The Birth of Jeep

Where It All Started

How a rugged 4x4 became an American icon

The "Go Anywhere, Do Anything" Jeep began as a military solution to a wartime problem then became a symbol of freedom, adventure, and American ingenuity. Before the Jeep was an off-roading legend or a beloved civilian vehicle, it was a battlefield hero that carried Allied soldiers across rugged terrain in the 1940s. Today, Jeep stands as an enduring American icon with an unmistakable silhouette and a culture all its own.

The U.S. Army’s Urgent Need

In 1940–1941, the U.S. Army needed a lightweight, low-profile, powerful reconnaissance vehicle with four-wheel drive. It had to be fast to produce, simple to repair in the field, light enough for troops to maneuver, yet rugged enough to survive war.

Three companies responded to the Army’s call:

• American Bantam Car Company

• Willys-Overland Motors

• Ford Motor Company

All three were invited to design and build a pilot vehicle essentially a military prototype to compete for the final military contract.

The Birth of an Icon

After multiple rounds of testing, design revisions, and evaluation of each company’s strengths, the U.S. government selected Willys-Overland as the primary manufacturer in July 1941. However, because production needed to be massive and fast, the Army blended the best features of all three designs.

This combined design became the Willys MB, the unmistakable Jeep silhouette we know today flat fenders, slotted grille, folding windshield, and go-anywhere capability.

Fun fact: Much of the drivetrain expertise came from Bantam, while Ford contributed production efficiency and design refinements especially the iconic stamped grille.

For deeper insight into the origins, check out the Off Road Insiders Podcast:  Who Created the First Jeep

Related: The Birth of an Icon 

The Three Jeep Prototypes

Designed by Willys-Overland Motors in Toledo, Ohio, the Willys Quad stood out for its power. It was equipped with the now-famous “Go Devil” engine, capable of approximately 61 horsepower and 105 lb-ft of torque—impressive numbers for its time.

This engine gave Willys a decisive advantage, contributing heavily to their winning the Army contract.

There is still debate over how to pronounce Willys. I break it down in my post: How to Pronounce Willys. 

Willys Quad

Bantam Reconnaissance Car (BRC) – “Blitz Buggy”

American Bantam, based in Butler, Pennsylvania, built the very first Jeep prototype. Their design—nicknamed the Blitz Buggy—was lightweight and agile. Bantam collaborated with Spicer to develop axles and transfer-case components that continued influencing Jeep designs for decades.

Although Bantam lacked the manufacturing capacity to handle full-scale wartime production, their design DNA lives on in the Jeep lineage.

Blitz Buggy

Ford GP – The “Pygmy”

Ford’s prototype, called the Pygmy, offered strong production efficiency and refinements that the military appreciated. Two Ford pilot vehicles were built, both of which eventually ended up in museums. Unlike the Ford prototypes, the original Bantam and Willys pilot models are believed not to have survived.

The Ford designation GP is commonly misunderstood as meaning “General Purpose,” but it actually came from Ford’s internal coding:

• G = Government contract

• P = 80-inch wheelbase reconnaissance car

Pigmy

Learn More

Check out my Jeep Culture and History page for more stories, facts, and deep dives into Jeep heritage. 

FAQs About the Birth of the Jeep

1. Who actually invented the Jeep?

The Jeep was not invented by a single person or company. The first prototype was built by American Bantam, but the final production contract went to Willys-Overland, with additional manufacturing from Ford. The final Jeep design combined features from all three.

2. Why did the U.S. Army choose Willys for the final design?

Willys offered the most powerful engine the "Go Devil" and submitted a design that met the Army’s durability and performance standards. They also agreed to share their design with Ford to meet wartime production demands.

3. What does “Jeep” stand for?

The origin of the term “Jeep” is debated. Many believe it came from the slurred pronunciation of "GP" used by soldiers or from the cartoon character "Eugene the Jeep." Regardless of the story, the name stuck and became iconic.

4. What was the first civilian Jeep?

After the war, Willys released the CJ-2A in 1945. The “CJ” stood for Civilian Jeep, marking the start of Jeep’s transition from battlefield machine to everyday workhorse and recreational vehicle.

5. Did Ford really create the Jeep grille?

Yes, Ford introduced the stamped steel grille that later became a Jeep trademark. Willys adopted it because it was cheaper and faster to produce.

6. Why didn’t Bantam get the final contract?

Bantam created the first prototype but lacked the manufacturing capacity for large-scale wartime production. The Army needed hundreds of thousands of vehicles quickly, which required Willys and Ford’s facilities.

7. Did any of the original prototypes survive?

The two Ford Pygmy pilot vehicles survived and now reside in museums. The original Bantam Pilot and Willys Quad prototypes are believed to have been scrapped after testing.

8. What engine powered the first Jeep?

The Willys MB used the Go Devil 134-cu-in inline-4 engine. Reliable, simple, and easy to fix in the field, it delivered around 61 horsepower—small by today’s standards but exceptional during WWII.