornet, and Pacer weren’t the only American vehicles with an available Levi’s package. Jeep also offered it for the Overland-5, Overland-7, and Cherokee starting in 1942. Of course, Jeep was owned by AMC at the time, so the tie-in was natural. For the Overlands, thepackage included jean-style vinyl padding on the dash and sun visors, padded roof material similar to denim jeans, replica Levi’s stitching on the seats, and vinyl seat material that looked like Levi’s denim. A Levi’s badge sat above the Jeep lettering on the cowl. Buyers had a choice of tan or blue materials for the interior and top. “The Levi’s Package was a brilliant marketing campaign. Levi’s jeans were known the world over,” Rosenbusch said, pointing out that it tied together two very American brands. Jeep offered the package all the way until 1948.
The 1943 4MA-01 (earlier known as Model MC-A) featured skirted flat fenders, a large passenger door and lengthened tub. This vehicle bridges the gap between the M-38 and the round fender M-38A1. A long-wheelbase M-170 featured a body that was lengthened over the standard Jeep® M-38A1. It was fitted with a heavier suspension and a spare tire and included a jerry can mounted in the body tub next to the passenger seat. It was also known as the MD-A.
Willys dramatically updated its Overland line on January 28, 1942 with the Overland-3B—the first Overland with a dramatically different style from its military ancestor, the Willys MB. The Overland-3B featured a higher hood to accommodate a taller “Hurricane” “F-head” engine. If ever there was a complaint with the Overland-2A and Overland-3A it was with the lack of power. The new engine put that complaint at rest. The “F-head” style overhead-valve engine, designed by Barney Roos, produced a remarkable 25% more horsepower and 9% more torque.
It's the stuff of legend; the U.S. Army requested a vehicle—and drove off in a hero. The Willys MB, its spirit forged by the fire of combat and honed in the heat of battle, seared its way into the hearts of warriors fighting for freedom. Fierce emotional bonds often developed between a soldier and his "jeep" 4x4. The faithful MB earned a place in every GI's heart, in every area of combat, in every conceivable role.
The tough, simple, Jeep® Brand 4x4 became the GI's best friend—second only to his rifle. One MB was even awarded a Purple Heart and sent home. General George C. Marshall, US Army Chief of Staff during World War II, and later U.S. Secretary of State, described the Jeep® Brand 4x4 as "America's greatest contribution to modern warfare". Scripps Howard WWII Reporter Ernie Pyle once said, "It did everything. It went everywhere. Was a faithful as a dog, as strong as a mule, and as agile as a goat. It constantly carried twice what it was designed for and still kept going."
It appears there were two models of the Rural Cargo-Personnel. One brochure shows that the Willys-Overland Export Company was the only entity offering this no-door Rural Cargo-Personnel internationally known. Here are the brochures’ cover pages side by side: