JEEP TAMER by Arthur Bartlett
r (See Front Cover)
Charles E. Sorensen plans postwar models
Meet a man who believes in the
sturdy little war jaloppy. He’ll
convert it to peacetime usefulness
!D you hear about the jeep blisters?" Charles
I 9 E. Sorensen asked me. “It seems an outfit
that had been riding in jeeps came home, and half of
them couldn’t sit down. Had to eat standing up.”
His steel-blue eyes narrowed, but there was still
a smile in them. “We had it traced down,” he said.
"Not a single blister. Just another jeep story.”
Charles E. Sorensen is president of the Willys
Overland Motors, Inc., which makes jeeps and intends
to go right on making them, with certain adaptations
for civilian use, after the war. And he doesn’t care
how many fantastic stories people keep telling about
“As a matter of fact,” he told me, “I hope they
don’t stop. It’s a sign of popularity. There are always
plenty of clubs under a good apple tree. Remember
all the stories they used to tell about the old Model T
Sorensen remembers. He started to work for Henry
Ford at the very beginning of Ford’s career as an
It's New end Original
Sorensen is firmly convinced the jeep, after this
war, is going to have the same phenomenal popular
ity that the Model T had after the last one. “It’s '
the first completely new and original product of auto
motive engineering in years,” he told me. "And it has
just as many advantages for civilians as it has for
He doesn’t pretend that the jeep is or ever will be
a luxurious passenger vehicle. But he thinks its go
uny where, do-anything versatility will make it
America’s favorite motorized jack-of-all-johs,
even if people also want a standard car for their
ordinary travel. He is so sure of it, in fact, that he
came out of retirement to make jeeps.
“Cast-Iron Charley,” as they call Sorensen in the
automotive industry, had been the production genius
of the Ford Motor Company for nearly 40 years when
he resigned and retired about a year and a half ago.
Various industrialists began making him offers,
trying to get him back into the making of cars. He
turned them down. But then, one day. Ward Canaday,
chairman of the board of Willys-Overland, tried a
new form of persuasion. He sent Sorensen a jeep.
Sorensen, of course, knew all about jeeps from the
manufacturing standpoint. He had been making
them at Ford. But now he began playing around with
one as an ultimate consumer. He drove it around
the farm' on the roads and off. He hauled
things in it — using it as a light truck, which is
its proper technical classification. He used it as a
tractor, having it pull a plow and do a dozen other
farm chores. He rigged attachments to it, and had it
saw wood, spray trees and do other jobs as a mobile
power unit. And within three months, he had adopted
it as his postwar baby, and given up the idea of rest
ing any longer. He accepted the presidency of Willys
Overland and went to work on the domestication of
the jeep for civilian uses.
Announce New Detail* Soon
There is talk that other companies may make post
war jeeps, or something like them. In any case, Soren
sen plans to have jeeps in mass production months
before it will be possible to reconvert his plant for the
manufacture of standard passenger cars. In fact, you
can expect announcement of the details of his re
vamped civilian jeep within a few days.
It will look like the military model, except that it
will be painted in gayer colors. Some engineering
changes have been made, partly to meet criticisms
of the military model — as to its gasoline consump
tion, for instance — and partly to incorporate im
provements which Sorensen and his associates think
will make it more suitable for civilian use. But it will
still be a jeep.
Sorensen has found 27 different farm jobs that it
can do, from plowing to filling a silo; but he thinks it
will be just as versatile off the farm. Sportsmen will
use it, he thinks, for hunting and fishing trips; tour
ists, for towing house trailers; scientists and engi
neers, for field work; policemen, for patrol and riot
cars; industrial and commercial plants, for deliveries.
In fact, he has listed more than a hundred different
uses to which he expects it to be put, from fire fighting
to plowing snow.
I asked him whether he thought my teen-age
youngsters would want one to bat around in.
“You just ask them,” he said. “They’ll tell you.”
I did, and they did. They think a New Day is
dawning, and that Charles E. Sorensen is its prophet.
Watch for another “Meet America” cover
and story in next week’s THIS WEEK.
The jeep is fine for fishing trips
OVER HALF AN HOUR OF MUSIC
★ Music at its beautiful best! That’s what’s in store for you
soon after Victory. The broadcast programs you love to
listen to will come in richly . . . with every subtle tone and
overtone! And when you’re hungry for your favorite recorded
music, you’ll discover how scientifically perfect a Motorola
record changer can be.
Motorola is still devoted to the making of famous "Handie
Talkies,” originated and developed exclusively by Motorola
Radio Engineers. But make a note ... to remember! Soon
after the war ... see and hear a Motorola Phonograph-Radio.
STACK 'EM 10 HIGH
. /,p\T Play and enjoy
ri^m 10 ten - inch or
■A 8 twelireinch ^
1 '•» lecords without M
* interruption. V
The new Motorola tone arm
reduces record scratch and
wear to the vanishing point.
er handles pre
MFG. CORPORATION • CHICAGO 51, ILLINOIS
F M AND A M HOME RADIO • AUTO RADIO • AUTOMATIC PHONOGRAPHS • TELEVISION
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