When the first Willys Jeeps arrived in Japan with the U.S. military, they were greeted with a sense of awe and, eventually, admiration. Not only could they climb up and over almost any obstacle-including the steep staircases leading up to ancient temples-they could also tame the rugged Japanese landscape. These early Willys Jeeps were seen as pioneers, liberators, and enablers, an American icon that represented hope for a better future at a time when Japan sorely needed hope. And man, could it climb.
At the time, little was known about the Willys Jeep outside the military, but one thing quickly became clear: along with American soldiers, Coca-Cola, and Hollywood movies, the Jeep-in one form or another-was here to stay. Japan would never be the same again.
In Japan and elsewhere, the question of which 4x4 came first will be debated for years to come, but the impact and influence of the first Jeeps in Japan can't be denied. Although today some of the most recognized and proven 4x4 brands on the planet are produced in Japanese factories, many of those vehicles can trace their roots-if not technically, at least spiritually-to the original Jeep.
Toyota had been testing a prototype 4x4 as early as 1941, but it was the Jeeps driven by U.S. military personnel that inspired famed Land Cruiser designer Kazuo Morohoshi. As he would later recall: "Growing up after the war, I was really impressed by the U.S. Army personnel's Jeeps and how they could climb up and over obstacles. I decided that one day I would make a similar kind of 'mobile'." He did, and that vehicle became the "Toyota Jeep," renamed "Land Cruiser" after Willys-Overland complained about the name.
Toyota wasn't the only Japanese company inspired by the original Jeep. Mitsubishi, known at the time for its legendary Zero fighter planes, went one step further and licensed the Jeep design from Willys-Overland in 1953. Mitsubishi produced its Jeep clone almost unchanged right up until 1998, and they can still be found in Japan today-driven by collectors, enthusiasts, and Self Defense Force personnel.
According to Toshihiko Sasaki, a schoolteacher by day and founding member of the JOC, it's this history that attracts many people to the Jeep brand. "The Jeep image is strong, powerful, and American," he explains, "and Jeeps have a long history. When I drive my Jeep and see my friends driving theirs, I also see that history." Sasaki sold his Nissan Patrol eight years ago-"too heavy, not as good on the trails," he says-bought a used Cherokee, and hasn't looked back.
When asked why he prefers an American Jeep to a Japanese product-after all, Japan is the land of the Big Horn, Jimny, Land Cruiser, Pajero, Patrol, and other notable models-Sasaki explains that it's not only about image. "Many Japanese 4x4s are more like passenger cars and are too comfortable. Jeeps are still Jeeps: simple and easy to work on. Plus, Jeep parts are cheaper than Japanese car parts."
Taking a break from cliff-crawling, sand-dune conquering, posing, and picture-taking, the other members of the JOC echo Sasaki's comments. "Jeeps are number-1 cool!" says one. "American style!" adds another. "Easy to fix!" adds a third (some things, it seems, aren't lost in translation).
Jeeps are still less common than domestic 4x4 brands in Japan but they have carved out a unique niche-one with deep roots, loyal fans, and historical significance. American automakers have traditionally had a rough ride in these parts, so that's no small feat.
Whether it's on the sand dunes of Oregon, the beaches of California, the lake shores of Colorado-or even halfway around the world in Hokkaido, Japan-the American Jeep has earned a special place in the hearts and minds of many four-wheel-drive enthusiasts. Given the history of the marque in America and around the world, this Japanese "Jeep thing" is actually pretty easy to understand.