A compact car design proposal was made by Howard "Dutch" Darrin that utilized the already approved future Kaiser, but with a shortened wheelbase.

"[5] In an attempt to improve the appearance of the car, Darrin contributed a "dip" to the beltline, windshield, and rear window as well as adding little tailfins.

Also lacking in the basic version were glove compartment, armrests, passenger-side inside sun visor and flow-through ventilation.

[9] While the Henry J was priced low, a Chevrolet 150 model could be bought for less than $200 more, and Chevy included operating rear windows and a trunk lid.

However, advertising for the Henry J still focused on operating costs at a time when the rationing of gasoline by the War Production Board ended and fuel sold for about 27 cents per gallon.

Allstates were nearly identical to Henry Js but they carried a unique grille, hood ornament, hubcaps, identification badges and interior trim, and Allstate-brand tires and batteries.

[17] New safety features included padded dashboard and the windshield was mounted so it would pop-out on impact, as well as a "Penny-Minder" carburetor that was claimed to achieve 30 mpg‑US (7.8 L/100 km; 36 mpg‑imp).

Henry J. Kaiser had hoped to make a profit through volume production; however, the cars' slow sales negated his plan.

The automobile market was competitive and challenging the U.S. "Big Three" — General Motors, Ford, and Chrysler — proved difficult as price wars began that had a devastating impact on small domestic automakers.

By 1953, it was reviewed in Kiplinger's Personal Finance as "well-equipped and stylish, the little Rambler is economical and easy to drive" in either convertible, station wagon, or hardtop (no "B-pillar") body styles.

Efforts to sell off remaining vehicles resulted in an abbreviated run of Henry J automobiles as 1954 models that used up leftover or incomplete 1953 cars.