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disertation
e death and rebirth of the modern United States cavalry. ProQuest Dissertations and Theses
disertation Rosenbaum, M. S. (2007). The jeep people: Identity, consumption, and culture in a lif
War Loyalty
"divine instrument of wartime became very popular in the
locomotion" civilian world after the war
Aimed at Women, rather than
Reminisces about the WWII Jeep.
men.
A strong company for so long that
Chrysler didn't see a need to
improve. S.U.V. icon.
Jeep craze began after WWII. Soldiers are loyal to the vehicle
Many claimed the Jeep was the that took them to "hell and back
the main contribution of the U.S. ". Compared to Harley Davidson.
Historically significant "There's only One". Exceptionally levels of owner loyalty
Best of Yankee, "tinkering". A no-
nonsense solution to the wartime Majore General Eugene Rebold
problem of mobility. A WWII said, "he had never seen a jeep
legend. that wouldn't run."
No enemy vehicle could match
the jeep. A Lend-lease program Jeep was called the Gi's best
allowed the jeep to be shared friend, and as such they bought
with the allies. the surplus jeeps after the war.
Mechanized Calvary took over for
horses and excelled.
Jeeps unmatched from WWII to
1990. Jeeps became a family
thing, Gi's bought them and their Jeep People. People use Jeeps as
children trusted them. a means of identification.
modification Miscellaneous
Willy's to Kaiser in 1963, in 1970
became AMC, and finally became
part of Chrysler.
Not intended for off roading.
It is a crossover, a smaller Aimed at women and families. A
version of an S.U.V. family car, not a toy.
1993 controlled 29% of the
S.U.V. market, in 2003 dropped
to 15%. This inspired a change
"A Jeep rather begs for by Chrysler
modification and
personalizations." Surplus jeeps
were purchased by Gi's after the The "jeep wave", Jeep owners
war and modified for more acknowledging they know
"recreational uses". something others don't.
Opening over 300 jeep boutiques
in international department
non-automotive, looking at other stores. Selling everything from
commercial branches. toys to clothes.
Jeep was very versitile. They
pulled anti-tank guns, hauled
planes, acted as ambulances,
hauled trains, and even acted as
mobile command centers.
The Jeep wasn't America's first
choice as a War horse.
Off roading as a means of
escaping everyday problems.