In 1959 Willys Export developed this advertisement booklet titled “Jeep Gala Rental Plan Guide: A New Dimension to the Rental Car Industry” The colorful booklet was part of Willys factory-sponsored program for consistent and sound promotion on behalf of rental operators who place the ‘JEEP’ Gala in their fleets. Items included in this booklet were press photos, press releases for magazine publicity and advertising, direct mailings, key chains, counter cards and lots more. Willys was big on promoting their versatile models and the Jeep Gala was no exception as seen here.
The booklet includes actual vinyl fabric samples in a pocket inside the back cover, showing the now-famous Tropical Rose/Coral Mist two-tone, and the rarer Cerulean Blue/Glacier White, and Fountain Green/Glacier White combinations. The card on which the samples are stapled mentions that “Gala vinyl has a high resistance to burning, is fade proof and possesses excellent durability for
“You will find in the pocket of this folder a suggested publicity release which can be individualized for your market. Also enclosed is an 8″ x 10” glossy print of the ‘Jeep’ Gala suitable for newspaper publicity. The colorful booklet ends with “Specifications (*Subject to change without notice)” including:
“Shipping weight… 1819 lbs.
“Turning Dia. (180 degrees)… 34ft. 9.5 in.
“Tires… 6.40 x 15 — 4 ply.
“Chrome hand rail assists.
“Sun visor — driver’s side.
“Windshield wiper — 1 vacuum, 1 hand operated.”
This is the 8×10-inch glossy that Willys figured newspapers would be eager to print. The models were identified as Jan Kalmbach and Ladonna Shanke in a Toledo Blade article of 16 September 1959.
True to its promise in the booklet, Willys did send out some news releases promoting the Gala and Surrey. A 28 September 1959 typewritten release from Marden R. Bishop, Public Relations Department, Willys Motors, reads: “Vacationists at many resort areas this winter will find a ‘surrey with fringe on top’ at their disposal for transportation in and around their vacation retreats.
“A new version of the old-time carriage — with horsepower under the hood instead of in front — is being introduced to the hotel and resort industry by Willys Motors, Inc., as a ‘fun car’ for low-cost rental to vacationists. “The vehicle is the ‘Jeep’ Surrey, replete with fringe and the nostalgic flavor of the original horse-drawn model. The fringed top, seats and Continental tire mount are of colorful vinyl coated fabrics with ‘candy stripes’ of pink, green or blue to match solid body colors. “A distinctive Surrey feature is a pair of leather straps which angle downward from the top corners of the windshield to the front fenders, an ornamental touch borrowed from early touring car models.” “The four-passenger, 60-h.p. vehicle is close kin to the ‘Jeep’ Gala, export model first placed in service at the famed Las Brisas Hilton at Acapulco, Mexico. Others are in service at resorts in Hawaii and the Caribbean area.”