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The Hard Line typography
Jerry Harding’s 1950 Willys-Overland Jeep Wagon 4×4
BY Jerry HardingImages BY NotStock Photography
W

e were on Facebook Marketplace searching for a shop Jeep to take wheeling. While scrolling through the ads, my wife came across the Willys-Overland Wagon rusting away in a field. She had never seen one before and started researching them. We found that a lot of people were cutting them apart and turning them into “wheelers” or doing very classic restorations. We talked about how it could be cool if we did something different and combined both of those worlds and paid homage to what they were initially meant to do.

1950 Willys Jeep custom build lifted suspension metallic purple paint
When deciding what direction to take the build, we spent a ton of time researching its origin and really wanted to pay homage to how it was originally used. We found old paper advertisements as well as commercials that marketed the wagon as a true “all-around” vehicle. It could work in the fields during the day, cross any kind of terrain to take your family camping, but also be a “smart, comfortable family car.”

After reading various vintage advertisements we knew that we wanted the entire build to be centered around this duality of purpose: a smart family car with rugged capabilities but tweaks for modern times. Originally it was a 2WD vehicle, and on top of that someone had at some point changed the frame under the one we had to a C10 frame. We knew that it had to be 4WD and truly capable of off-roading. We made the suspension setup in-house and it sits on a three-link front and triangulated four-link rear. We used Metal Cloak springs and Fox shocks to achieve 3-1/2 inches of lift to clear 37-inch tires. We wanted to be able to clear a large tire while keeping the body as low as possible. The suspension was set up so that roughly 70 percent of the travel is downward. This allowed us to keep the center of gravity low. Considering it’s shaped like a big box, this definitely helped with driveability at highway speeds. It’s powered by a cammed LQ9 6.0L LS motor and a built 4L80E. To keep from breaking axles, it sits on an East Coast Gear Supply–built Dana 44 front and a Dana 60 rear with 4.88 gear and an E-locker front and Truetrac rear. It has the power and suspension to go anywhere you’d want to take it.

1950 Willys Jeep lifted rear quarter view off-road setup
For the overall aesthetic the goal was to slightly modernize the look but keep it similar enough that people probably wouldn’t notice the changes. The original body was so rusted that it was really only held together by a hope and a prayer! Since we had to replace so much of the original body we decided to make some custom changes. The original roof was rusted through in numerous spots, and we knew that we wanted to chop the top anyway. We were able to get a donor wagon and kill two birds with one stone by getting a solid roof as well and chopping it roughly 2 inches. This helped get rid of the bubble-type shape they have. We also knew that we wanted/needed to raise the front fenders to accommodate the larger tire size. So, the hood was chopped 2 inches in the front and 1-3/4 inches in the rear to give it a slight slope. The front fender was raised to meet the bottom of the hood and lengthened. The original front fender used to go down and sit below the body of the vehicle. We raised it up as well so that it was close to flush with the body. Again, trying to keep everything sleek, and if someone were to ever wheel it then it would be up out of harm’s way. The sides of the grille were also modified so they weren’t so bulky. The rear wheelwell needed to be opened considerably to fit the 37s that we wanted to do. A new interior wheelwell was handmade and then we also crafted in-house a rear fender flare that mimicked the appearance of the front flare. The wagons didn’t originally come with rear flares but with the tire stance we definitely wanted something to add a bit of protection. The gas filler was moved and hidden behind the passenger taillight. It had to be moved when we opened up the rear wheelwell. To keep the body lines sleeker we decided to hide it behind the taillight. There is a pop up in the hood that was originally a vent; we no longer needed the vent, so we replaced it with two LED pod lights. We really loved the exterior chrome pieces that were originally on the vehicle so we kept all of those and then reshaped the front and rear bumper. The rear bumper used to wrap around the sides of the vehicle and we chose to shorten it so it didn’t extend past the rear corners. The front end styling is what always stands out to everyone on the wagon so we knew that putting some sort of aftermarket bumper would ruin that. So, we took a replacement bumper and shortened it and had it chromed. This way it kept the classic sort of styling but also blends in more of a stubby off-road style bumper. Holley RetroBrights came in clutch so that we had modern lighting while sticking with the old-school look.
1950 Willys Jeep front grille chrome restoration dual headlights
1950 Willys Jeep suspension Currie Antirock sway bar coilovers
1950 Willys Jeep vintage gauge cluster black dial chrome trim
1950 Willys Jeep Station Wagon profile shot lifted stance black paint
There wasn’t much left of the floor and firewall of the original body and we knew we would need to make modifications to fit the 4L80E so we scrapped most of the floorpan and firewall. The bottom two-thirds of the firewall is handmade as well as the front floorpans, trans tunnel, and riser where the seats were mounted. We combined custom bead-rolled side panels and a centersection of a Chevy bed replacement panel to complete the rear floorpan as well as interior of the tailgate. The original wagons included wood slats in the rear section of the floor, so we had wood slats made that mimicked the styling of the ridges of the bed pan to keep the look cohesive. The original upper and lower tailgate hinges were made it a way that lent them to rust. So they were both redesigned to prevent that in the future.
1950 Willys Jeep engine bay LS swap aluminum radiator
1950 Willys Jeep off-road restomod Toyo tires modern headlights
1950 Willys Jeep interior steering wheel wood rim chrome spokes
With the interior we wanted to still stay relatively true to the original idea. It had some creature comforts for the time but was also very utilitarian. The front door panels were redone with new leather but the layout and style were kept exactly the same as the original. We incorporate the three raised body lines that run along the top and bottom of the exterior panels into the interior. You’ll see them stitched into the top of the door and rear side panels as well as the seats. The dash was cleaned up and simplified with a replacement large speedometer and new billet knobs to control the headlights, wipers, and center LED pods. The front bend seat was replaced with two individual seats and a center console. The center console has a secret pop-out component that holds a Holley screen so that we’re still getting all the data and can make any adjustments to the motor. The interior is completed with a classic wood steering wheel and custom-made floor mats. They’re made out of marine interior, so they’re easy to clean and snap in and out so that the floor can be cleaned underneath them.

Overall, the main goal was to create something new and fun while paying homage to the vehicle. Something that a younger generation would love and something a purist would still appreciate. Thanks to the Hardline Customs crew, Jed Laborte and Dave Belzer; Tim Long at Dalton Automotive for the paint; Spencer at Top Stitch Interior for the upholstery; Andy Key and Jimmey Fowler at D and A Automotive for the engine work; Mark from Glass By Mark for all the flat glass; and Dan at Woodstock Muffler for the exhaust.

1950 Willys Jeep interior brown leather bucket seats center console
1950 Willys Jeep Station Wagon vintage advertisement steel body utility
1950 Willys Jeep interior cargo wood slat floor tan seats