Let’s revisit a time when Jeeps weren’t primarily associated with recreation and adventure, but were valued as practical machines capable of tackling almost any job. These vintage postcards capture Jeep vehicles in a wide range of working roles, from snowplows and delivery vans to tourist transports and utility rigs. Jeep sales volumes were modest by modern standards, but it was this versatility—along with a reputation for dependability and adaptability—that earned the brand a loyal following. Long before Jeeps became lifestyle vehicles, they built their reputation by going wherever the work was, turning a niche utility vehicle into a household name and a worldwide success.
Our opening shot shows a propane-powered CJ-5 at the Fantastic Caverns in Springfield, MO. The Jeep-drawn tram tours were first offered at the caverns in 1962, and from the looks of this photo, I would date it to the 1970s.
An older CJ-3A, also on tram duty, at the California Arboretum Foundation in Arcadia, CA. 127 acres of arboretum grounds and tours to be discovered back then, and today.
A promotional postcard of the DJ-3A “Dispatcher”, an economical 2-wheel drive model offered for delivery services and other such tasks.
Back to the Fantastic Caverns, showing their early tram tour days in this postcard, with a Jeep with the turn signals taken out.
Another DJ-3A “Dispatcher”; a convertible model that’s ready for “work or play,” according to the postcard. Also, the selling lines letting everyone know that the “Dispatcher” has “Sporty lines… snappy performance”. Perhaps, in a touristy sort of way?
Period vintage photos (and Fantasy Island episodes) have shown me that pink Jeeps were a touristy constant in Hawaii. Here’s one featured in a photo promoting Achors’ Gray Line Tours in Kauai, taken at the Menehune Fish Pond.
More active and heroic? Sure, here’s a rare long wheelbase CJ-6 in a heroically staged shot, promoting the Grand Imperial Hotel’s Scenic Jeep Tour in Silverton, CO. The Grand Imperial is still around, though I don’t see a Scenic Jeep Tour on the menu. Rather, an 1880s themed package with a train ride and other 1880s related attractions.
A colorful Jeep (looks like a CJ-5) doing tram duty at the Circus World Museum at Baraboo, WI. The postcard dates to 1965, and if you wonder, the Circus World Museum still exists and features several circus-related exhibits, including Ringlingsville (the Ringling Bros. old winter quarters), the W. W. Deppe Wagon Pavilion (a collection of circus wagons), and hosts daily live circus performances throughout the summer.
Let’s leave touristy sites for a moment and go check out other Jeep products at work. In this image, an early Wagoneer and Gladiator with Meyer snow plows. “You see Meyer Snow Plows on ‘Jeep’ Vehicles everywhere! … the most versatile and widely used snowplow combination.”
Here’s another Meyer equipped Jeep in a postcard, this one with a snow plow and a pull plow. Indeed, old images of Jeeps snowplowing are rather common. Truth in advertising, for a change?
Back to touristy mode; a CJ-5 at Mont-Saint-Pierre in Quebec.
Another line of work for Jeeps, with these “Sweepsters.” “Brooms available for all Willys vehicles and most tractors and trucks…” by Sweepster Inc.
In the photo, another CJ-5 and a neat FC in yellow.
We started on a tour, and we’ll close with another. Another group of visitors, ready to be taken sightseeing around San Augustin Antiguo’s historical buildings, in St. Augustine, FL.
Pink Jeep tours are a common sight in several western desert/mountain areas of the US. I checked one big company – Pink Adventures – and they also have tours in the Smokies and Branson, MO. But not in Hawaii.
I’m pretty sure the image showing the Wagoneer and Gladiator with Meyer snow plows was taken at Meyer Products’ headquarters in Cleveland. The building is still standing – although the windows have been covered over, the service door placement and the partial upper story match the vintage shot here.
The address was 18513 Euclid Ave. in Cleveland.
Google StreetView link and then-and-now comparison below:
https://maps.app.goo.gl/sveeoGNYQrZHtALw5
In my youth, almost all of the snowplows that I saw clearing residential driveways were Jeeps, with the occasional I-H Scout in the mix. They were the only choices that were maneuverable enough for tight residential driveways.
Most of them had steel half-cabs, though. Shovels were kept in the “bed” for manually clearing the spots that were impossible to plow. I imagine the half-cabs made the heater a lot more effective, too.
Nice ;
I guess at this late date I’ll never own a JEEP =8-^ .
-Nate
A golf driving range in my home town, used a CJ-3 with a mechanism for retrieving the “driven” balls. Every few hours, it cruised the green, scooping them up.
In winter, it was outfitted with a plow. Year by year the rust spread, but the little guy chugged on.
No photos. It was just part of the landscape.
My wife’s aunt bought a Jeep Cherokee soon after they came out. Base model, not even front hubs. For some reason, the sales guy threw in a front plow. No attachments, just the plow. Crazy Aunty Wac never explained why. It sat alongside her garage and we eventually sold it in the estate sale.
L.A. Arboretum was a standard destination for many family outings; I must’ve ridden on that tram before. “Lucky” Baldwin (aptly nicknamed, look him up) had much to do with it and the surrounding county.
As a kid, I recall going on one of those “Jeep” rides through the Fantastic Caverns in Springfield, MO. It was quite the fun thing for me to do.
Those ‘Sweepsters’ Jeeps would have looked right at home next to the front scoop riot trucks in Soylent Green.
As a kid in Milwaukee, the county parks had those sweepsters to clear the ice skating ponds. In fact, I bet those may have been up north somewhere. You can see by the squatting tires they added a lot of weight. Every once in a while, one would go through the ice. Operators preferred the FC because of the tight turning. Few survived. Pretty sure the Hawaiian photo is a Jeep “Surrey Gala”.