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Only two companies, Bantam and Willys-Overland, responded to this call to action. Bantam's prototypical Jeep was tested and found adequate, but after Willys acquired the plans to the Bantam model through the army and tweaked and modified the vehicle, the army contract was ultimately awarded to Willys-Overland. The Willys "Quad" exceeded Bantam's prototype in both size and power, and was the only submission to meet the army's power specifications.
As World War II neared its end, plans emerged to market a civilian Jeep to potential consumers. Initially the Jeep's target audience was farmers and construction workers, but its reputation as a war hero and a reliable, tough vehicle drew the attention of car owners, as well. The Jeep became an iconic and popular success story throughout the next several decades, and eventually came to be known by its more modern reputation as a recreational and off-roading vehicle, beloved by adventurers of the great outdoors.
The Jeep has undergone transfers to new ownership over the years, from Willys-Overland to the Willys Motor Company owned by independent automaker Kaiser-Frazier. The Jeep division was eventually sold to the American Motors Corporation, which was merged several years later with Chrysler.