AUTOS: The Jeep Steps Out

Said Willys-Overland’s Chairman-President James D. Mooney: “People cannot and will not pay premium prices for automobiles. When a certain level is reached, business will begin to fade out rapidly. … I believe the showdown will come much sooner than expected.”

Hoping to catch the custom of the thrifty, Mooney last week announced two new models in his “jeep” line. One of them, a station-wagon sedan, is a slicked-up version of the present jeep station wagon. It will sell for $1,825, f.o.b. Toledo, and will come out around Jan. i. The other is an eye-catching jeep “convertible” (see cut), which Willys plans to put on the market next spring at the price of the cheapest Ford or Chevrolet (this would be about $1,200, f.o.b. Toledo). The convertible is actually a touring car. It has no windows, only side curtains. Nevertheless, Mooney hopes it will be enough cheaper than present convertibles to cut into their market.