The History of the SUV in Baja California

By:  Slade Ogletree

A few months ago we ran a story: SUV’s, The Car for Baja. It inspired our contributing author, Slade Ogletree to do a little research on the history of the genre.

A variety of vehicles are used today by Baja travelers. From Harley’s to RV’s today’s Baja’s Highway 1 presents few significant obstacles. This was not the case just a mere 30 years ago. Before the completion of the Transpeninsular Hwy in the late 70’s the trip from Tijuana to Cabo San Lucas involved traversing dirt roads, fording arroyos and sometimes moving rocks and filling washouts to make your own way.

In the 1950’s things were even more difficult for overland adventurers desiring to explore Baja. Extra gas, a shovel, a couple of stout planks, a come-along and several weeks of time were required to transverse Baja. The Willys Jeep was perfectly suited to the task. Rugged, maneuverable and relatively light weight many early Baja drivers were enamored with the Jeep. So without further ado, here is the history of the vehicle that started it all.
 

The Jeep Wagon is clearly the predecessor of today’s SUV.  The Jeepster was the first attempt to “urbanize” the line by having a more stylish, rounded body design, and integral convertible top while keeping the trademark flat fenders and unique grille design.

During the 1950’s and 60’s the Willys-Jeep Line and “Utility Vehicles” by other manufacturers enjoyed reasonable success in rural markets, but failed to break into mainstream acceptance.  This was due largely to poor highway performance.  The suspensions were too stiff for a smooth ride, and the gear ratios were to low to provide suitable top end performance.  Safety was another issue.  Their short wheelbase, narrow stance, and high ground clearance made them top heavy and there was a real danger of rollover, even at lower speeds.

Before WW II cars were very utilitarian for most of the population.  While high powered sporty roadsters and big luxury cars were available, most folks were content to have a means of transportation suited to their lifestyle.  Farmers had pick-ups, families had sedans, and delivery vehicles were suited to the particular industries. 

In 1940, with the war in Europe spreading, the Army saw a need for a lightweight, all terrain command/reconnaissance vehicles.  Three manufacturers responded; Bantam, Ford, and Willys-Overland.  While all three manufacturers ended up building prototype lines of over 1000 vehicles each, Willys ended up with the contract due to its superior power plant, the “Go-Devil” flathead 4 cylinder engine.  Awarded the contract in late 1940, Willys produced 360,000 of their GPW (Government Pigmy Willys) vehicles by the wars end in 1945.

As a note here, the most commonly believed story is that a lowly GI mistook the “GP” designation of these 4 wheel drive and seemingly indestructible marvels to mean “general purpose” and hence the name “jeep” evolved.  Whatever its origin, the term “jeep” has left an indelible legacy in automotive history.

At the conclusion of the war returning soldiers were so enamored with this little classic that they wanted one of their own.  There is even a story about an army mechanic who dis-assembled a jeep and sent it home in boxes, part by part to re-assemble upon his return home.  In 1945 Willys began its civilian line of jeeps with the now famous CJ series (civilian jeep).  In 1946 saw the advent of the “Willys Jeep Wagon”.  In 1947 came the “Willys Jeep Truck”, and in 1948 came the “Jeepster.”  At the time “off road driving” was more of a necessity than a sport so all of these vehicles came under the broad heading of “Utility Vehicles”.
 

By the 1970’s manufacturers began to see a budding interest in market and began responding.  Maybe the “back to nature movement” helped spur this along.  Ground clearances were lowered bit by bit, suspensions softened, larger engines were employed and creature comforts were added.   With the introduction of vehicles such as the Ford Bronco, the GMC Jimmy, and the Chevy Blazer and the SUV revolution was on. 

The 1973 oil crisis saw a huge increase in imported vehicles.  Datsun and Toyota both had small utility pick-up trucks in their lines and these had a huge appeal as they had the ability to haul loads, but with substantially lower fuel costs.

  Ford and Chevy responded to this with the Courier and LUV models.  Toyota responded in 1978 with a 4-wheel drive small pick-up, and later with the 4-Runner.  Meanwhile Subaru had their station wagon with a transverse mounted engine and front wheel drive with optional 4-wheel drive.  AMC, who bought the “Jeep” from Willys in 1973, introduced their Eagle as an American made 4-wheel drive car.  Ford and Chevy had scaled down their models and introduced the Bronco II and Blazer II.

From this point on it has been all out war between car manufacturers to get a piece of the SUV market.  What was once an overlooked sub-market, became a sub culture, and then grew into what is now a substantial percentage of the new car industry.  It all began in 1941 with 1500 of those 60 HP, 2450 pound GPW’s.